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:

  1. Identify your stories
  2. Understand your target audience
  3. Research publications with an interest in your stories
  4. Build your media contacts list
  5. Structure your press release
  6. 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
  • Events
  • Funding or award wins
  • Hero efforts
  • Innovation or a new product launch
  • Job creation
  • Partnerships

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.


Want to explore how Yellow Bird might help your business with PR? For an initial chat and assessment of your marketing and communications activity, please contact us.

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