Last article: Why PR is crucial for you business and how to get coverage in the media.
Some of the things you might want to consider when working out the right story angle in your story pitch can include:
- Remember you are pitching a story, not an advertisement. Try to create a story around your business and the angle. What happened to make you think of starting the business? What ‘problem’ does your business ‘solve’ and why?
- What makes your business different? How is it disruptive in the marketplace? What are you doing that is innovative?
- Try to put a personal slant on the story if you can. Explain why the business idea appealed to you. Write in personal terms about your individual experience rather than using broad, generic brushstrokes to describe the business or how it fits within a certain industry.
- Think about using case studies – although again, remember this is not an advertisement. If you have genuine stories of customers where the business has helped them achieve something or there has been an interesting outcome (and it doesn’t have to be a financial one) then use the case study to pitch the story. Remember the journalist will want to speak to your customer too so make sure they are happy to chat before you mention them.
Most journalists will be very happy to hear from you if you have a good story idea for them.
- Try to create a sense of urgency or timeliness around your story. It is much more likely to be picked up quickly if the timing is relevant. Use calendar events that tie in with the story. Or does it somehow ‘fit’ with something that is currently ‘trending’ in the media?
- Be honest. And remember that even if your business does have the ‘fastest’ or ‘cheapest’ of ‘most effective’ products or the ‘best service’, almost every company claims this, so that does not differentiate you from your competitors. If it truly is the ‘best service’ then explain why, in a way that highlights your differences from the mainstream.
- Offer research or statistics to back up your claims. Business journalists love data. Try to find some research that has been done in your industry or conduct some research yourself (remember that you will need more than 300 responses for it to be taken seriously) and then use the results to drive the message home.
If you read a story in the media that you think fits with your business, or that the journalist obviously understands your sector, write down their name and then contact them via the media outlet. Most journalists will be very happy to hear from you if you have a good story idea for them.
Next article: It’s all about digital in the start-up space; Getting noticed by potential investors through PR
Jules Brooke, founder and owner, Handle Your Own PR
