PR success - great stories get great coverage


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To stand apart from the crowd you need a great story, with a great hook, whether you're promoting your company, a product or service.

Find out out what you need to successfully promote the kinds of stories that capture media attention.

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PR success - great stories get great coverage

  1. 1. Building Your Brand ByBuilding Your Story G2 Communications Inc. 4250 El Camino Real, Ste. A104 Palo Alto, CA 94306 650.856.1607 @g2comm
  2. 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
  3. 3. Why the Need for Story At the basis of the problem you’re solving is a human experience -- fear, frustration, pain, risk, uncertainty, love, happiness, peace, etc. The story is the human connection between the problem and your solution  Even a vertical b2b product has an underlying inspiration The story matches up the challenge and the associated emotion to your solution Stories are not intellectually based –  We’re easier to implement, with greater interoperability and better ROI is not a story
  4. 4. Why is PR Important to Your Story? PR takes the disparate pieces of the company -- the leaders, the products, the services, the experience and challenges of the customers to create the story Good PR crafts the story for journalists - something worthy of writing, publishing and/or broadcasting  Your company is featured in the context of something that’s important in people’s lives. PR makes sure the value of your company’s solution also has value for the journalist’s audience Story is the only word that matters to a journalist
  5. 5. Companies Think Their SolutionAlone is the Story We have a new gizmo that’s faster than the fastest Intel processor We think our product is so cool it should be on the cover of TIME Magazine  If we get on the cover we’ll go viral Ourproduct is so important we just need a press release & we’ll get great coverage
  6. 6. Myths About PR: What PR is Not Free advertising for your company A press release that leads to a feature story starring you every time you issue one 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
  7. 7. Media Story Mistakes We only want to talk about your solution We think the story is a product description We only want to communicate one-way marketing messages The story has to have a hook – you need to grab the reader in the headline, first sentence  Even when you’re trying to reach a specialized audience, people respond to great stories
  8. 8. JUNEAU, AK -- April 13, 2012 -- As Tinnitus Awareness Weekcommences, XYZ Company, a new tinnitus solution provider,today announced the recent publication of clinical study resultsin the Journal of the Association for Research in Otolaryngology(JARO). This clinical study titled “Temporary Suppression ofTinnitus by Modulated Sounds” describes an effective means toreduce tinnitus perception by amplitude modulated tones.The XYZ Tinnitus Treatment System includes customized,amplitude modulated treatment tones within XYZ TTS. The XYZTTS consists of a handheld patient device to generate soundtherapy, earphones, and proprietary treatment sounds whichare customized to each patient and designed to address theunderlying neurological cause of tinnitus.
  9. 9. What Life is Like for Today’sJournalist In the old days journalists filed 1 story a day or every few days depending on the nature of the story Today a journalist might have to file 1 story every hour to a few hours, 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
  10. 10. Consequences of Not CarefullyPitching a News Worthy Story “Today people send out press releases so they can see their company all over the Internet” “PR people have a PRWeb mentality; they want ‘pay for play” “The thing that bugs me is companies who think that if they get interviewed they will dominate my story. They don’t understand that they’re part of the story; not THE story. But they want the story to be about them. Or they’ll pitch only what they’re doing and not make it broader. They don’t get it. And they don’t like the outcome of the reporting. I get a lot of these kinds of queries.”
  11. 11. More Journalist Rants “I get about 300 emails a day; 200 are from PR people who send out press releases to promote their product using the ‘Howitzer’ approach!” “I’m annoyed by PR people who haven’t taken the time to understand at all what we cover (health news outlet). I get releases about country music! I get releases with follow up calls. Don’t ever call me to see if I got your press release. If you’re calling to do that, I cant imagine we have a relationship. Not only is it a waste of time, but you’ll get a mini rant. It won’t be pleasant.” “I hate when PR people use nonsense words like breakthrough technology, etc. Show me, don’t tell me. It won’t work for me and other journalists in the business.”
  12. 12. Traditional Media Isn’tDead Yet Contrary to popular belief, the 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
  13. 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
  14. 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? Healthcare reform drives new care models – ACOs; we streamline ACO management Report comes out stating 70% of seniors living alone will be subjected to financial fraud  Talk to elder care advocate and professional conservator… Digital x-rays & and astute ER doc from Shepherd Hospital saves a patient from permanent brain damage
  15. 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.
  16. 16. Augment With Social Media  Blog  Twitter  Facebook Brand Page  LinkedIn  YouTube