Home
>
Public Relations
>
Public Relations Primer, Part I: Packaging Your Story for the Media

Public Relations Primer, Part I: Packaging Your Story for the Media

Imagine you're in the breakfast cereal business. You make the best corn flakes. So do you just back a truck-load of them up to every supermarket, then wait for the customers to buy?

Of course not. Because you understand that packaging smartly ? the right size boxes, the right look ? is integral to selling your product. It's the same with the key technique to publicity success we've been discussing in this column: marketing your knowledge and expertise to the news media for free exposure.

Your knowledge and expertise are just like those corn flakes. Your "box"-what you sell to the media-is your story. Learn how to package, present and deliver your story and you'll become a publicity success. This month and next, we'll lay out the ten basic steps to turning your knowledge and expertise into stories that the media can use-giving you free publicity in the bargain.

Remember, everything you know about your profession is what's going to make the media give you free publicity. If you're a financial planner, you know how to plan for retirement. You know how to fund a college education?.how to buy a house. You know about starting a business. These are things the media, and their audiences, want to know! You just have to slice, dice, and package all this knowledge into boxes of the right size and look, and the media will buy. Here's how we start:

1) Dissect your knowledge (your corn flakes) into many different stories (your boxes). You figure out how it helps single moms, young couples, retired veterans, the recently laid-off-and you develop a different "box" for each one and sell them to the media separately. In this case, less is more-you maximize your visibility by selling a smaller box to more reporters, more often.

2) Connect the world-and the media's-to your story. The media-and the reading public-love trends. If you can fit an otherwise dull story into a hot trend-you've manufactured publicity gold. That's why Wheaties puts those flash-in-the-pan Olympic medalists on their cereal boxes-it's been the same darn Wheaties for 80 years, but they keep it seeming new by making the face on the front of the box the Olympian that everyone's talking about. Think about how the everyday things you are doing for clients fit into the great story of the day. As I write, the big trend is the sinking stock market. Anything you do that you can conceivably package as story and slap "sinking stock market" on the front is something the media will be interested in.

3) Establish the trend. You don't have to go along with the media trends-every once in a while, you'll spot a trend of your own. If you see or hear something you never have before-say, paid leave for people with sick pets-investigate it. Find out what companies are doing it, who's advocating it, what professional association has accepted it. Find some people who are taking off work to care for Fido. You are like a secret agent for reporters-who are too wrapped up in their next deadline to discover things like this.

4) Assemble the pieces. Bring it all to the reporter-the less work she has to do, the more likely it is that she will use your story. Here's what you need:

You-your basic bio and your credentials

Your story

The trend, whether new or old, that the story illuminates Another expert (academic, not a competitor, obviously) or a study

A real life example

Human beings-they will be the conduit for telling the story

5) Reach the media. This is really two steps. First: What publications do you want to be in? A better question is, what audience do you want to be in front of? Would you rather be telling your story to the readers of the local business publication or to the readers of Highlights For Children? The local business publication, of course, and whatever else your potential customers read. Once you target a few publications, read them religiously. Pay special attention to the "bylines"-the names of the reporters writing each story. Soon you will have an idea of what reporter writes about what industry or sector. And when you are ready with your story, you will know who to go to. You'll be working with a small number of reporters, so you'll be able to form relationships. And if you prove yourself as a great interview and resource, that reporter will use you as a source her whole career.

ned steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of ned steele To learn more visit ned steele or call 212-243-8383.

bmw rental chicago Bath .. Lockport Chicago limo O’Hare

In The News:

Whoosh to launch a new urban transit system in 2026, offering a unique blend of on-demand service, direct routing and privacy that sets it apart from traditional public transportation.

Spambots, data thieves, and other bad actors run rampant online — more so now than ever before. Here's what to do if one gets ahold of you.

Tech expert Kurt “CyberGuy" Knutsson says the Super Bowl's huge audience makes it a prime target for many types of cybersecurity scams.

It's not just about freeing up space on your computer, Kurt “CyberGuy" Knutsson says. It's about protecting your digital memories and important documents.

From proofreading and research to brainstorming and data analysis, you can use generative AI as a sidekick for just about any task you can dream of.

Tech expert Kurt “CyberGuy" Knutsson says Super Bowl 2025 ads promise star power and laughs, featuring Beckham's twin reveal.

First driverless semi delivers 100 loads in Texas, transforming logistics with AI. Tech expert Kurt “CyberGuy" Knutsson gives his takeaways.

A new scam using Elon Musk's name is making the rounds, promoting "energy-saving" devices and falsely linking the Tesla and SpaceX leader to the products.

China recently unveiled a new bullet train prototype with a test speed of 280 mph that is poised to break records and set new standards.

Hackers sometimes find ways to exploit iPhones, and Apple recently discovered a vulnerability in iOS that may have been exploited for over a year.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Lynx the robot dog from China is pushing boundaries of what autonomous mobile robots can achieve with a groundbreaking design and unique mobility.

A startup claims to have developed the world's first entirely artificial intelligence-designed and 3D-printed shoe, the brainchild of a 25-year-old.

Creating an email alias can help clean up your inbox by organizing emails based on purpose, like creating different aliases for shopping, newsletters and work.

A multipurpose robotic system promises to transform how items are stacked onto pallets, aiming to maximize space utilization and reduce shipping costs.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

The number of people affected by a UnitedHealth data breach in February 2024 was actually higher than previously reported and was the largest medical data breach in U.S. history.

A phishing campaign uses Google Calendar to schedule fake meeting invitations that appear legitimate, redirecting targets to phishing sites.

Toll road text scam: Fake messages claim unpaid fees, seek payment via fraudulent links. Kurt “CyberGuy" Knutsson says this scam is becoming increasingly sophisticated and widespread.

Kurt “CyberGuy" Knutsson says these steps ensure that your friends and family get to the exact moment you want them to see. Try it out and streamline your sharing experience.

Tech expert Kurt “CyberGuy" Knutsson offers tips on how to protect your identity: Be vigilant, monitor accounts, use smart security, know theft response.

Tech expert Kurt “CyberGuy" Knutsson says cybercriminals are exploiting iMessage phishing protection, tricking users to reactivate links.

It's hard to imagine life without in-flight Wi-Fi these days – but sky-high web surfing comes with its own set of privacy concerns. Here's how to protect yourself.

Over 400,000 cases of credit card fraud were reported in 2024 to the Federal Trade Commission. The CyberGuy explains how to protect against becoming another victim.

A nondescript metal box transforms into a fully functional electric motorcycle that blurs the line between vehicle and urban infrastructure.