How To Create A Pr Story That Grabs Attention!

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sharminakter5
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Joined: Mon Jan 24, 2022 4:12 am

How To Create A Pr Story That Grabs Attention!

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Let me tell you a story… Once upon a time there was a gorilla named Harambe who lived in Cicinatti Zoo – Oh wait? Have you heard this one? Of course you have – that's the power of a viral story. The original Youtube video of the tragic Harambe incident has over 12 million views and that's just a drop in the bucket when you start considering all the news articles, reaction videos, tributes, parodies and more. spinoff that evolved from a story that caught people's attention like a 440-pound silverback gorilla strangling a 4-year-old child. To be fair, trying to recreate a viral story is extremely difficult, especially if you're a small business looking for media coverage to promote your business. Unless you've done something jaw-droppingly amazing, it's pretty hard to catch the kind of spark that causes an explosion of reactions across the internet — but that doesn't mean it's impossible. So forget about animal rights or parental advice. If we are to learn anything from Harambe's death, the lesson is that a story or news item goes viral because it elicits an emotional reaction from the reader. We saw a frenzied reaction from a huge audience including animal rights activists, concerned parents, office workers, internet trolls and all types of people, as they couldn't help but respond to a story that was clearly horrifying and outrageous to humans on many levels. When an emotional response is strong enough, people simply cannot hold back their reaction. That means they'll share it with everyone around them and that's the path to a viral reaction that can rack up billions of views. In her ShareProgress article on the math behind virality, journalist Anna Schmitz says, “Social sharing gives your content a whole new audience of people who just need a friend to introduce them to your campaign. This means that on average, every time someone interacts with your website or watches your video, they share and get at least one other person to visit the site. While you can't make something go viral, you can spur the social sharing phenomenon by instilling value and emotional relativity into your story. However, what's important to note here is that if you're a small business trying to get your name out there, you need to learn to find that essence in everything you do. Once you understand that, you have to learn how to tell your story in a captivating way… It's not the story, it's the way to tell it.




THIS IS NOT A STORY! The biggest mistake most small businesses and startups make when trying to get media coverage is believing that their mere existence is a story unto itself. "My name is Jim and I have a Donut Shop" is not a story and unless you run the first startup on Mars, then no one will really care that you opened a new office. Readers only become interested in what your business does once you've captured their interest. TechCrunch's Alex Wilhelm has a little advice for people trying to get journalists to cover their work —> "When you're fucking boring… that's the worst thing." Content like product descriptions or how-to information about your business doesn't have that viral potential because it's just not interesting. Before pitching your story to a reporter, give them the " who cares?" » ' test. Test your pitch with a few friends, your grandmother or the barista at the cafe and gauge their reaction. Be warned – don't confuse a polite nod with genuine interest. If no one is interested in your content, don't waste your time chasing it until you have a more compelling angle. TELL YOUR STORY THE RIGHT WAY The key to creating a compelling story for the media is finding the right angle. At its bare bones, your story can have the Beli Database Email & Buat Daftar Email Dengan Cepat setting no matter how you tell it. While this setting is an essential part of your story, it's how you choose to tell your story that matters most. Take this joke for example —> "The Aristocrats" It's a famous joke among comedians that has been told countless times and countless ways. The joke is simple – it has three parts: The Setup – A family visits a talent agent to pitch their act. The Delivery - The family performs their act for the talent agent. The Punchline - In response, the talent agent asks what the name of the act is, to which the family responds, "The Aristocrats!" If you look at the frame of this joke, there's nothing really funny about it at all. In fact, if you told this joke in its simplest form, you'd probably never get a laugh. Yet it's a joke with such infamy that an entire documentary has been made about the story and the telling of it by hundreds of different comedians.



Some versions are hilarious. Some are offensive. Some interpretations will make you totally uncomfortable, and others will make you switch channels just because you're bored. However, the thing is, you can take the exact same story and tell it in hundreds of different ways. It just takes a little creativity. This is essential for small business owners to realize. Even if your story feels boring, there's a way to tell it so it's exciting and engaging for the media and your audience. You have to find the boring old frame of your story and then tell it in an amazing way. WAIT A SECOND… If you think you have it all figured out, don't rush into things head first. Even good ground can fall flat if the right approach is not taken. Running around and yelling at everyone or the wrong people about your story doesn't guarantee you will get attention. In fact, it may just annoy some of the people you're trying to impress. Before you ruin your chance at getting some exposure, consider these common mistakes that many startups make when pitching to journalists. DO YOUR RESEARCH If you want a reporter to cover your business or product, you need to know who you're talking to. Rather than just spamming every journalist you can think of with arguments about your product, use a little more strategy. Reporter Andrew Ross of the San Francisco Chronicle is a firm believer that people educate themselves before approaching reporters with a pitch. "Do your homework. Know who we are and what interests us! SET REASONABLE GOALS Instead, start small. In his Huffington Post article, Richard Lorenzen says businesses should "use your valuable time to focus on pitching ideas to smaller outlets" because you'll have a better chance of success than if you approach the grown-ups directly. Public relations specialist Melanie Downey reminds companies that "big news outlets often look to smaller ones for story ideas." Stories from local outlets are often picked up by ABC, MSNBC, Yahoo, and other larger sources that carry more weight when it comes to distributing viral content. SO WHAT MAKES A GREAT PR STORY? We can all probably name a great book (Ender's Game, Orson Scott Card) or movie that made you (me) cry (in fear) (Dennis the Menace, 1993), but name a story that's perfect for relationships a company's public campaign is a bit tougher.




Instead, let's look at a few things that make for a great PR story. THE CONTEXT Your business doesn't exist in a bubble, and it's your job to create context for why people should care. Hacker PR expert Ben Kaplan tells us that “Just because your product serves a niche market doesn’t mean your story idea has to be niche too.” He uses the example of an app that connects pets with new owners. The app had failed to gain users, so the Kaplan team needed to put the app into a larger context. They used the topic of dating and relationships to tie the app to a story about which breed of dog would be most likely to land you on a date. The story got a ton of attention, just by getting IT'S NOT JUST YOURS If you only think about yourself, you will never gain popularity with readers. Flip the mirror back to your customers. Give them insight into what they want and need for themselves. Emmy Award-winning journalist Kym McNicholas hit the nail on the head when she pointed out, “He [Steve Jobs] found problems you didn't even know you had. It was never the product, it was always the story, it was always the customer. Connecting to and solving a customer's problem will engage readers and spark their interest in ways that simply talking about yourself simply cannot. DELIVERING VALUE Your reader's time is valuable, so use their attention wisely. Give them something that will stick, like a practical solution they can apply in their daily lives. Journalist Deborah Jian Lee says, “…readers are more likely to share material that they find useful and that makes them look good. Demonstrate the value of your content and watch your numbers soar. It's also one of the best ways to establish your expertise and build a relationship with your audience. WHAT JOURNALISTS LOVE FOR THEIR NEXT STORY As a startup, you have a particular interest in having a journalist write about your company, but you should be aware that journalists probably don't share the same interest. You have to convince them that you have a story worth sharing. You have to seduce them with flowery words, take them somewhere special, and make them love your pitch.



To make this easier, we've outlined a few things journalists look for when researching their next story. INTEREST OF THE READER One of the first things journalists consider is whether a story is relevant. Is it something people talk about? Something close to their hearts? As the American Press Institute points out, “Although journalists may think, and in fact may know, that something is 'news', declaring it does not make it true for the news consumer. Relevance should not be presumed. PERSONAL LOGIN Journalist Glenn Halbrooks points out that stories have to touch readers in some way, and that often means finding a way to boil down a global news story into something that has meaning in their lives. He writes, “Even if you are thousands of miles away from the action, you can localize the story to bring it closer to home. » LAYERS Journalist Jody Avirgan notes the importance of stories that have depth that can be explored further. Pieces that have a lot of potential for additional sources, or footnotes, which, as Avirgan puts it, are "essentially a sign saying 'rabbit hole entrance here.' » EMOTION People respond to stories that strike a chord. Journalist Jerrid Grimm explains that “human stories tend to be more interesting than facts and figures alone. Telling a personal story creates an emotional connection with the journalist and with their readers. Whether your business sells coffee makers or delivers food, finding a way to bring a human element to your story is essential. THEN WHAT'S NEXT? Let's say you've gotten inside your reader's head, identified what they really want, and found a way to deliver a great story in an authentic and engaging way. Now what? A story doesn't mean much if no one ever reads it. This means that before your story can have any impact, it needs to be shared and shared again. The best way to do this is to put it on the desk of the right reporter, but that's an easier task said than done. If you have a good story, that will help you tremendously, but you still need to be strategic and careful about how you deliver it. Resist the temptation to spam every reporter on your mailing list. Instead, take some time to think about it and find a happy home for it.
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