Still analysing the England vs Panama game?
Of course you are.
Wearing our PR hats, and always keen to offer you a little more insight and advice around effective storytelling, here’s three tips to take away from the way the story of England’s victory will have been captured by the media.
1 FACTS AND STATS
When a journalist is sifting through a plethora of press releases and wondering which is more worthy of column inches and headlines, one thing they’ll definitely favour, is stories which deliver real ‘stats and facts’.
This might be pounds and pence – for example, when you’re talking about funding achieved or the growth in a business; or it may be number of clients, customers, sales transactions or widget productions which a company has achieved in a recent period.
In the case of the weekend’s game, the headlines are all about the number of goals. Beyond that, however, you’ll note that journalists are equally interested in the percentages (chances, shots at goal etc) and the numbers which bear out a period of history (how many times has England scored this many times in a World Cup game, for example).
Add stats and facts to your storytelling, and you’re immediately elevating its media-worthiness.
2 PEOPLE POWER
So often, we’re asked by clients about creating a press release, or generating press interest, but without the company having considered ‘individuals’ and the need for a human element in a story.
Whenever you read an article, whether it’s about the dullest of economics issue, or the most amazing business triumph, we care how this matters to people, and who the people behind the story itself are.
That’s why we’ll always emphasise to clients the need for ‘quotes’ (capturing the comment of someone at the business), and ideally, direct casestudies or people whose lives have been intrinsic in the formation of this story (are they employees, charity recipients, beneficiaries?).
The ‘people’ at the heart of the weekend’s football game, are, of course, the players.
You’ll read mention of not just their name, but such elements as their pre-game rituals, their recent injuries, their record at goal-scoring, or their previous 25 clubs before becoming an England team member.
More than that, you’ll see comments from, and discussion about, managers, supporters, pundits, and ‘away fans’.
Having comment and individual ‘personalised’ contribution for an article gains it far more weight.
3 CALL TO ACTION (WHAT DOES ALL THIS MEAN?)
Telling a story is one thing, but the purpose of it is to achieve something more than mere noise.
Often you’ll be wanting to get the reader to take note of your brand and engage with your new services, or to attend an event, or learn how your business might benefit them.
Takeaway components of a media release are really important.
You want to either point the reader to a direct ‘action’ they need to take (complete this survey, attend our new office opening…) or you’ll simply want to secure in their minds what it is that they should ‘take away’ from this piece of coverage.
In the case of the Panama and England game, the coverage is not a sales tactic in any way, but it still has a ‘what does this mean’ to it.
To this end, journalists will be capturing what this latest win means for where the team sits in the overall standing, and they’ll also be referring us to the next date we can be sitting around the television, cheering….and praying!
**For more information about how we can help you with press releases, PR strategy and storytelling support, email firstname.lastname@example.org
- Posted by deborah
- On 25th June 2018
- 0 Comments