When it comes to using my system for writing press releases and getting publicity,  there are two types of stories – hot and not-hot. Don’t go looking in any journalism books for those terms. I made them up. But as you’ll see, they’re very appropriate. People who follow my system know them well and know how to use them to get maximum publicity.

A hot story is one that has to be covered by the media RIGHT NOW. If there’s any delay, the story will be dead. For example, all natural disasters, such as earthquakes, hurricanes, etc. are hot stories. If a reporters reports on them tomorrow or next week, the story is old. Reporters may report on the effects of the earthquake or hurricane tomorrow or next week. But if they don’t report on the actual event when it happens, the story has no effect.

If a reporter knew that the president of the United States was going to resign today at noon and he waited until tomorrow to report it, the story would have no effect since the news already got out and the event happened.

Make sense?

How about not-hot stories?

These are stories that can be reported today, tomorrow, next week, next month and they still have news value.

For example, if you are a roofer and you send out a press release taking about how to choose a reliable roofer or whether to use 30-year or 50-year shingles on your home, they are both not-hot stories. That information is good anytime.

So which one is better, hot stories or not-hot stories?

They’re both great and you should be using them both.

Hot stories get a lot of media coverage right away, but then they die out quickly.

Not-hot stories get media coverage slower, but that coverage can last for months…or years!

In 1983 I first sent out a press release about how I was the first person in history to really sell the Brooklyn Bridge. Now, over 25 years later, I’m still doing interviews about it. That’s incredible staying power.

I even released a special signed, limited edition of my Brooklyn Bridge certificate with a genuine piece of the original Bridge attached. Of course, I sent press releases all over the world about that.

How do you tell if you have a hot or not-hot story and how do you take advantage of each of these? And how do you turn a not-hot story into a hot story?

That’s a lesson for my next blog post.

See you then.

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  1. Jonathan Crabtree Says:

    Hi Paul

    Firstly thanks for your Trafficbooster ebook on submitting media releases. I managed to get to #1 on Google News for ‘prepaid health insurance’ in less than 15 minutes – much quicker than you promised!

    The idea I’ve come up with is prepaid health insurance via PayPal. It’s a Gen Y Web 2.0 kind of thing yet the main benefit is the health insurance only costs $9.90 a week.

    I think a world 1st is hot news – yet nobody searches for prepaid health insurance as people don’t know it exists!

    So where to next for PR? Maybe my fellow readers might have some ideas…

    In the meantime I’ll look forward to your next post!

    Thanks again
    Jonathan Crabtree

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