The Power of One Targeted Media Story

In truth, it is very rare that your marketing strategies work immediately, including PR. Why is this? Simply put some media aren’t going to produce your story at that very moment and most targeted media stories you can get may happen to be in a magazine, and national pubs work up to six months out. So, while you’ve secured the opportunity, you still have to wait six months for it to hit. This can be true for a lot of media. But then again, you realize that marketing, in general, is a long-term process that needs nurturing and requires patience.

There are those few precious times when a journalist can take interest in your story and change the face of your business overnight. The best way to explain this is to give you examples of two of our clients.

About two years ago my friend, Dr. Michele Kehrer came to me and said “I’m one of few people in the country who treats chronic dizziness and balance issues, which 90% of Americans will suffer from at one point, and doctors don’t know about me”. It was a great story and was immediately picked up by the local ABC affiliate’s HealthBeat. They came out the next week, taped and ran the story not just once but four times over the next several days. Her business, Lifestyle Physical Therapy & Balance Center got more than a shot in the arm – she picked up over 100 patients and it transformed her clinic, literally, overnight. Two years later she has doubled her staff, again, and is enjoying less work and more management of the business.

More recently, our pro bono client Kendall Ciesemier of Kids Caring 4 Kids, and I, finally saw the fruits of our labor. Roughly three months ago, Channel One, a news resource for six million kids across the country that is fed directly into classrooms, called and said they were in from New York for a story and wanted to cover Kendall’s interesting story – and it is interesting (read more). Her primary goal: to distribute her “i care 2” kit and encourage American kids to support AIDS orphans in Africa. It took a few months to edit (and breaking for the holidays) and finally aired January 11, 2010 on Channel One. The result – within just a few days hundreds of kits were requested, donation pages set up on her website and….to date those numbers are still growing.

Why did these work to produce so much for these two organizations?  Because the story truly hit their target demographics. Other key ingredients for success are two great stories, something the public would be interested in as well as learning about, they differentiated themselves from anyone else and both are extremely passionate about what they want to accomplishment.

This is what one truly targeted story can do for your business

This isn’t to say that you aren’t passionate about your business, it’s about locating your story, writing and presenting it in a compelling way (Make it News!) and finding the one media outlet that reaches the particular audience you desire most.

Look, there are a lot of people out there who practice the “Bowl of Spaghetti” theory to PR – take a bowl of spaghetti, throw it up on the wall and see what sticks. In this case, write a press release, SPAM it to every journalist on the list and see who shows interest (I get pitched this way for Small Business Daily on a regular basis, and most don’t even read our blog to fully understand what kinds of topics we’re looking for!).  Our particular approach was hands on, meaning our clients gave us their media wish list of about 10-15 and we went out and got them interested. It was more than just “sending an email”, we crafted our story to each particular media and audience and….gasp….we even called them on the phone over just distributing by email.

Yes, generating PR, and marketing in general, takes time. Valuable time out of your day when you could be doing other things to run your business, but isn’t it worth it to you and your business to focus on it for a week and see what develops? It could change your business and make your dreams of becoming a successful entrepreneur come true.

In both cases, it took one person to stand out from the crowd with a great story to impart success. There is only one way to success…..go out and find your amazing story and if you’re struggling, then it’s worth it to find an experience news/PR professional to write it for you.
Jennifer Fortney
Cascade Communications

Follow me on Twitter @SmallBizPRXpert and @MyStorySource or subscribe to for FREE to pitch your story to media.


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