Tuesday, September 22, 2020
Many business owners tend to see public relations as an ever-changing field that’s filled with mystery and don’t always understand how it really works. This tends to lead to them working with publicists or PR agencies companies that will do that part of their job.
However, with a little trial and error, anyone can figure out what it is that journalists and media outlets are looking for and the best way to get their attention. At the same time, there are particular details to every story. The businesses and people trying to get publicity and promote themselves to the public need several crucial things that they can use to gain that attention. Additionally, anyone can create these materials on their own or with the help of a publicist.
Story
This is one of the most difficult things essential to a PR toolbox because when a company wields a timely story, it can generate a lot of interest both from the media and the public. To figure this one out, businesses need to look inwards and realize what is it about the company that makes it special, and why does their product or service matter at this point in time.
Going about finding a story in any other way other than those two key points is going to end up sounding too much like an advertisement. Journalists and reporters are always looking for good and compelling stories. Businesses can sometimes pinpoint some of the current events that are ongoing in the world to get the much-needed press because some of these trends are general, such as holidays or a particular group of people in an industry.
Press Kit
A press release should contain all relevant information, but it’s not as powerful as a good press kit because press kits have a visual element. It becomes a lot easier to bring a story to life with high-quality and vibrant visuals.
Additionally, the journalist also has an easier time assessing all of the background information about the business, and quickly deciding whether they should be doing a standalone feature or dismiss the story completely.
Statistics
Any press releases, pitches, and press kits that a business creates should be focusing on data. Because no matter how interesting a story may sound, it still has to come with proof. It’s the story that’s going to get the most attention from the public; however, the statistics are important to show everyone why they need to care enough to even read it in the first place.
Headline
When the journalist receives a story, they are also going to need a click-worthy sample headline that’s going to get people interested in that story. These are people that are constantly on the receiving end of different pitches, so it’s important to have one that’s going to stand out. A headline is the main part that’s going to guide the rest of the content that’s being presented to the public, which means it should be surprising or intriguing, as that’s the best way to drive action.
About the Author: Ronn Torossian is CEO of 5wpr, a leading PR firm.