Home
>
Public Relations
>
Its the Little Details that Can Make or Break a News Story

Its the Little Details that Can Make or Break a News Story

Have you ever heard of the saying, "One person's trash is another person's treasure?" Well, that statement is a true one, but never more so than in the realm of media relations where so many small-business owners find it so difficult to garner media coverage for themselves or their companies. Allow me to illustrate my point below in an actual incident that happened to one of my clients and the lessons we learned from this experience.

One day a new client approached me about getting media coverage for her company. She had tried writing and submitting press releases on her own but with little luck and decided that it was time to contact a media relations company. We made an appointment to meet and we discussed her business and brainstormed about ways in which to secure coverage in a creative and affordable way. During that meeting and subsequent other ones, I became very familiar with her business and learned why she was so successful. But it was in a casual conversation, which had little to do with her business, that I learned about the information that would allow me to secure news coverage for my new client.

This particular client is a visual arts designer and runs a very successful business in the Midwest, but her one true passion since childhood is gymnastics. She participated in the sport as a child. She still follows the sport on television and even incorporates the sport into the name of her company. I learned that she liked to have people take photographs of her performing handstands near historic structures, and that she had done this all around the country.

It was through that conversation that I learned that she even had a photo taken of her performing a handstand just outside of the World Trade Center several years ago. I asked her why she hadn't shared this information with me earlier and she said, "It was such a little thing that I really didn't think it was very important."

In reality, it was that little-known fact that sealed the deal for local newspaper coverage. When I spoke with the reporter, I was able to strategically mention this "little" fact to the reporter and explain that I could supply the actual photo. It mattered less to the reporter that this client was a self-published author and ran a successful business. While all of that information was great, it was the World Trade Center photo that peaked the reporter's interest. In the end, instead of receiving a small blurb in the newspaper, which was what we really expected, she in turn got a front-page story complete with her photo and references to both her business and her love for gymnastics. Plus, this was a very affordable decision because the client could never have afforded an advertisement the size of that article generated.

The point that I'm trying to make is this. Sometimes small-business owners need to depend on the services of communication companies in order to secure media coverage. But whether you are dealing with a big agency or a boutique agency or a freelancer, it's always important to share every detail because sometimes it's the little details, which can make or break a story.

About The Author

Carolyn Davenport-Moncel is president and founder of Mondave Communications, a global marketing and communications firm based in Chicago and Paris, and a subsidiary of MotionTemps, LLC. Contact her at carolyn@motiontemps.com or by phone in the United States at 877.815.0167 or 011.331.4997.9059 in France.

shuttle from Midway Glen Ellyn ..

In The News:

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Emails instructing you to reset your password for an account may be legitimate, or they may be scams. Kurt "CyberGuy" Knutsson explains.

Northrop Grumman's Manta Ray uncrewed underwater vehicle aims to revolutionize undersea missions — it glides through the ocean without human assistance.

Learn how to work Google's calendar application to streamline and organize your daily tasks from technology expert Kim Komando.

If you do not want Facebook to have automatic access to your private photos, follow our tips to protect yourself. Kurt “CyberGuy" Knutsson shows you how.

Kurt “CyberGuy" Knutsson goes into detail about Apple’s recent iOS update that allows iPhone users to instantly translate spoken language simply by using the Action Button.

Safeguarding your digital life with a reliable physical backup isn't just a precaution, it's a necessity. Kurt “CyberGuy" Knutsson provides the essential backup checklist.

Kurt “CyberGuy" Knutsson reveals how a Redditor exposed false recycling claims at their apartment, highlighting a report that only 21% of U.S. recyclables are processed.

Kurt "CyberGuy" Knutsson offers a travel toolkit featuring five technology tools to help you with booking flights and hotels for your summer vacation.

The bubble behind the clock on your iPhone can appear in different colors. Kurt "CyberGuy" Knutsson explains what each of those colors mean.

Scammers are using the power of artificial intelligence to mimic voices of people and are using the fake voices to commit crimes, like kidnappings.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Tech guru Kurt "CyberGuy" Knutsson explains the science behind the Invisibility Shield, a 6-foot shield that makes people become invisible.

The International Olympic Committee on Friday announced plans to use AI in various Olympic aspects, including athlete identification, training and judging.

Tech guru Kurt "CyberGuy" Knutsson explains an easy trick to avoid squinting while working or surfing the web by zooming in on your personal computer.

Streaming giant Roku has recently been targeted by a pair of cyberattacks, and the company confirmed over a half million Roku accounts were compromised.

The Land Aircraft Carrier combines an all-terrain, six-wheeled vehicle with a two-seat aircraft, which features electric vertical takeoff and landing.

The European Union has sent TikTok a "request for information" on the video sharing platform's newest app, TikTok Lite, under the Digital Services Act, with the aim to clean up social media.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

The FBI is warning the public about a recent phishing scam via text that claims its targets owe money in Pennsylvania for unpaid road toll charges.

Your Apple Music settings may be revealing to your contacts what you're listening to. Kurt "CyberGuy" Knutsson explains the process to change those settings.

Learn how to secure social media accounts, implement legacy contacts, and create a digital estate plan to protect your online assets from 'ghost hackers' after your death.

A ported phone number scam is leading to more people having their identities stolen by sophisticated scammers. Kurt “CyberGuy" Knutsson tells you what you need to know.

The Great Pacific Garbage Patch, a vast marine debris vortex, is being tackled by The Ocean Cleanup’s innovative technologies. Kurt “CyberGuy" Knutsson explains.

Discover easy solutions to tame autocorrect frustration on iOS and Android devices. Turn off, customize and add personal touches to your typing experience.

Its the Little Details that Can Make or Break a News Story

Public Relations