When I received feedback from a client that read, “Thank you for your advice, we put it into action and it went down a storm! We never thought we would accomplish what we did, thank you”, I considered that a priceless comment!
This company achieved a full-page news article in their local newspaper, based on our advice and input concerning media relations. Never before had they attempted this, believing they weren’t good enough, interesting enough or newsworthy.
They achieved what they deemed to be the unachievable, and also received a huge dose of recognition and credibility – I love PR for having the power to do that.
How did they achieve this? They developed a story that was authentic and relevant to their audience.
Here I share with you 3 PR tips to help you capture media attention, whether its for yourself or your business.
1. Be interesting
How do you make your story interesting but, keep it authentic and rich with content that is relevant to your audience. Be honest with yourself, is the story you are contemplating interesting? Maybe you have a hero in your business, a product that makes your customers’ lives easier, or a quirky service.
Just think of the most gripping stories, they can be exciting, scary or enlightening – but regardless, they engage.
Just think of the most gripping stories, they can be exciting, scary or enlightening – but regardless, they engage. One of my clients didn’t think they had much to announce this month so we got talking about business and developments and it turned out they had achieved new business on a national scale. From a provincial business they had developed into a UK wide business. We were able to develop a piece of communication around this to ensure the audiences they wanted to engage with knew about their capability and credibility nationally.
2. Be unique
Maybe you have a new service or product, or have achieved something unique in your industry. Maybe you are the only company in your industry to reach a particular milestone. Perhaps your recent new starter is unique – perhaps the only male in a female environment? Maybe your product is the first of its kind off the production line.
It isn’t good enough to create corporate fluff dressed up as a good story; think about how you would want to read about you. Only last week we identified a story that demonstrated my clients business performance and innovation in their market with their investment in electric vehicles. This is a worthy piece of communication for my client as they are the first company in their sector to make this investment.
3. Be newsworthy
Putting aside scandal and conflict, which the media love to focus on, ask yourself: Is my story really news? Is it bang on trend, an opinion piece, or hard-hitting? Is it filled with human interest and local interest?
Ensure it is timely – and by that I mean current. Your stories need to be fresh, and relevant to the media channel you are engaging. We easily achieved success for a high school that had organised a school trip to England’s chocolate capital to learn about its history and heritage. No, it isn’t hard-hitting news, but it’s full of human interest, relevant to the geography of the school, and let’s face it – who doesn’t like chocolate?
If you can identify a few of these PR nuggets you’ll be achieving top quality PR results that will connect you to your audience, create more understanding about what you do, and develop your reputation. What’s not to love about PR!