Narrative Assets

Selling Your Story: The Art and Science of Media Coverage

Selling your organization's story to the media involves a combination of both art and science. It's an art because you have to find a creative way to capture the attention of people who are bombarded with similar messages on a daily basis. How your message is crafted is also important, so design is key.

The scientific part is nothing new to selling. Selling is a numbers game, and the more qualified people you contact, the better the chance of getting your message out there.

So...what can you do to increase media coverage for your company?

1) Do your research. Figure out who you'd like to reach, then contact the editors of media outlets and publications who cater to this demographic. For example, if you produce a cool new line of outdoor furniture suitable for cottagers, contact publications geared to cottage owners to see if they might do a feature article or review on your furniture. You could also contact your local TV station to see if they might cover your product on a morning show. Keep in mind that many media outlets plan for events well in advance, so get in there early to be sure your message is a timely and seasonal one.

2) Tell an engaging story. Everyone loves a good story, including the media. A well told story that has both rational and emotional appeal will catch the eye of the media. Let them know why your story would be of interest to their readers, and how it would help them maintain their profile as providers of innovative and engaging content.

3) Look into both traditional and non-traditional forms of media. Today, virtually everyone offers online editions of print publications, and if someone doesn't publish your story in print, they may well accommodate in their online edition.

4) Get to the right person. Journalists are very busy people. If you sell design services, don't bother the editor of an antiques magazine. Unless you design a cool new system for antique dealers.

5) Make it personal. How has your product or service impacted your life (or the lives of others), and why would it interest someone else's audience?

6) Be persistent. Calvin Coolidge once said that nothing in the world can take the place of persistence. Selling a story is a numbers game, and the more times up to bat, the better the chance of scoring that home run.

7) Don't forget to follow up. The world is littered with people who take great pains to design campaigns, and then don't follow up.

So go out there - and sell your story. Let your voice be heard!

What techniques have you used to successfully sell your story to the media? What worked - and what didn't? Why?

Want To Get Creative? Think Like A Kid Again!

 

 

As a writer and speaker, people are always asking me where I come up with my creative ideas. If I could give one bit of advice it would be this..."Think like a kid!"

Remember when you were a kid? Didn't everything seem worth exploring? If you ended up getting your feet wet during your adventures, did it really matter? Growing up can and often does have a negative effect on our creativity. At a certain age, our dreams can be squashed as we're told that our imagination is nonsense. How sad - and how far from the truth!

Without a sense of wonder, life would seem so grim. Nothing would be fun anymore, and we would worry too much about what people think. To keep those creative thoughts flowing, here are 5 tips to keep you on top of the creative game:

1) Rediscover your sense of play. If you have kids, watch them at play. See how they interact. Join in. If you don't have kids, walk through a toy store and get nostalgic as you rediscover all your favourite childhood toys and memories

2) Rediscover your sense of wonder. As we get older, we tend to lose our enthusiasm for things. Take a walk through the woods, and look at all the wonders of mother nature. Watch an airplane soar through the sky, and wonder why it is the thing never falls down. Take a look at a full moon, and imagine what it must have been like to walk on its surface. Imagine yourself walking on the surface. What would you be thinking?

3) Rent one of your favourite childhood movies, and discover what it was you liked about it in the first place. There must be some reason you remember it now

4) Jump in a puddle. Don't forget to wear rubber shoes or boots

5) Imagine yourself as a superhero. Who would you be - who would you save - and why?

Rekindling your creativity by thinking like a kid doesn't have to take a lot of effort. It just takes a willingness to step into a place where everything was new again. A place where possibilities were endless, and every day held something to treasure.

What steps have you taken today to rekindle your creativity? How has your creativity been squashed as you worked your way through life? What movies,  books or toys remind you of the best times of your childhood?