Kate Betts Blog

Anyone who sells snow shovels or trains huskies should grab the moment. Journalists up and down the land will be looking for snow related stories this week, but they won’t be next week if it is raining. Now is the chance to get some free publicity for your business if it has any link with snow.

A couple of weeks ago there was a demand for royal experts or wedding planners. In the New Year it will be going to the gym, losing weight and clearing off Christmas debt. Great media times for people who run slimming clubs, exercise classes or give debt advice.

But it’s not always that predictable. Next week it could be chocolate or astronomy. Who knows what will be the topic of the moment.

And that’s why it is worth getting your contact details in the minds and contacts books and databases of journalists now. Be cheeky – offer yourself as an expert for the future. Law, financial advice, flower arranging, dog training… you never know when your specialism is going to be the topic of the moment.

A friend of mine does acupuncture. We got her some free publicity over her new clinic. A week later the Government announced free acupuncture on the NHS for bad backs. Immediately she got a call from the local radio station asking for her thoughts. A nice bit of free publicity for her practice. Her name is now in their contacts database under A for acupuncture. You could be in there under B for blacksmith, C for cat expert, D for divorce lawyer… right through to Z for zoologist.

And don't spend a week writing that press release about your huskies. The moment will be gone. Remember news is new.