How to use storytelling in media relations
We’ve talked before about the changing media landscape. It continues to evolve and change in ways that can feel frustrating if you’re trying to generate some buzz for your brand. Journalists are inundated with countless pitches daily and storytelling has become even more important in media relations strategies. It’s no longer enough to present facts and figures—the key is to weave these details into compelling narratives that resonate with both journalists and their audiences.
Why storytelling matters
Stories show the human side of things. They have the power to evoke emotions, inspire action, and foster connections. In media relations, a well-crafted story can transform a standard press release into a captivating piece that grabs attention and leaves a lasting impression. Journalists are looking for stories that their readers will care about, and by providing a narrative that aligns with their interests, you’re more likely to see your pitch picked up.
Key elements of a good story
Authenticity: (BUZZWORD ALERT!) Authentic stories resonate. The reality is that inauthenticity can damage credibility and trust – and audiences know when you’re being inauthentic. Your messaging should be genuine and aligned with your values and overall mission.
Relatability: The audience should be able to see themselves in your story, even if it’s aspirational. Whether it’s a passionate founder, a satisfied customer, or a dedicated employee, highlighting real people makes your story more engaging and relatable.
Conflict and resolution: We all love a little drama. A good story features a challenge and solution of some sort. This style of messaging is a great way to showcase your brand’s value proposition.
Emotion: Tap into emotions—whether it’s joy, empathy, or inspiration. Emotional stories are memorable and shareable, increasing the likelihood of media coverage.
Clear message: Keep it simple. Keep it clear. Your message shouldn’t get lost in the story.
How to incorporate storytelling into media relations
Understand your audience: Tailor your story to fit the interests of the journalist and their audience. Before pitching, research the publication’s tone and style to ensure your narrative aligns.
Use visuals: Include visuals in your pitch like photos, infographics, or videos. Your visuals should complement the story – don’t send just for the sake of it. And make them easy to access – rather than attaching them to an email, create downloadable links.
Keep it short and sweet: While stories add richness, keep your pitch concise and to the point.
Follow up thoughtfully: If you don’t get a response, a thoughtful follow-up that adds value to your initial pitch can make a difference. Perhaps share an additional insight or a new angle to the story.
Media relations has changed in the past decade. It has become harder to land media coverage, but not impossible. Mastering the art of storytelling in media relations can significantly enhance your ability to secure media coverage. Great storytelling will help you stand out. Ready to talk strategy? Book a free consultation with me to talk about your media relations strategy and what you can do to stand out.