Anatomy of Stories for Public Relations
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  • 1. Building Your Brand ByBuilding Your Story G2 Communications Inc. 4250 El Camino Real, Ste. A104 Palo Alto, CA 94306 www.g2comm.com 650.856.1607 @g2comm www.facebook.com/g2comm
  • 2. “Stories are the creative conversion of life itselfinto a more powerful, clearer, more meaningfulexperience. They are the currency of humancontact.”-- Robert McKee“If a story is not about the hearer he will notlisten.”-- John Steinbeck © 2012 G2 Communications Inc.
  • 3. Why the Need for Story The human connection between the problem and your solution To match up the challenge and the associated emotion to your solution Stories are not intellectually based © 2012 G2 Communications Inc.
  • 4. Why is PR Important to Your Story? PR takes the disparate pieces to create the story Good PR crafts the story for journalists PR makes the value of your company’s solution have value for the journalist’s audience © 2012 G2 Communications Inc.
  • 5. Companies Think Their SolutionAlone is the Story Our gizmo is better than X’s Our product should be on the cover of TIME We just need a press release & we’ll get great coverage © 2012 G2 Communications Inc.
  • 6. Myths About PR: What PR is Not Free advertising for your company A press release that leads to a feature story every time A rolodex full of media contacts who write about your company whenever you call Being on Dr. Oz because you’re passionate about your new medical device Being featured on TechCrunch because you have a new mobile app to measure you’re likeability © 2012 G2 Communications Inc.
  • 7. Media Story Mistakes Only want to talk about your solution The story is a product description Communicate one-way marketing messages Doesn’t have a hook © 2012 G2 Communications Inc.
  • 8. © 2012 G2 Communications Inc.
  • 9. What Life is Like for Today’sJournalist  In the old days journalists filed 1 story a day or every few days  Today a journalist might have to file 1 story every hour, plus blog and tweet  They get 100s of emails from PR peeps on news that has nothing to do with what they write about  With much tighter deadlines they get very cranky  Public flogging of PR peeps is a regular occurrence on Twitter © 2012 G2 Communications Inc.
  • 10. Consequences of Not CarefullyPitching a News Worthy Story © 2012 G2 Communications Inc.
  • 11. Journalist Rants About PRPeeps in Their Currency © 2012 G2 Communications Inc.
  • 12. Traditional Media Isn’t Dead Yet Percentage of original content found on social media pales in comparison to traditional media – Pew Charitable Trust Study Media stories about your company increase credibility & desire for your brand  Positive stories make invaluable content for curating and syndicating on social networks © 2012 G2 Communications Inc.
  • 13. Where to Start  Remember composition 101: the story has a plot, characters, conflict, theme, setting, point of view  Come up with the human interest angle about your product/service  Start at the end – customer experience from using your product  Articulate the problem  Educate your audience  Come up with a personal anecdote © 2012 G2 Communications Inc.
  • 14. Story Examples CEO boxes tougher opponents, turns around failing company; scrappy contender metaphor puts company on the map Hospital acquired infections – patient develops MRSA after knee surgery; what life is like now Did you know that far more soldiers coming home from Afghanistan suffer more from tinnitus than PTSD? Digital x-rays & and astute ER doc from Shepherd Hospital saves a patient from permanent brain © 2012 G2 Communications Inc. damage
  • 15. Elements of Your Story Who, what and why Show me, don’t tell me Why should I care? What universal problem are you solving? How did you come up with your business idea; your light bulb moment  Personal experience  The pain you witnessed/experienced  Improvement you made that changes the game You need to provide sources – customers, background/market research data, company founders, executives, backers, influencers, etc. © 2012 G2 Communications Inc.
  • 16. Augment With Social Media  Blog  Twitter  Facebook Page  LinkedIn  YouTube © 2012 G2 Communications Inc.
  • 17. Reach Your Story Goals withG2 Communications! http://www.linkedin.com/in/shellygordon https://www.facebook.com/g2comm https://twitter.com/g2comm sgordon@g2comm.com www.g2comm.com © 2012 G2 Communications Inc.