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.