Every story has a beginning, middle and an end…
with twists, turns and surprises.
Distinguishing quality between firms/brands (ie- the grocery shelf test) is found on or between known and new. And working with media/journalists is a key dynamic in this task. Perhaps the most critical (and subtle) strategy in working with this relentless force of inquiry is knowing what the fourth estate wants to know and focus on.
One of the ultimate goals of a PR campaign is for its audience to ask about the company and/or products. The media is no different. Instead of focusing exclusively on responses one news release at a time, crafting an interweaving arc for the company sparks next-level intrigue.
Stories are what people want. They want it with their investments, their favorite consumer brands, charities, business partners, celebrities, television shows and movies, books, friends and family.
People read words and financial statements, but they connect with stories. And when this happens, the firm becomes more than a company and the governing philosophy reinforces the balance sheets. The firm transforms into an extension of the customer. Media/journalists want to invest their time in a Steve Jobs and Apple, reporting on the successes and failures alike with curiosity about what will happen next through an optimistic lens.
Steve Jobs > Steve Wozniak in the public eye because his personal journey of ultimately “playing the orchestra” with a hungry and foolish imagination is relatable and inspiring to people.
Strategically developing, promoting, and aggrandizing clients in a variety of ways in the PR universe is a tough, yet highly-rewarding venture. And elevating a company above its competition, in part, requires eye-catching opening statements to the media and the public.
Like a headline.
What kind of introduction will get your attention? Isn’t that a good question…
The essences of storytelling are connectivity, curiosity and wondering how things will end for a certain character or collection of characters. What’s beautiful about this aspect in life is that it can encompass the real world, as well as a fantasy universe. And as books, movies, television shows and music continue to prove, there is always room for a slightly new interpretation. A creative vision, especially when it’s coupled with relevant current events or trends, can produce a powerful reaction and following. Whether in the business world or in our personal lives, we should all strive to create the best stories for ourselves. We walk passed and interact with countless individuals on a daily basis, but we tend to be drawn to those who have the most fascinating experiences. All of us live each coming moment without always knowing exactly what will happen next, which is part of what makes life so exciting (yet stressful).
Will the greatest instance of serendipity cross my path today?
One of my favorite parts of any story is the twist. We don’t see it coming, but it’s such a thrill to read, see and/or experience. There are some stories with an exciting opening or extensive back story (ie-part of a popular series) with a laundry list of familiar accolades. Then, there are stories that are a little more unknown that require a slightly longer introduction. The flash isn’t as apparent as the bestseller, but you find yourself more intrigued and invested in the latter. It keeps your attention and you cannot help but wonder how you had never heard of this story before today.
It seems to have everything you want in a story, but it’s just packaged a little differently. In so many cases, these are the stories we remember and return to in a time of need. Although, what’s often so tragic about these stories is that they are not always given the opportunity to shine for people. A little bit of patience is required for the story to fully develop into something amazing.
On a completely unrelated note, I’m going to a social networking event tonight for aspiring PR professionals. My background is not specifically in public relations (but it’s brother investor relations), but my work experience and skills translate over very well and my background is perfectly suited for a career in communications and business (ie- public relations).
Here’s to hoping I can get someone to read past chapter 1…