Once upon a time there was a group of highly trained professionals who knew all about what journalists look for in a story…
Having a story that journalists will snap up is the most important aspect of public relations. All of our consultants have experience of journalism, so we know what the media is looking for and we can engage people.
But here are some tips for a handful of things that make a decent story, some will appeal to all media and others to local media only. Only the strongest stories are taken up by television and radio, and even then you need to have experience and knowledge of geography and timing.
Here are some stories that with the right spin and the right contacts can work well:
Whacky stories. The weird, the quirky and the ironic, something you’d gossip about to your friends, work colleagues and family, and that they would pass on.
Focus on something unusual. Be the first/last or the biggest/smallest.
Human interest. People are at the heart of all good journalism. Even the dullest business story can be rejuvenated with an explanation of how your product or service can help people.
Charity initiatives. If your company is fundraising or assisting a worthy cause in some way, tell the world.
Interesting facts, figures, statistics and surveys are good sources of information for journalists but you still need to offer them the quirky or unusual aspects of the story.
Marking special events such as significant anniversaries.
Mirroring national trends. If there is a story running that you have the expertise to comment on and it impacts on your business, then do so.
Awards presented to your staff, or business, are worth shouting about.
National days, weeks, fortnights and months. Seek out the ones that relate to your business and link with them.