Everyone and every brand has a story to tell - and it’s up to a good PR team to root them out to develop interesting and relevant content.
What story you tell about your brand will very much depend on the products you develop and sell or the services you offer.
We pride ourselves on our storytelling at Motive - ultimately the stronger and more relevant a story is, then the greater chance it has of being covered by print, online and broadcast media.
The type of story can range from customer case studies to new product launches to offering thought leadership on relevant and newsworthy topics in the sector you specialise in.
Here we outline some of the types of story you should consider for your brand.
A case study is when the customer tells the story for you and illustrates why other potential customers should be using your service or buying your product. We’ve done many case studies and the results, with the right story, can be outstanding. You can see one of them here with ex footballer Neil Ruddock who followed MuscleFood’s Goal Getters plan.
If your brand is an expert then let the media know about it and offer them for comment on any relevant topic. We’ve successfully implemented this for clients in many consumer facing sectors with big success. One gardening client secured a weekly column on the Express Online as a result.
New product development / launches
If your brand is product focused then product launches are a must. These can be developed into full stories if the product is unusual or they can be offered to journalists and writers to sample for themselves and create their own story.
Can your brand offer advice on a topic relevant to your customers? For example, if you’re experts in money saving, can you offer consumers tips on how to make their cash stretch further? Likewise, if you retail to trade, is there a story on the point of sale available to use in store and how best to promote the product?
Business profiles work when you have a good business story to tell or a unique and exciting product or concept you’re launching. Good business writers will often want you to share a lot of information so be prepared to divulge this.
For trade press, company updates are a good way to get in front of your peers and those who may be buying your services or products. These could be on new senior appointments, services you’re offering, partners you’re working with and investment into the business.
These first person articles work well in trade facing campaigns. If there’s a topic a brand is passionate about and has something relevant and newsworthy to say, then this is a good way to build trust and credibility among potential customers.