So…what’s the story?


What’s the story?

All small businesses and third sector organisations have a story to tell. Some of them have loads, some not so many but there is always something going on that is newsworthy, it is just a case of identifying what is actually NEWS.

New ventures are frequently referred to as someone’s ‘baby’ and quite right too! By the time you have come up with a watertight idea and established that your new business is providing a product or service that people need and want to pay for, AND raised the finance, decided on a name and launched it, trust me, it fells like you have actually given birth!

The danger is, however, that as business owners we are so close to the ‘baby’ that we become clucky parents. Before you know it every tiny event becomes a major news story to us, and we fail to understand why the rest of the world, and more specifically the media, are not at all interested that we have launched a website or just sent an amazing Tweet!

As new parents capture every waking, breathing moment of their newborn and expect everyone else to be fascinated by it, new venture owners are equally guilty of not being able to see the true news value of everyday events. Yes, every new step in a new business is really important, but they won’t all make the local paper.

So, how do you make your enterprise newsworthy? Two very important words are time and creativity, both of which you will need in abundance if you are to attract the attention of journalists and editors. It is worth putting as much thought as you can into how you approach your PR plan, and it really does have to be a plan.

Having an interesting story to tell is the key to making that plan happen, so it is worth taking time to think about what is happening and why you think other people will be interested in it, and how it can help to raise the profile of your business.

Taking an idea and turning it into a newsworthy press release takes time. After all, you are a business owner not a journalist or a PR so you cannot expect to get it right first time. For more information on how to write a killer press release email me and I can send you some free tips.

Remember that reading an article in a newspaper or magazine or on a website can indicate far more of an endorsement to potential customers than an advertising campaign. Advertising is expensive and for small enterprises is not always the best way to promote themselves. Remember that anyone can pay for advertising space, but to attract the attention of journalists and editors you must have a really good story!

Always be proud of every milestone that you reach, but always think carefully about whether that milestone is really significant enough and valuable enough to warrant PR activity. Every day thousands of new business related stories emerge so competition is fierce! Getting the attention of journalists is vital so be creative and unusual in your approach and you will reap rewards.

We run workshops and training sessions to help start ups, small businesses, third sector organisations and community groups to promote themselves and learn how to do their own PR. Our fees are low cost and our sessions are fun, informal and informative. For more information please email follow us on Twitter@mediabird


Published by Sarah Adams

I am the author of The Life Edit, an eight step personal development coaching programme that harnesses the power of journalling and writing to help people make transformational changes to their lives. I am also journalist and writer who has worked for newspapers, magazines, TV and online for the last 35 years, and an accredited personal development practitioner. I have written books, appeared on TV and radio and have worked in the world of corporate communications as a senior manager. I launched and ran The Community Media Group for ten years-this is a social enterprise that exists to produce professional, community newspapers in socially challenging areas as well as providing free training.

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