Fishing for a story hook. In the world of public relations (PR), that means focusing on the heart of the story. In the marketing/PR agency domain, we are regularly approached to promote a story for the sake of promoting the story presented to us by a client. Often times, that story is not of interest to the media. (After all, that’s the goal: to earn the media’s attention.)
PR Strategy
The PR strategist’s role is to dig deeper with the client. To explore what in that general idea might be the news nugget. Ironically, the story you believe might be newsworthy often ends up being quite different than the story that DOES have merit –– and that’s a good thing.
A case in point: a client informed us that the leader of a national organization was going to be speaking at the annual meeting here in Vermont. They thought that was newsworthy as the organization is well known. We asked why they considered that interesting to the rest of the Vermont community. “Well, how often does someone of this person’s stature come to Vermont?,” they asked. We politely replied that it didn’t satisfy what we call in the PR world, the “who cares” factor. (Tip: Always ask yourself first why your audience might truly care about your story.)
After further discussion about the purpose of the CEO’s visit (a keynote address to industry professionals) and his knowledge about current national and/or statewide trends, we started to uncover more relevant information. It was our job to come up with the hook for the story, and explain to the client why this would be a better pitch to earn the media’s interest and encourage coverage of the story. It worked! We collaborated with the client to make the story topical, local and relevant to the Vermont audience (and therefore the media). The media ran with it. ROI for the client included over 400 comments on social media that day and created a healthy dialogue about the topic.
Dig Deeper for the Story Hook
The guts of a story is what garners audience and media interest. Your communication strategist is a specialist in refining your story by asking the right questions to find the focus of the story. Sometimes it requires in-depth research, gathering of data, and especially a PR person who thinks like the press. In fact, if the strategist has strong relationships with the media, she may even have a candid conversation with a reporter to see what might be of even more interest.
Part of our job is to help clients understand that the press does not exist to cover exactly what PR folks pitch. The media appreciate it when we send a strong story idea their way and provide helpful information. The media exists to inform and even entertain their readers, viewers or listeners. Like the client, the press cares about what’s in it for them and how it will affect their audience. The best hook delivers a win-win story for everyone: reader/listener, reporter, and client with a story that enlightens or entertains. (This is one instance where your social mission gives you an advantage — so many wonderful stories to share!)
Help the Press
And finally, you need to make yourself available to the press. Be prepared with your comments. Be prepared – in case your topic could be controversial – to have comments to address both sides in a positive manner. Knowing what visuals (if broadcast or print media) would be helpful for the reporter is always appreciated. (And, may earn you another interview someday!)
Fish for the hook. Be savvy as to what can benefit you and your organization and the media, and let a PR strategist coach you in that effort.
Photo: via Flickr by Wisconsin Department of Natural Resources
