What Makes a Good PR Story?
Thought you needed to be a Kardashian to have a good PR story? Heard the saying “if it bleeds it leads?” Notice the arrival of a celebrity baby or the birth of a baby elephant can steal the limelight?
It’s most likely your business won’t have anything in common with these newsreel highlights, so how do you steal the show, make the headlines?
Knowing what makes a good story is important to getting coverage and keeping clients centre-stage.
So what are some of the magic ingredients to shaping a story that will have journalists sit up and pay attention?
It’s new – by its very name news is about new things. However, a new piece of technology isn’t going to make it through the ‘so what test’ if it doesn’t also meet some other criteria. Usually it’s the first, the biggest, the smallest, most expensive… it makes people think “wow!”
It’s relevant – your story needs to appeal to the readers. It’s the second test after the ‘so what’ one, so make sure you’ve thought through what makes it relevant.
Human interest – people like reading about people who have gone before them, especially in business. Headlines can therefore be achieved by telling your story as founder, leader or innovator.
It’s topical – the Internet of Things, crowd-funding and wearable fitness bands are all buzzwords of the moment. If you can ride on the popularity of a big trend, using other ingredients from the list, then you have the makings of a story.
Achievements – winning awards, securing substantial funding, closing a significant contract are important markers for not just your company but also the industry you work in and for.
It’s surprising or entertaining – we like to laugh so stories that raise us out of the doom and gloom get through because they are so different.
Ref: Essential 24/02/2016
Public Relations professionals are leveraged for their skill-set, contacts and relationships within the media. A good Publicist understands what “wets a journalist's taste buds” and the ingredients required to get their attention.
According to a survey conducted by YouGov UK, “64% of people who work in the media are most likely to read a release if it is from a recognised sender and furthermore, almost half are also more likely to read a PR story if they have a good relationship with the communications professional sending it (43%)”