Tell Me A Story

Since the dawn of time mankind has been a sucker for a story. We may be wearing synthetics now instead of skins, but that one truth has not changed. Whether you are communicating with employees, customers or the media, a story has the most power.

Recently I read a piece in Bull Dog Reporter quoting Wall Street Journal Reporter Don Clark on the power of narrative to break through the media wall. Here is an excerpt from the article:

Know what constitutes a front-page piece—tell a story. “We’re not just looking for announcements,” says Clark. “We’re looking for great story elements. That’s how we work. For example, your story should include a level of drama—like a guy so upset with his company stock that he flew a plane into a mountain. But drama is just one element.” Some others:

Narrative: “What people want to read now is some narrative and a story line. For example, we tell stories through characters and people—not products,” Clark shares. “A good illustration would be somebody saying their plan worked just like they thought it would. Well, that’s not a story. We want things that are unexpected. We want to hear the stumbles, the roadblocks and the bad luck—then the good news at the end. But PR people always start with the good news.”

Conflict: “Similarly, journalists are interested in conflict,” Clark says. “For example, companies suing each other has plenty of tension. A lot of people want to say they have no competition. But that’s a great way not to get written about.”

We'll talk more about some of these elements in our second article below.

Now, how can you incorporate storytelling into your organization’s publicity efforts? Just like Stephen King does. Start with the hero in his everyday, believable world. Then, take him on a journey into an unbelievable world. The hero completes his journey, returning to the old world inextricably changed. You also need a universal theme or a unique point of view that propels the story forward, like “good triumphs over evil,” or “the small outfoxes the large opponent.”

Next, remember the idea is not to sell the audience something, it is to engage them.

So, what’s your story? Weave one of your own to break through the clutter.

And Now For More News
 
Last time we talked about three elements you can place in your news releases to generate more interest among the media. Those three were MONEY TALKS,
TAKE THE GLOVES OFF, and GIVE ME A HUG. Revisit last month's article here.

LEADING EDGE. The rarified air where technological history is made intrigues the media. Show them tangible evidence of how technology - for instance - will improve things in the here and now, and they'll cover the story.

CARRY A BIG STICK. If your name is not GM, Microsoft or IBM, don't worry. You can take advantage of a big brand name, too. Leverage a new agreement, alliance or partnership between you and one of the bigs boys.

CHANGES. Established companies with proprietary methods like the status quo. Shake it up a little with a new system that changes the paradigm and you have the beginnings of a story.

The best stories will include somethign from each category - MONEY TALKS, TAKE THE GLOVES OFF, GIVE ME A HUG, LEADING EDGE, CARRY A BIG STICK, and CHANGES. Then your story will have major media staying power. Rarely does a release get covered in the major media if it centers on only one category.

For the business media, focus your efforts on MONEY TALKS, and TAKE THE GLOVES OFF categories. Getting trade media coverage typically is a little easier. ALthough the first two categories will ensure coverage, LEADING EDGE, CARRY A BIG STICK and CHANGES are good enough for some ink.