What is the News Hook of Your Brand Story?

When trying to create buzz around your brand story, it is always important that business leaders remember their news hook is not what you produce: it’s not products or services. The potential news story is what are you reacting to in the marketplace, how you fit into an overarching trend or theme, and how those themes inspired you as an expert to create these products and services.

What is the News Hook of Your Brand Story?

           April 16, 2015         brand story, media relations, news hooks, pitching, PR,

Every day at 3Points, we help our clients develop and tell their brand story through media coverage, owned content, and social media. Some clients come on board with a very clear vision of the story they want their brand to tell, while some ask for our guidance to pulling that  story out of them.

When trying to create buzz around your brand story, it is always important that business leaders remember their news hook is not what you produce: it’s not products or services. The potential news story is what are you reacting to in the marketplace, how you fit into an overarching trend or theme, and how those themes inspired you as an expert to create these products and services.

A few years ago, when I was just starting out in PR, I made this very mistake of thinking that my news story was the product, not the marketplace trend. I found this out when a reporter responded to my press release about a new service with, “this is a sales email. Let me know when you actually have a story.”

While that was hard for a young, creative woman to receive, I learned an important lesson that day. I should have been more patient and truly looked at what they story was. It was not that this professional service was launching and it was the first of its kind — it was that the marketplace was demanding this service for the first time, and my client could speak to that truth.

As entrepreneurs, it can be hard to take a step back and realize that your baby, the product or service you may have poured your entire intellectual and professional being into, is not actually the story, and may never be. But the fact that you, as an industry expert, saw something in the marketplace that no one else is seeing and reacted to it, now that can be newsworthy.

So now when I go to send a pitch or press release regarding the activities of my clients, I regularly think back to that day when I learned my lesson around what is makes a potential  news story and what is sales. The next time you are putting together a PR campaign around a new product or service — which is important — I hope you take a step back to recognize it’s not you or your product that you should lead with, but rather give context to your solution by articulating what the prevailing trends are that lead you to this point.

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