Editing The Story The Media Really Wants

If you're like the majority of of my clients, you're probably interested in obtaining the media to cover the success of one's business. These "business success stories" can be utilized for future marketing efforts -- including reprints of the story in your marketing materials or on your Web site, or framing this article and hanging it in your office.<br /><br />Well, I'm all for that, of course.<br /><br />But ... did you know that the media is often interested in the story behind the story -- definitely not a standard business profile?<br /><br />What do I mean by the "story behind the story?"<br /><br />Sometimes it means the key reason why you started the business in the first place. Often, this is more interesting to the media's audience than the business itself. For example, my client, Christine King of GET EXERCISE! Functional Fitness Studios, was the main topic of a Fort Lauderdale Sun-Sentinel Sunday Fitness Profile, not really much because she was who owns an exercise studio, but because she was in an accident years back that left her temporarily paralyzed, and she used functional fitness moves to rehabilitate herself. This led her to leave her corporate job and begin an operating fitness studio.<br /><br />Another "story behind the story" might be a major event that catapulted your business to incredible success. Some magazines, such as Fortune SMALL COMPANY, have a normal feature on that subject. Local newspapers also often run these kind of articles. For example, client Lori Karmel of We Take the Cake was featured in a recent Monday South Florida Sun-Sentinel SMALL COMPANY Profile available Section. The main theme of the story was how her appearance on last November's Oprah Winfrey Show, in which she was featured offering one of Oprah's Favorite Things (the company's Key Lime Bundt Cake), helped We Take the Cake's sales skyrocket.<br /><br />Another type of "story behind the story" is the way you or your organization helped another company achieve success. [https://penzu.com/p/e58db162 Thenewestdeal] was the main topic of a recent "Case Study" feature for client Bob Garner in the Wall Street Journal. A client of Bob's told how Bob's trade show presentation had increased the client's trade show ROI significantly.<br /><br />If you are wondering if these kind of stories are as effectual as pure business profiles, the solution is really a resounding YES! Here's why:<br /><br />1. These stories are often more interesting to readers and viewers, t [https://canvas.instructure.com/eportfolios/2018831/Home/Local_Author_Joins_History_and_Humor_To_Tell_His_Stories here] fore the audience understands more of the story about you, that leads to better retention of your company's products and/or services.<br /><br />2. These stories often add a great deal of your company information, often in an exceedingly flattering way.<br /><br />3. These stories show a different side of you as well as your business that is often hard to spell it out to others.<br /><br />So if the media is interested in the "story behind the story", eagerly embrace the idea. It may very well lead to your best, and most effective, publicity coverage ever!<br /><br />Copyright 2008 Margie Fisher All Rights Reserved<br /><br />Margie Fisher, President of Zable Fisher PR, is the writer of the Do-It-Yourself PR Kit. For more info on the Kit, the Purchase Results Publicity Program, and to join the complimentary PRactical P.R. newsletter, visit