Every year, the Super Bowl stories appear like clockwork, even if the local team isn’t headed to the Big Game. Like death and taxes, you can count on these stories:

• Crazy fan who does something outrageous

  

• The mayoral wager
• The local connection to an ad destined for Superbowl
• The local business with its unique Super Bowl themed gathering
• The local business that manufactured the team’s secret weapon jersey, helmet, pads, football or shoelace
• The local bar with the most TVs, hottest wings, longest hoagie or other Super Munchie claim to fame
• The local fan who will spend far too much on attending the game
• The local fan who spent an unbelievably small amount getting to the game
• The food
• The fashions
• The Super Bowl Hero’s best friend from junior high
• The traditional Memories of Super Bowls Past
• How to buy a big screen TV, nachos, or beer
• Far too many stories about the team’s “chances”
• Will he or won’t he?  Will (insert injured athlete’s name here) play?

Want to have your business included in a story like these?  Here are a few helpful hints:

• Plan ahead — many of these stories will be written months in advance — long before Super Fever hits the general population. Or, the relationship that leads to inclusion in these stories was cemented months in advance.
• Make certain there is a real business reason for getting included.  Sure it is fun to open up the paper and see your business included in a fun story on salsa but unless you work for a tomato farmer, a grocer, or local gourmet snacks company, does it really help your business?  (And, the answer may be “yes” but make sure you ask the question.)
• Stay on brand.  Ask yourself if outrageous fits your brand.  If it does, it’s OK to offer to shave your head and wear a tutu for a week if your team loses.  Probably not OK if you are a CPA, and you’ll be doing a board presentation next week.  It might, just might, impact your credibility.
• Think about where your expertise might be useful.  If you are a doctor, go for the injury story, or maybe the heartburn medication assessment.

Opportunistic PR does have a place in the PR toolkit but it doesn’t necessarily mean unplanned or last minute.