How to Create a Compelling PR Story

Public relations lives or dies on how compelling the story truly is.  You have to interest the media and in order to do so, you have to convince them that your story will interest their viewers, readers or listeners.

So when working on how to develop a compelling story, keep these tips in mind:
 
Think as an editor or a producer.  What about your story is of interest to the media or the public?

Unless the story is being pitched to one of the dental trade publications, it would have to be told in such a way that it interests the general public.  For example a story on a new, unique  dental technique could make for an interesting pitch, but a story on how dentistry works and the nuts-and-bolts of running a practice would mot likely fall on deaf ears.  Whether you��re a dentist, a florist, or a designer, whether you��ve launched a new product line, or have developed a new service, to launch a successful PR campaign, you need to develop compelling stories.  Public relations lives or dies on how compelling the story truly is.  You have to interest the media and in order to do so, you have to convince them that your story will interest their viewers, readers or listeners.

Use the ��so what?�� test.  When you come up with your pitch ask that question and see if you have a compelling answer.

For a story to work it must be engaging, interesting and hit a basic human core.  It needs to be something that others can identify with, something others can learn from.  Most people make the mistake of believing that because they��re interested in their story, the media and the public will be as well.  For example a dentist could well believe that everyone finds dental-oriented stories as fascinating as he and his colleagues do.  Not that a dental story couldn��t be interesting.  It could be, but, it would have to be pitched in a way that hits a human interest note

Can you tie your story into a breaking news story, or to a celebrity or pop culture story?

What about your story is unique, different, funny, dramatic, instructive��? you get the picture.

Difficulty: Moderate