A core component of any solid PR campaign is telling a good story. That means packaging the facts in a way that resonates with target audiences.
For media, that means the information you are sharing doesn’t sound like a commercial for your company. Rather, it should be relevant or useful to the readers or viewers who consume a target outlet’s editorial content.
One of the best ways to garner media coverage is to devise a compelling story angle, which essentially answers the question “Why?” – why should or will anyone outside your organization care about the story you want a reporter to cover?
There are some tried and true angles that consistently work, because they help journalists easily see how they can present a story. These include:
- New or first – Beating competitors to market with an innovative product or service is always interesting and almost always newsworthy. People want to know what the latest, greatest thing is, and reporters are often the conduit of that sort of information.
- Solves a problem or protects – It’s easy to understand why the media is interested in technology and ingenuity that make the impossible possible, protect us from a threat or danger, allow us to do something we previously couldn’t, or somehow makes life easier.
- Different – Stories that include unexpected elements or flip a conventional norm on its head always attract attention.
- Trendy – Sometimes called newsjacking, tying your story to a topic that’s already getting press will increase the odds of it making the headlines, too.
- Seasonal – Building a story around a season, from summertime to the holidays, has a built-in edge because there are some stories that media run every year. For example, how to avoid bug bites and popular gift ideas.
But, what if the story you want told doesn’t seem to fit within any of these common angles? If an idea isn’t newsworthy at first glance, that doesn’t necessarily mean there is no news value. It just means you have to look harder for it with a more strategic eye.
When you’re trying to find a compelling angle for a story that initially comes across as too promotional or uninspiring, take the following steps to help you frame a story so that it meets both your coverage goals and the media’s needs:
- Follow related current events.
Search for recent news articles that pertain to the story you’re selling. Only when you know what kinds of stories are already being published can you piggyback on to them.
- Ask lots of questions.
If you’re tasked with publicizing a new product, try to find the stories within the story – the milestones that led to its launch – and learn as much as you can about it. The more you know, the more likely it is you can come up with a solid angle. Be sure to ask:
- What was the inspiration for the product?
- Did anything interesting happen during its development? For example, was the design modified partway through for some reason, and if so, why? Did the company create new processes that helped it reach completion more efficiently?
- How does it differ from competitors?
- Is it unique in any way? Is it the best/fastest/biggest/smallest/only/etc.?
- How will it impact and/or benefit its users? Are there testimonials?
- Do any third-party influencers endorse it?
- Search for human interest.
Put on your consumer hat, and think about the types of stories that grab your attention when you’re scrolling the news. If it’s heartwarming, you’re probably going to read or watch it. The same is true if you can personally relate to it somehow, which means the media is more likely to publish it.
Asking these questions will help you uncover the story’s human aspects, like how a person’s life has changed from using your product, or a surprising fact like how the mastermind behind it came up with the idea while watching her child’s soccer game the previous season.
If you can find a way to humanize the story, you’ll be well on your way to placing it.
There’s a reason public relations typically falls under the auspices of a journalism degree: It’s because you have to understand journalism to be a successful PR pro like the ones you’ll find at GYC Vegas, a boutique PR agency. We excel at finding, pitching and placing stories that build brands. Contact us today so we can get started on shining the media spotlight on your business.