If you're looking to earn publicity, always be on the alert for ways to tie your client to a topic in the news.
That doesn't mean you have to watch for stories that are closely related to your client's business. In fact, the less obvious the tie to your client's usual image, the stronger your story idea may be: if you can provide an unexpected twist on a story everyone's talking about anyway, you're gold.
No sports story is bigger than the Super Bowl
In the U.S. and Canada, the Super Bowl is a ratings bonanza and an advertiser's dream: even people who aren't that big into football pay attention to it (even if just for the nachos and beer). And because the Super Bowl is such a big story, the mainstream media welcome different angles from which to cover it.
Publicity 101: provide an unexpected angle on a major story
Is it possible to use the Super Bowl to boost attention to and attendance at art museums? You bet.
The directors of the Milwaukee Art Museum (Green Bay doesn't have its own) and Pittsburgh's Carnegie Museum of Art have reportedly made a friendly wager on the outcome of next weekend's Super Bowl game, which will feature their respective "home" teams. The temporary loan of multi-million dollar French Impressionist paintings (one Renoir, one Caillebotte) is on the line.
The directors even threw in some good-natured trash talk, to give the story a little more meat: