Posts Tagged ‘stories’

Once Upon A Time…You Hired a PR Firm

April 4, 2014

Why stories are made great by the publicists who tell them.

flickr/derekGavey

flickr/derekGavey


“We’re all stories in the end. Just make it a good one.” The quote from Doctor Who may seem like it has nothing to do with the public relations field, but I find its meaning relevant to what we do every day at EZG.

Our job, after all, is about finding and telling stories that capture our clients’ expertise. With news and commentary
travelling at light speed every day, we have to actively leverage the news and making sure our clients are hitting the right headlines. We know their stories, their goals, and their expertise, but the real science of PR comes down to knowing what’s going on in their industry at large.

To do this, we keep our eyes peeled with tactics such as:
• Monitoring headlines to cruise the issues that reporters are covering
• Monitoring hashtags to find the conversation starters on social media
• Monitor media and marketing trends to ensure we’re using the right combination of tools to fit our clients’ needs.

Without tracking the pulse of the industry, we can’t give our clients’ stories context – and no story works in a vacuum. Bottom line: we have to think like journalists if we want to succeed. So we work to connect ideas with a timely event or popular trend in the news, always keeping in mind the real value reporters and their readers will gain from a story idea.

But the media has many sides to it, now — don’t forget to be social! Active chatter on social pages is part of the equation, and in many ways follows the same guidelines for understanding the context of a story. Whenever I draft posts for social media, I always think about how a post relates to who our client is and their social media goals. But we must also always remember why. Why are we choosing to post particular photos? Why are we choosing to use specific hashtags? Why are our client’s pages following certain individuals or groups? Understanding the why is what gets us to not only be a part of the conversation,but to be conversation starters.

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