Every business has a story to tell. All too often, however, it’s hard to carve out time to promote it.
Applying a structured approach to getting published can make the process so much easier. This presentation shows you how in six easy steps:
- Identify your stories
- Understand your target audience
- Research publications with an interest in your stories
- Build your media contacts list
- Structure your press release
- Amplify your coverage
Firstly, what makes for a good story? It’s useful to think of the TRUTH acronym:
- Timely – what’s just happened or is about to happen?
- Relevant – is your story of interest to your audience?
- Unique/ unusual – how can you stand out from the crowd?
- Trouble – how was a problem or challenge overcome?
- Human – is the story real or relatable?
Some typical types of story to help get you started:
- Anniversaries or other milestones
- Community projects: donations; giving up staff time for a good cause; intergenerational projects
- Contract wins
- Environmental initiatives
- Funding or award wins
- Hero efforts
- Innovation or a new product launch
- Job creation
Your next step is thinking about your audience. Who’s going to be interested in this particular piece of news and which publications might they read?
Yellow Bird Marketing and Communications’ guide to Getting Your Stories in the Press offers some useful examples and templates to get you started.