I’m often asked: “what makes a great story”?
Celebrities, statistics and compelling photos are just some of the ingredients PR practitioners often use to tart up their client’s stories.
I’ve worked with and for large corporations for a long time and most have some great stories to tell.
But try telling them to a spin-fatigued journalists and more than often you won’t get the attention you think you deserve..
Yes, media attitudes towards big business sometimes make me downright angry.
But I’ve accepted that is the reality of the media environment I operate in and believe a “customer led” communications approach is essential to changing cynical media attitudes.
It sounds obvious but all too often I’m shocked at the unwillingness of some corporates to take a back seat and push their customers forward to advocate on their behalf.
By all means, pump up those statistics, capture a great photo or release a white paper but use your customers to humanize your messages, always.
Customers – those who buy, use and benefit from your products and services - will always be your strongest ambassadors.
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