Monday Quick Tip – Riot Gear For Chicago Police Horses Is Example Of Timely Horsebiz News In Mainstream Media

It’s catch-up time at No Biz Like Horsebiz! Thankfully we’re almost there, and many thanks for your patience! 

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One important factor in public relations is knowing what’s making the news, and how your own story or message ties in with current events. With the upcoming NATO/G8 summits in Chicago (May 19-21, 2012), the media is featuring stories about the City’s preparations, including recent coverage about 3,000+ sealing face shields purchased for officers that might be blinded by bags of urine (yuk) and other liquids thrown by hardcore demonstrators.

While horses don’t often make frontpage or televised news in Chi-town (except for another story this week about some reportedly stolen horses that were later found down the road), the story about riot gear for the mounted unit’s 30 horses made it to both morning TV news and the Chicago Sun-Times, and perhaps more. If your horsebiz is trying to get either mainstream or equine media coverage, this is a great example that illustrates the art of the tie-in.

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Thankfully the Chicago Police Department’s Mounted Unit is considering the safety and welfare of the equine portion of mounted teams for NATO/G8 demonstrations, with the purchase of padded nose guards, eye shields, and both front and rear leg shields for the horses; they’ve also requested training aids to help with preparing the horse & rider teams for what are expected to be crowds of demonstrators numbering in the tens of thousands. A detailed article is available online at the Chicago Sun-Times website, but the story also made the Monday morning news on NBC-Chicago.

What makes this story relevant, timely, and interesting?

  • It builds on the recent Chicago Sun-Times news story about the face shield purchase for police officers
  • It’s part of the overall news for the City’s NATO/G8 preparations
  • The idea of HORSES also getting equipped with riot gear has enough of an ‘omg’ factor that it can cut through information overload to grab the attention of readers and viewers
So many of the equine-oriented press releases I see these days are really announcements that might be more suitably housed on a company or organization’s website or shared via social media; they’re just not attention-getting enough to make the cut for media. With smaller overall marketing budgets, media ad sales are down and that translates into slimmer equine magazines and less overall content in most places. The consequence is that today, your story has to be timely and relevant to the particular outlet’s audience and well-pitched in order to get the media coverage you desire.


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Filed under Equine Industry Marketing, horsebiz, Monday Morning Quick Tip, Uncategorized

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