The popularity of the Ice Bucket Challenge to raise money for ALS research provides some helpful guidance when it comes to public relations and earned media.
As you probably know, the Challenge is for someone to be videotaped getting doused with a bucket of ice water to generate awareness of amyotrophic lateral sclerosis (ALS) and to raise funds to help find a cure. It's been a dominant theme on conventional and social media in recent weeks, helping to raise more than $40 million.
Why has it worked so well?
Some newsmakers have become popular because they've learned the art of being media friendly. That is, they understand what reporters need and want when it comes to covering their industry or field.
So, are there certain tips or tactics one can use to become more media friendly? Absolutely. We'll outline them over a span of several posts. We suggest you try to put them to use at the next opportunity.
First, we'll look at sound bites.
A media friendly newsmaker has developed the knack of speaking in short, succinct and memorable sound bites. This sounds simple enough, but we can unpack it a bit more.