Unless you’re Donald Trump, getting noticed by media can be difficult.
So when you want them to pay attention, it’s useful to be able to offer new statistics, data, facts and figures.
But without a face to your story – the human element - your interesting data may as well stay in a spreadsheet.
Ultimately, nothing beats a living, breathing example so, how do you find a good human story and make it work for you?
Find the diamond in the rough
Certainly, it can be difficult identifying people who are happy to share their personal details with the world but, trust us, they exist. It takes some digging around and sweet talking, so go straight to the coalface – talk to staff who deal directly with your clients. They're sure to know someone with an interesting tale to tell. Satisfied customers and partners are often more than willing to help you spread the word.
Make it relatable
Will the audience identify with the person sharing their story? Is it someone they can relate to and genuinely connect with? The more they see themselves, or feel moved by what they read, the more engagement you get.
A picture is worth a thousand words
Video is still king and pictures are essential. Media outlets now have far fewer photographers on staff, so spending some money on eye catching, news style images is a worthwhile investment.
Prepare and practice
Just because they are keen doesn’t mean your talent will be jumping for joy about getting in front of a camera! Being interviewed is a daunting and unnatural experience. If you want to do the story justice, you must help them prepare well in advance – do practice interviews, provide a few key messages and call in the industry experts to help perfect their performance.
Once you’ve found a good story, make the most of it. Don’t stop at one news story. Ask the person to record a short video for social media, write a website post about them, ask them to speak at a staff meeting or conference.
A good story is worth telling more than once!