The Story The Media Really Wants

If you're like most of my clients, you're probably interested in getting the media to cover the success of your business. These "business success stories" can be used for future marketing efforts -- including reprints of the story in your marketing materials or on your Web site, or framing the article and hanging it in your office.

Well, I'm all for that, of course.

But ... did you know that the media is often more interested in the story behind the story -- not necessarily a standard business profile?

What do I mean by the "story behind the story"?

Sometimes it means the reason why you started the business in the first place. Often, this is more interesting to the media's audience than the business itself. For example, my client, Christine King of Get Fit! Functional Fitness Studios, was the subject of a Fort Lauderdale Sun-Sentinel Sunday Fitness Profile, not so much because she was the owner of a fitness studio, but because she was in an accident years ago that left her temporarily paralyzed, and she used functional fitness moves to rehabilitate herself. This led her to leave her corporate job and start a functional fitness studio.

Another "story behind the story" might be a major event that catapulted your business to incredible success. Some magazines, such as Fortune Small Business, have a regular feature on that subject. Local newspapers also often run these types of articles. For instance, client Lori Karmel of We Take the Cake was featured in a recent Monday South Florida Sun-Sentinel Small Business Profile in the Business Section. The main theme of the story was how her appearance on last November's Oprah Winfrey Show, in which she was featured offering one of Oprah's Favorite Things (the company's Key Lime Bundt Cake), helped We Take the Cake's sales skyrocket.

Another type of "story behind the story" is how you or your company helped another company become successful. This was the subject of a recent "Case Study" feature for client Bob Garner in the Wall Street Journal. A client of Bob's told how Bob's trade show presentation had increased the client's trade show ROI significantly.

If you're wondering if these types of stories are as effective as pure business profiles, the answer is a resounding YES! Here's why:

1. These stories are often more interesting to readers and viewers, so the audience understands more of the story about you, which leads to better retention of your company's products and/or services.

2. These stories often incorporate a great deal of your company information, often in a very flattering way.

3. These stories show a different side of you and your business that is often hard to describe to others.

So if the media is interested in the "story behind the story", eagerly embrace the idea. It may very well lead to your best, and most effective, publicity coverage ever!

Copyright 2005 Margie Fisher All Rights Reserved

Margie Fisher is President of Margie Fisher Public Relations. She is also the author of the Do-It-Yourself Public Relations Kit?. To sign up for her free biweekly PRactical P.R. newsletter, and to see more free articles, visit http://www.margiefisher.com

---

Franchise Work Vehicles Should Have a Flag on Them

If you own a franchise and have company vehicles, be... Read More

Rise of the Creative Class

The fast changing dynamics of the world economy is forcing... Read More

How About MANAGING Your Own PR?

It's one thing for a senior manager to approve story... Read More

How To Get Press To Come To You

Have you ever noticed how the same people's names always... Read More

Dont Get Eaten Alive!

If you don't have a grip on public relations, how... Read More

Media Relations: Ending the Press Release Crutch

When most people think of media relations, they think of... Read More

Editorial Calendars: A Key to Publicizing Your Business

What is the one thing that all of the best... Read More

Sound Like Your Situation?

What a shame! Potentially productive public relations people resting on... Read More

Two Donts for Financial Planners Seeking Free Publicity

Many of my clients have had the misguided perception that... Read More

Publicity: The Right Way for Marketing-Minded Financial Planners to Follow Up with a Reporter

Let's say you've called a reporter with some ideas for... Read More

Writing a Press Release: Inverted Pyramid Style

A term you'll hear in newsrooms, in editing meetings, in... Read More

Gaining Free Publicity Through Press Releases

One of the greatest ways to promote your product or... Read More

Dont Use PR

?lose the confidence of your key target audiences? discourage them... Read More

Marketing-Minded Financial Planners: Put Extra Content in an E-Zine

As you start getting more media-savvy, you'll find yourself coming... Read More

Publicity: Nailing a Media Interview, Part I

The most important thing to remember for any interview: stay... Read More

Where is the Best PR Value?

Wherever the fundamental premise of public relations is practiced.Look at... Read More

A Powerful PR Strategy

It really is powerful when a business, non-profit or association... Read More

Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?

When you should send samples with your press release:1) When... Read More

Is PR All About Image? NO!!

That's like asking if advertising is all about type faces... Read More

Guerrilla PR- Chapter One

THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More

How to Work with Newspaper Photographers

The next time a newspaper photographer takes your photo, remember... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More

Time to Spruce Up Your Public Relations?

Better check out the public relations fundamental premise, then take... Read More

Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast... Read More

Media Kit: 25 Component Possibilities

Media kits include a combination of information whether created for... Read More

There Is No Such Thing as Competition

A wise friend of mine has often said, "There is... Read More

Dont Waste Money on Public Relations

Demand that it pull its own weight in your boat... Read More

Pressure From the Top?

Yes, and that pressure often comes from a CEO who... Read More

How to Write Press Releases That Work And Get Free Publicity

One study found that as many as 90% of the... Read More

PR: A Potent Force for Success

What's REALLY potent for a business, non-profit or association manager... Read More

Seven Tips To Get Your Press Release Noticed

If you're seeking to promote yourself or your new business... Read More

Post Your Press Release Online ? For Free!!

Are you launching a new product or website? Announcing a... Read More

Getting Traffic Through Publicity

If your reading this, you must be online and most... Read More