Uncovering Your Business' News Story
Generating positive public relations is all about THE STORY. What is your story and why are you unique in the industry or amongst your competition. When I sit down to learn about a new business I often listen for key things: 1. What is your direct competition in the market like? How unique are you? 2. What made you decide to go into this industry? Is there a personal story here?
3. Why did you develop this product of service? What problems will it solve for customers? 4. Do you plan on growing your business by looking at other products and services or expanding what you have to create something new? Today's media want to cover the hottest new trends. Period. They're looking for something no one else has
covered or a lead for a future story. It's important that you follow your local media (and favorite national pubs) and the writers you'd like to
produce a story on your business. Also, following national trends and jumping on opportunities can be extremely beneficial. It will also keep you from trying to pitch a story that has already been done, getting you no where with your efforts. Take the green movement right now. Everyone jumped on the Earth Day bandwagon and it was a crowded news week, but did you know that there are two other noted dates on the calendar dedicated to green living and recycling? With the down turn of the economy everyone is looking for new ways to save money. Editors might be more interested in your budget-friendly product/service, upcoming promotion, discount or sale than you know. It's all about being aware of what's happening and seeing how your business is applicable. When trends are hot, journalists are looking for all kinds of tips and experts. For the DIYers it can be as simple as writing a related pitch to the writer connecting the trend to your business. If anything they'll keep your information on file as a potential reference for a future story. That's the kind of expert positioning that builds real credibility! How would you answer the questions above? It could determine whether your PR program is successful or not. Think like a journalist, interview yourself and dig through what's specifically interesting about you and your business. Journalists don't want the same information and story they've already written. They want something new and of current interest.
And the last thing they want is a generic company press release that fails to relate the information to a real story; a "why". Believe me, everyone has a unique story to tell and it's always interesting. You just have to think like a journalist to find it!
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