10 PR tips for finding ‘a story’…

1. Change
What has happened or changed is the essence of all news. Has anything changed in your business in the last 18 months? (New products/services, new premises, staff, trading location, contracts, trends in sales, etc)

2. Date link
Most magazines and newspapers fit some of their features and news coverage around dated events. Does anything in your business link to a particular dated event, for example: Halloween; Mothering Sunday, etc.

3. News link
Does anything in your business – or anybody – link to a news event.
Examples - coastal erosion, credit crunch, something a celebrity is doing, a local planning decision.

4. Charity
Sponsorship, donations, case studies.

5. Oddity/uniqueness
Anything in your business that is the first, last, best, worst, longest, shortest, fattest, fastest, ugliest, most beautiful – anything that is unusual. Landmark events: the thousandth item off the production line, five hundredth customer of your new restaurant, first shopper in the newly refurbished premises.

6. Controversial
Are you prepared to be controversial? Can you criticise the Government (local or national), football club, etc?

7. Create a story
Is there something you particularly want to publicise? Can you produce data on it? A survey of your customers, or a list of top 10… Can you speak out about something in the news?

8. You as news
Is there anything about you that is might make news? Have you suffered personal setbacks, health or family issues you have overcome? Have you battled ‘against the odds’ to achieve something? Do you have an unusual upbringing or background? Do you have celebrity contacts?

9. Can you think small?
Is there a national or international event, or development, that you can filter down to city or county – or even individual level. Can you provide a case study that shows how a big story is affecting the local community?

10. Projection
Similar to point 9, but more future orientated. Look beyond current events and focus on what might eventually be the results, reaction, consequences or impact. For example, how will Norwich City’s fortunes impact on local businesses?