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Unearthing the Gold: How to Pinpoint Your Client's Dynamic Story for Maximum Publicity

  • Jerome Cleary
  • Jul 6
  • 3 min read

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As PR professionals, we're all prospectors, sifting through information to find that glittering vein of gold: the dynamic story that will captivate media and resonate with audiences. But in a world saturated with information, how do you consistently identify that singular, compelling narrative for your clients? It's not about inventing; it's about unearthing.

Here's how to dig deep and discover your client's main dynamic story, ready for a powerful publicity push:


1. Beyond the Press Release: The Deep Dive Interview


Forget the standard Q&A. This is where you become an investigative journalist, a curious friend, and a strategic partner all rolled into one.

  • Ask "Why?" Five Times: Don't just settle for the surface answer. If they say, "We launched a new product," ask "Why did you launch it?" Then, "Why is that important?" Keep digging until you hit the core motivation, the problem it solves, or the unique vision behind it.

  • Explore the Origin Story: Every company, product, and individual has a beginning. What sparked the idea? What challenges were overcome? Often, the most compelling narratives are found in the genesis.

  • Identify the "Aha!" Moments: When did things click? When did they realize something truly special was happening? These moments often reveal the core value proposition or a unique insight.

  • Probe for Passion and Purpose: What truly drives your client? What are they passionate about beyond the bottom line? People connect with passion and purpose.

  • Listen for Anecdotes and Examples: Specific stories are far more powerful than general statements. Ask for examples of how their work has impacted a customer, solved a problem, or changed an industry.


2. The Power of "Who Cares?": Audience-Centric Story Mining


A great story isn't just about your client; it's about how that story impacts the audience you're trying to reach.

  • Understand Your Target Media and Their Audiences: What kind of stories do they typically cover? What are their readers/viewers/listeners interested in? Tailor your discovery process to align with these interests.

  • Identify the Problem Solved: What pain point does your client address? People are inherently interested in solutions to their problems.

  • Highlight the "New," "Different," or "Better": What makes your client truly stand out from the competition? Is it a revolutionary technology, a unique approach, a disruptive business model, or an unparalleled level of service?

  • Focus on the Impact, Not Just the Features: Instead of just listing product features, explain how those features translate into benefits and real-world impact for the end-user or the industry.

  • Look for Trend Alignment: Does your client's story tap into broader societal trends, technological advancements, or cultural shifts? Tying into larger narratives can significantly amplify your message.


3. The Data Story: Numbers That Speak Volumes


Data isn't dry; it's a powerful storytelling tool when used effectively.

  • Quantify the Impact: How many customers have they served? What kind of growth have they experienced? What are the measurable results of their work?

  • Identify Surprising Statistics: Are there any counter-intuitive or unexpected data points that could grab attention?

  • Benchmark Against Industry Trends: How does your client's performance compare to industry averages? This can highlight their unique strengths or pioneering efforts.

  • Visualize the Data: Think about how you can present complex data in an easily digestible and visually appealing way (infographics, charts, etc.) – even in the initial brainstorming phase.


4. The "What If?" and "So What?" Test: Refining Your Narrative


Once you have a few potential story angles, put them to the test.

  • The "What If?" Test: Imagine you're pitching this story to a journalist. What would their immediate reaction be? Would they be intrigued? Would it spark further questions?

  • The "So What?" Test: If someone heard this story, what would be the takeaway? Why should they care? What's the broader implication or significance? If you can't answer the "so what?" clearly, you haven't found your dynamic story yet.

  • Look for the Human Element: Even in B2B or highly technical fields, there's always a human story. Who are the people behind the innovation? What are their journeys or motivations?


5. The Elevator Pitch: Condensing Your Gold Nugget


Finally, once you've identified what you believe is the core dynamic story, try to distill it into a concise, compelling elevator pitch. If you can articulate it powerfully in a few sentences, you've likely found your winning narrative.

Finding your client's dynamic story isn't a one-time event; it's an ongoing process of curiosity, strategic questioning, and empathetic understanding. By consistently digging deeper, focusing on impact, and refining your narrative, you'll unearth the publicity gold that truly sets your clients apart.


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