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How to use evergreen stories to drum up publicity

There are many events occurring each every year the media will always publish stories about, such as Christmas or Valentine’s Day. These are called evergreen stories and are a great opportunity to get some publicity for your small business, if you’re savvy enough to take advantage of them.

Evergreen stories are kind of like ground hog day. They come around every year and from a media perspective, they remain interesting and newsworthy every year.

Journalists are always looking for a new angle for an evergreen story because they don’t want to publish the same story as last year. You can use this to your advantage and gain publicity for your business by coming up with a fresh new angle.

An example of an interesting evergreen angle is around New Years Eve when there are always hundreds of stories about New Year’s resolutions – quit smoking, get fit or get a new job. You could add a new twist to this old angle with – What are your New Year’s business resolutions and how to achieve them.

You could even write a success story about how your business achieved last year’s resolutions and the amazing result that occurred.

Here is a list of events for evergreen stories:

  • Holidays: Easter, Christmas, New Years, ANZAC Day, Queen’s Birthday, Chinese New Year, Australia Day
  • Special days: Mother’s Day, Father’s Day, Valentine’s Day, St Patrick’s Day, International Women’s Day
  • Annual events: The Melbourne Cup, End of Financial Year, Clean Up Australia Day
  • Special Weeks: NSW Seniors Week, Australia’s Healthy Weight Week

There are many more annual events that you could use for evergreen stories. Here is a link to a few more to consider.

Now is the time to start thinking about the next annual event and how you can create a new twist on an old story. Mothers Day is just around the corner!

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Catriona Pollard

Catriona Pollard

Catriona Pollard is the founder and director of CP Communications, one of the most respected and innovative boutique PR and social media agencies. She is co-founder of Social Media Women, teaches a PR course she designed and writes the popular blog, Public Relations Sydney. Catriona regularly shares her expertise through articles and presentations to assist businesses grow and thrive by effectively using PR and social media. You can find Catriona on: Blog: www.PublicRelationsSydney.com.au Twitter: @catrionapollard Youtube: http://www.youtube.com/user/PublicRelationsTips Facebook: www.facebook.com/cpcommunications

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