15 Aug Why you should make your business more interesting

Mark Ferguson, Director of More Fire PR Ltd

There’s a reason Facebook, Netflix, Amazon and so many others are charging more for users to opt out of advertising – no one likes being obviously sold to. It interrupts whatever you’re really interested in at the time and goes a long way to explaining the reason for a ‘skip’ button on YouTube.

But businesses have to make money, and marketing is at the heart of how we communicate the value of our organisation’s services and products to meet clients’ needs.

This is where public relations comes into its own. We thrive on (factually-accurate) storytelling and two-way communications, sometimes through the media, at other times online, in person or simply by helping shape a company’s actions, reputation and brand presence.

Ultimately one thing’s for sure – everybody loves a good story.

A story with bite

However, one of the biggest challenges organisations face is getting the media, and their other most critical stakeholders, to pay attention. The reality is, what feels important inside your business often isn’t what excites a journalist.

The first required mind is to fully understand the difference between advertising and PR. Advertising gives you total control, you buy the space and say whatever you like. PR is different. It’s about sparking an audience’s interest so that they decide your story means something to them and is worth sharing.

To do this, you need substance, information, insights, or angles that add value to an audience’s understanding.

The hard truth is that most journalists don’t care if you’ve launched a new website or promoted someone in your senior team. It might make a nice LinkedIn post, but it’s not news.

You need to think bigger.

Commissioned a survey that reveals a surprising trend? Expert knowledge that gives a fresh perspective on a topical issue? A human-interest angle in your work that could connect with a wider audience? These are the kinds of stories that can get your organisation noticed.

It often helps to get honest feedback before pitching a story. Find someone outside your business who will tell you, frankly, if your idea is interesting. If they’re not excited, the chances are a journalist won’t be either.

Another point many organisations forget is that you are an expert in your field. Never underestimate the value of your knowledge. Whether you’re a medical professional with insights into a new treatment, or a mortgage broker spotting unusual property trends, you hold information others want to know.

If it excites you, it’s likely to excite the media too.

Building strong media relationships with journalists is also important. They work under huge pressure and tight deadlines. If you’re helpful, responsive, trustworthy and respectful of their time, they’ll remember you.

Offer value only when you have something genuinely useful to contribute, and you’ll soon become a reliable source they’ll want to come back to.

The key takeaways are straightforward: Stop and really think about your story; test your ideas with someone outside of your organisation; put yourself in the shoes of a journalist and their audience.

Above all, be helpful, timely, and reliable.

Do this consistently, and you won’t just make your business more interesting, you’ll build lasting credibility that advertising can’t buy.