Whether you’re watching the Olympics, the Super Bowl, or any sporting competition, you’ll notice one thing: the media needs stories to go with the people behind the jersey. Just reporting on the score is just not that interesting. When you add in some background, the trials athletes have overcome, what was at stake, it becomes a three-dimensional story instead of a of boring recap of numbers. Suddenly those numbers take on more meaning. There’s a person, a journey and a reason to care attached to that face.

The same goes with business. That’s why even if you are a start-up, without much history, or product not yet to the market, reporters are always there for a good human-interest piece that spotlights a person’s journey behind an organization or a cause. They also cover founder or brand stories when there is a good comeback, underdog or mission driven quest to give that story depth and interest.

Here are a few story arcs and questions to see which one is the most true to you or your brand.

💫 Pro Tip: Reporters want stories that feature change, tension, or emotion.

Ask yourself: “Where am I clearly smaller, newer, or stranger than the ‘big guys’ in my space. Why does this actually help my customers?”

Ask yourself: “What did I start without—money, credentials, connections, health, access, and how did I still find a way to make a name.”

Ask yourself: “What ‘monster’ am I fighting in my industry or community and what am I doing differently in this battle?” The ‘monster’ can be something harmful, broken, unfair, etc.”

Ask yourself: “What was a real problem, failure or point you almost shut down or quit in your story? What changed after that moment?

Ask yourself: “What is the mission I’m on and will always be on, even if every one tries to knock me down or off course?”

Ask yourself: “What world did I step into—new job, city, industry, life shift—that totally changed how I view something. These are some lessons I learned that shape how I work and think now.”

Ask yourself: “What was the moment I realized ‘I/we can’t keep doing it this way’, how are you/brand changed since that moment of clarity.”

So which one was it for your brand?

Now draft three sentences around your answer—one for the setup, one for the turning point, and one for the outcome? That short paragraph is the start of your story.

Setup (context): “I run a family‑owned, handmade candy company. Our little shop turns out a lot of high‑quality candy, but there’s no way we can compete on quantity with the big guys.”

Turning point: “We realized that nothing can beat the experience of watching sugar, water, and corn syrup transform into intricate candy right in front of you. People love to watch, smell, taste, and learn how this transformation happens—it pulls in all of their senses.”

Outcome: “Now we have crowds of people eager to watch as that magic happens before their eyes. We provide and experience, a feeling, a memory, and delicious candy!”

Nostalgia, wonderment, and all the senses plus a good underdog story—now that’s a recipe for sweet success!

💫 Pro Tip: Instead of reaching out to national publications in hopes to get coverage, start local or niche. Once you start getting local coverage it’s much easier to go bigger. Think county, regional, state, then national.

Do this now: Have you written your unique story?

Places for your story:

When you get your brand story together send it to me! I can’t wait to see it.

Learn from others.

Investigation is now underway after multiple athletes have had their medals broken since they were excited, and rightly so, jumping up and down and the medal detached from ribbon and fell to the floor.

Considering the medal is symbolic of so much and for it to fall apart so easily, this of course doesn’t reflect well on the organization and host country. What I do like is that the athletes have been good sports about it all. (Pun intended!)

✍️ Key PR Takeaway: If you find yourself the subject of a embarrassing situation like this, take immediate steps to rectify the problem. Issue an apology, and make sure media and public know what you are doing to rectify the problem.

Useful PR Resources.

Check out this detailed report on digital PR. It covers a wide range of topics, like media list building, AI in Digital PR, tactics and strategies and more. Each topic has expert commentary, where you can learn from those of us in the trenches doing this every day.

Thanks to BuzzStream for including me in their expert commentary!

If you were asked this question, what would your answer be?
(Please, please, please say Always!)

This 308 pound bundle of cuteness, yet to be named, baby girl elephant was the first calf to be born at the National Zoo in nearly 25 years. You can help pick a name for this attention seeker and help protect elephants with your vote and donation.

With such a busy sports week this week, I always enjoy the good stories coming from those hard working athletes.

Until next week, keep your shades on and stay cool.

Your fellow Seeker,
Keren

🕶️

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