Big news about what’s happening in the world is ever one-dimensional. When something “big” happens, there are many stakeholders involved. If there is a tragedy, say for example a hurricane, media don’t just livestream the bad weather. Reporters interview those who lost homes or who were injured, those who have family who lost homes or were injured, political leaders, weather experts, and many others. Newspeople understand that all of these smaller coverages are puzzle pieces that contribute to a bigger story. This is the next important time to do media relations: when you have information that helps tell the big picture.
In 2013, the Minneapolis/St. Paul Business Journal wrote an article on Glam Doll Donuts and their large stock of Sriracha. Glam Doll Donuts is a local Minnesota donut shop with a spectacular reputation. In the article, it’s explained that Huy Fong Foods Inc. (was) going through a dispute that possibly would’ve shut down hot sauce production. Co-owner of Glam Doll Donuts Teresa Fox consequently bought a mass quantity of Sriracha hot sauce, in order to ensure that the shop would have enough Sriracha for its spicy peanut butter donut, the “Chart Topper.”
Fox’s story is not the main event. Ultimately, people were more concerned about the outcome of Huy Fong Foods Inc. more than they were worried for a spicy donut from Minneapolis. However, Fox’s story adds another layer to Sriracha’s dispute. It thickens the plot, and pulls in more readers. It’s also smart because typically you wouldn’t consider hot sauce as newsworthy information. If your company is acting or reacting to current events, possibly you have information that could help tell the big picture. When you have a piece of this puzzle, it is time to initiate media relations.