Deemed “the leaders in broadcast communications,” the News Generation team scrambled the morning of a radio media tour to secure an additional interview as one of their reporters had to cancel due to an unforeseen emergency. NG team members frantically sent emails and made calls to their network of reporters in the hope that they would still achieve the 16 interviews they’d promised the client. Not surprisingly, 30 minutes later, the crisis was under control and a new interview was booked. “Not to fear,” they told the client, “News Generation is always here!” Time and time again News Generation’s consistency, attention to detail and honor reinforces their title as “the leaders in broadcast communications.”
The “Writing with Wylie” column of June’s issue of Public Relations Tactics highlights the importance of good storytelling skills for PR professionals, and I couldn’t agree more. Yes, my narrative above may have been more than a little corny, but nevertheless, a captivating story is always the main ingredient in a good pitch. Without something to draw in reporters and the public, your tale will undoubtedly fall flat. Ann Wylie shares three vital aspects of crafting a good anecdote:
1. Jump right into the most provocative details
When it comes to sharing anecdotes, audiences want to hear the meat of the story as soon as possible. Don’t stall or try to dress it up with a fluffy introduction. Not cutting to the chase can cost you valuable coverage since reporters only spend a few minutes reading pitches anyway.
2. Write less about problem-solving solutions
Yeah, you may care about the feel-good problem solution, but unfortunately, readers are much more interested in the details of the subject. For that reason, Wylie suggests making the solution brief in your pitch. Use the extra space to add more of the details that your audience cares about.
3. Highlight why the outcome or results matter
Sometimes a reader needs a little help understanding a story’s relevance and connecting its dots. By emphasizing the importance of the outcome, your audience is more likely to think about your pitch or story in-depth and will feel more inclined to get involved.
While you contemplate how to pitch your next story, ask yourself, how can I make my message more engaging? At News Generation, we also ask ourselves, why should anyone care? That helps us go for the meat of the story and keeps our pitches interesting!