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Storytelling made easy.
How to tell an authentic, relatable, and memorable story that media will want to cover.
Keren Speck
June 25, 2024
What's in store for this edition:
Read on for a good story.
What’s Your Story?
Here’s mine.
I was getting a pedicure with a newspaper in hand, and as I sat getting my toes painted, a conversation ensued with the nail tech. She told me about a new business she was opening very soon. It was the first time I had ever heard of anything like it… a spa on wheels.
I loved the idea! It was unique and had a great story. Of course, the PR girl in me asked her what she was doing to promote it and if she thought about telling the local news.
She had no clue how to contact the news station and there’s no way she could afford PR services. She was an overworked lady just trying to make her American dream come true.
So as I sat there, I took a pen out of my purse and wrote on the blank margin of the newspaper, word for word, a press release. After giving her clear instructions on how to type it up, I opened the newspaper and circled where, to whom, and how to send the information in. I went home with cute toes and the hope that she would do as I instructed.
A week later, I woke up to the alarm clock radio and heard an advertisement for what was in the newspaper for the day, the story of a lady and her dream of making a spa on wheels come to life. She made the front cover of the paper and a spot on the radio.
It was then I knew that with the right tools, encouragement, and correct information even the novice can get their message spread without a budget. Not everyone has the means to hire an expensive firm, but that doesn’t make their story any less worthy. I want to do the same thing I did for the nail tech lady but for you.
Now for your story, I ask you...
Who are you?
What makes you unique?
Why should I or anyone listen to you?
How are you different than the others in your industry?
If you can’t answer these questions, stop what you are doing and answer them now! Without having your hook, or strategic message perfected and designed to catch the attention of your target audience, you’ll blend into the crowd and no one will notice you.
Stories help you connect on an emotional level. It makes your brand memorable. When someone knows why your company exists, its a huge step in building trust. If your story is interesting enough and fits their needs, some media outlets may be interested in telling your story to their audience.
When crafting your story, you will want to be...
Authentic: Show off your personality and personalize it; don’t make stuff up.
Relatable: Know your audience, think about what they need (or want) to hear. Then appeal to their interest, emotions, and values.
Smart: Do your research, and back it up with data, examples, and expert opinions.
“Stories constitute the single most powerful weapon in a leader’s arsenal.”
Do this now: Write down a 60-second script, often referred to as an elevator pitch, that explains why you are in business, and what problem you are solving. Give a glimpse into your core beliefs, make yourself memorable, and tell it from your heart.
Why are you in business? What problem do you solve? ___
What are your core beliefs? ___
What is something personable or memorable that makes you stand out? ___
Next episode: Using the story you have just got down on paper, you know, the one that shows heart and personality, you will learn some techniques that helps develop messages that stand out and grab attention.
Term to Learn
Angle is the focal point used when writing a story, or pitch, that will be given to the media. The story’s angle is usually determined by the type of publication you’re targeting, the audience (readers) of the publication, and the goals you have combined with the journalist’s goals.
FAQ
Q: Is PR synonymous with spin?
A: No! Spin is twisting facts to fit your agenda. It’s deception. Public Relations is telling the facts about your business. The commonality is that both are in the business of persuasion. PR practitioners honestly communicate accurate information. They don’t deviate from it to suit a specific agenda.
Get PR techniques from recent news.
Newsworthy
Ralph Lauren USA Olympic Uniforms 🏅
The Olympics are always a huge newsworthy event. Can you tie your business, product, or expertise to this attention-garnering event?
Let’s say you’re a gymnastic coach. Do the local news media know about you and that you’re ready for interviews to answer questions or give insights into this sport?
Are you are an expert in sports psychology? Can you comment on the challenges athletes will face in the Olympics?
You’re a restaurateur. Can you have a French-themed Olympic-worthy menu?
You’re a French tutor. Can you highlight some of the common travel phrases that will be useful for athletes to learn? These will make great social media content.
The options are endless!
Essential strategy:
Plan well in advance.
For any event or promotion make sure it ties into the spirit of the Games.
Businesses can’t use any of the Olympic trademarked words or phrases. (more details here)
You can’t share anything from official Olympic Social media accounts on your business accounts
✍️ Key PR Takeaway: Plan to use the Olympics in your public relations endeavors. Be imaginative, have fun, and use this event to promote!
Learn from others.
100% Cool : 0% Cringe
🍫 Stuckey’s — The Story of the Original Pecan Log Roll
I don’t personally know Stephanie Stuckey, however, I do admire her storytelling powers and doing public relations on her own.
Taking her family’s namesake confectionery business from failure to success, she really has become a media darling. Using her comeback story, a storytelling theme we all love, she has earned loads of media placements like the one above, and she does it on her own.
Through the use of her nostalgia right on her website, a comeback story, an iconic brand, and loads of charm, it’s an easy story for reporters to cover. They know their audiences will love it.
✍️ Key PR Takeaway: Make your story memorable by using different storytelling tactics. Provide visuals, sound bites, old photos, memorabilia, etc.
Useful PR Resources.
🧰 TOOLKIT
Meta Blueprint How-To Video Tutorials
Social Media is where storytelling can shine. Meta Blueprint is a free resource that helps you learn some valuable digital skills you can use to move your business forward.
Despite most of the lessons being focused on ads, the first two lessons can help you create a Facebook Page for your business and get started with posting your storytelling messages, even if you don’t have a website.
Attention Seeker of the Week
Kona ☕️
This bow toting 5 month, 2 pound chocolate Havanese lives up to her breed reputation as a “Velcro” dog by following you around every where you go. Never enough attention for this cutie. We don’t mind your clinging Kona!
Thanks for reading my story. Now you know why I started this newsletter. It’s for you!
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
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