For centuries, people have used storytelling as a way to pass down knowledge and lessons from one generation to the next. Over time, technology has allowed us to tell these stories in more detailed and varied ways. While the core purpose of storytelling has remained constant, it has evolved to suit different mediums and audiences.
Stories can be used in many different ways, from marketing products to providing entertainment, preserving culture and education, and more. In the realm of public relations, storytelling is an incredibly powerful tool for delivering a message. While it's important for clients to tell their own stories, it's only one aspect of a comprehensive PR strategy. Earned media is a valuable tool for building engagement and trust with a target audience. However, it takes more than a casual meeting or social media likes to develop strong relationships with members of the media. The key to building these relationships is through effective storytelling, and there are opportunities for storytelling all around us.
Understand Your Narrator’s History
It’s important to tailor your pitch to the right reporter for your story. Instead of sending a generic pitch to your entire reporter contact list, focus on quality over quantity by sending personalized pitches to reporters who have already shown interest in your topic. In the past, reporters were responsible for writing only one story per day or even less. However, with fewer reporters in local and regional markets and a higher demand for stories, reporters are now under more pressure to find unique stories. Therefore, it's crucial to cater your story to the journalist and help them understand its potential.
Conducting thorough research on the reporter's background can not only give your pitch an advantage but also make a positive impression on them. With the recent decrease in news media positions, younger and inexperienced reporters may be the ones reading your pitches. That's why it’s essential to create a pitch that's worth their time and to start building new relationships. Try to discover the types of stories journalists like to tell beyond their beat so that your pitch has a better chance of becoming a headline. By gathering more information about the reporter's style and publication, you can better determine if your story would appeal to their audience and help you achieve your client's goals.
Let Go of Your Attachments
Although everyone has a story, the individual should not be the primary focus of your pitch. Instead, it is the action that captures the audience's attention. To make a compelling pitch, you must convey why people should care about the story. Reporters receive a high volume of pitches, and they have to quickly filter through them. Therefore, if you place too much emphasis on the details of the client, the story may not resonate as effectively as it could. Your pitch may get overlooked in favor of something more relevant.
An effective story should present the character, conflict, and resolution in a concise and captivating way. Lengthy details will only slow down the pace. In a world with short attention spans, use active voice and tighter language to maintain readability. Keep in mind that writing in a straightforward manner does not mean it has to be dull. Use descriptive language to color your pitch by describing what is happening. Storytelling is about creativity, so challenge yourself to practice the art of word economy to engage the audience quickly.
Becoming a Trustworthy Resource
One of the most powerful aspects of storytelling is the reader's ability to visualize and connect with the language. When creating a pitch, consider what elements could add depth and enhance the story while also keeping the medium in mind. Offering well-researched contacts, engaging B-roll footage, or unique audio components can strengthen your relationship with journalists and help them craft a compelling story that stands out from competitors. Your resources serve a persuasive purpose, so highlight sensory aspects that can elevate TV or radio spots. Remember that you can't control how the story is told, but you can guide the process by providing a pool of curated resources for the reporter to draw from.
In public relations, you often have access to information that journalists would need to spend time searching for. It's your responsibility to think like a journalist and gather hard-to-find details that can elevate the story and provide them in a timely manner. Being a reliable resource and being available when the storyteller needs you are essential qualities for building a strong media relationship. Their deadline should also be your priority. Gathering quotes, bios, points of contact, and photos can streamline the research process and improve the overall quality of the piece. This also conveys greater value to the reporter and facilitates their ability and desire to tell your client's story. Earned media that highlights a person's journey to overcome a conflict can create an emotional connection and is one of the most impactful ways to build trust. When appropriate, offer a few members of the company's staff or customers as resources and prepare them for potential interviews. Although they may be experts in their field, they may require some media training to effectively communicate their value.
The Art of Letting Go
As public relations professionals, our main focus is to present our clients as thought leaders in their industry and showcase the positive qualities that set them apart. However, when it comes to securing earned media, we must learn to find a balance between our clients' priorities and the journalist's priorities. Journalists are focused on finding a great story that will give them an edge, and sometimes the story they uncover may not present our clients in the most favorable way.
To reduce the risk of bad press, it's important to consider a variety of angles before pitching a story. When providing additional contacts and resources, we must also ensure that we have done our due diligence in providing factual and ethical information. We must also be prepared to let the reporter take the reins and develop the story in their own way, as long as it aligns with our clients' values and goals.
We should also be mindful of any variance in priorities and be a reliable resource for the best possible outcome. This means putting in the work and being available to assist with any necessary research or preparation for interviews. Building positive relationships with the media is crucial to fostering influential stories and may even help secure additional coverage in the future.
In summary, we must learn to let go and trust the journalist to develop the story in a productive direction, while being a reliable resource and nurturing positive relationships with the media. By finding a balance between our client's priorities and the journalist's priorities, we can secure earned media that resonates with the intended audience and showcases our client's strengths.
A Few Key Points to Remember
The power of storytelling has endured for centuries, as it remains a way to connect with others and convey authenticity. In the realm of public relations, storytelling is utilized across various platforms, such as TV, radio, print, podcasts, and social media. It is essential for PR professionals to identify compelling stories and match them with the appropriate outlet and speaker. Storytelling serves as a vital aspect of building community and has the potential to leave a lasting impact for generations to come. When approaching journalists or other storytellers, it is crucial to be respectful, resourceful, reliable, and relevant to ensure that these stories contribute to a legacy that resonates with audiences.