In my last PR for small business post I talked a little about knowing your audience. This would help you define more closely who you need to focus on and find the best mediums to reach them. Kind of a durr! post, I know. But you’d be shocked how many people develop an amazing product, thinking it’s so awesome it’ll just sell itself…then watch it fall flat because it never finds its way to the people who can’t live without it.
The next step is important: Find your story. Even better, find your stories.
What makes your nail salon different? What does your auto repair shop do better than any other shop in your area? Do you have kick-ass customer service while your competitors are notorious for their lack of it? Maybe your company has a great charitable or environmentally-friendly commitment.
This isn’t limited to your business, either. Maybe you as an individual have a compelling story – dip into your personal background. Overcome a rare disease or rare childhood? Adopted 6 children from Africa? Leave a high-paying corporate gig to jump out on your own? All of these are compelling and make for great reads.
Look for compelling stories everywhere. What may seem like everyday, mundane to you might be a revelation to the readers of your favorite trade publication; or what seems like an overplayed (among friends) personal story or belief might be an inspiration to readers of the local newspaper.
Relevant to 2009 – New media. What’s going to drive hits to a blog, or make for interesting chatter on a podcast?
The key to this is to think like an editor. Think of the story in its final form – what’s the headline, the subhead, is there a picture, who is quoted, and on and on. The best PR people don’t think like PR people, they think like the journalists they have to work with on a daily basis.
Which brings me to my next post, where we’ll chat about identifying outlets, editors, journalists and others who will want to hear your story, tell your story and make you a freakin star.