You have great stories to tell - by Stanley Hurwitz

A Chinese restaurant owner, an orthodontist, and the creator of an organic energy drink come into a bar.

No, it’s not the first line of a joke. And, in fact, they didn’t come into a bar. They don’t even know each other. What they have in common is they all know me. Each is an excellent businessperson, each understands the value of PR and marketing, and each admits they don’t have the time, know-how or creativity to properly promote their businesses.

The restaurant owner developed a loyal following over two decades but, of course, wasn’t happy with empty tables. She had excellent ideas to attract customers: trivia, karaoke, line dancing, sporting events on giant screens, paint nights. To get more buzz, she contacted me. I developed a cross-marketing plan with her and YMCA to tie in with the Chinese New Year: To attract Y members, we promoted a 10% discount with one’s Y card. In addition, customers could add any amount to their meal check, earmarked for the Y summer camp, and donor names were posted on a special wall. A news story went to local media and was displayed at the Y and restaurant. A Chinese cooking demonstration and Asian exhibit are being planned, and the Y hung a large sponsor banner.

The orthodontist wanted a new way to thank patients who completed their braces treatment. My idea was a cross-marketing plan in conjunction with a local photographer. He offered a free sitting and portrait for braces “graduates,” while the doctors promote the offer. Flyers about the program are displayed at the orthodontist’s offices and the photo studio. The offer is posted on both parties’ Facebook and web pages, and a story about the offer was sent to local media.

Three years ago, a young entrepreneur was inspired to create an organic energy drink during early morning college classes; classmates were either half asleep, sipping coffee, or nursing an energy drink. His dad, for whom I had done PR,, recommended my services to help boost drink sales. Although most of his existing retail outlets are in southern New England, my news release, distributed nationally to general business, food and beverage industry media, created the illusion of a much bigger company. I sent the story to over 1,000 editors and reporters. Several publications and websites used it, but the best news: The story caught the attention of the northeast food buyer for a national convenience store chain. As I write this, the bigwigs are test-tasting the drink and will, hopefully, place their first order. And that will be the topic of my next news story about his business.

Every business has great stories to tell. The trick is to find the right PR/marketing pro to uncover unique angles, write compelling stories, and get them into the right hands, thus attracting attention and creating buzz.

Stanley Hurwitz is the founder of Creative Communications, Stoughton, Mass.