Home
>
Public Relations
>
The Story The Media Really Wants

The Story The Media Really Wants

If you're like most of my clients, you're probably interested in getting the media to cover the success of your business. These "business success stories" can be used for future marketing efforts -- including reprints of the story in your marketing materials or on your Web site, or framing the article and hanging it in your office.

Well, I'm all for that, of course.

But ... did you know that the media is often more interested in the story behind the story -- not necessarily a standard business profile?

What do I mean by the "story behind the story"?

Sometimes it means the reason why you started the business in the first place. Often, this is more interesting to the media's audience than the business itself. For example, my client, Christine King of Get Fit! Functional Fitness Studios, was the subject of a Fort Lauderdale Sun-Sentinel Sunday Fitness Profile, not so much because she was the owner of a fitness studio, but because she was in an accident years ago that left her temporarily paralyzed, and she used functional fitness moves to rehabilitate herself. This led her to leave her corporate job and start a functional fitness studio.

Another "story behind the story" might be a major event that catapulted your business to incredible success. Some magazines, such as Fortune Small Business, have a regular feature on that subject. Local newspapers also often run these types of articles. For instance, client Lori Karmel of We Take the Cake was featured in a recent Monday South Florida Sun-Sentinel Small Business Profile in the Business Section. The main theme of the story was how her appearance on last November's Oprah Winfrey Show, in which she was featured offering one of Oprah's Favorite Things (the company's Key Lime Bundt Cake), helped We Take the Cake's sales skyrocket.

Another type of "story behind the story" is how you or your company helped another company become successful. This was the subject of a recent "Case Study" feature for client Bob Garner in the Wall Street Journal. A client of Bob's told how Bob's trade show presentation had increased the client's trade show ROI significantly.

If you're wondering if these types of stories are as effective as pure business profiles, the answer is a resounding YES! Here's why:

1. These stories are often more interesting to readers and viewers, so the audience understands more of the story about you, which leads to better retention of your company's products and/or services.

2. These stories often incorporate a great deal of your company information, often in a very flattering way.

3. These stories show a different side of you and your business that is often hard to describe to others.

So if the media is interested in the "story behind the story", eagerly embrace the idea. It may very well lead to your best, and most effective, publicity coverage ever!

Margie Fisher is President of Margie Fisher Public Relations. She is also the author of the Do-It-Yourself Public Relations Kit?. To sign up for her free biweekly PRactical P.R. newsletter, and to see more free articles, visit http://www.margiefisher.com

green cleaning service Park Ridge ..

In The News:

Your home address is easily accessible on people finder sites, putting you at risk for stalking and identity theft, but data removal services can help protect your personal information.

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

Robot combat evolves at Unitree's Iron Fist King event as G1 robots face off in China, featuring knockouts, precise strikes and agile machines that can perform side flips.

Take control of your digital privacy with actionable tips like Facebook privacy checkup, location tracking management and data removal services to protect your personal information.

Smart TVs and streaming devices manufactured in China are being compromised by BadBox 2.0 malware before users even power them on; infections have been detected in 222 countries.

The lightweight, 15-pound Tenniix tennis robot mimics pro playing styles like Nadal and Federer, using AI trained on 8,000 hours of professional tennis data.

Oak Ridge's uranium enrichment facility supports America's AI ambitions amid concerns that China's aggressive nuclear reactor construction could give it an edge in powering data centers.

Facebook scam ads now leverage AI and deepfakes to create convincing celebrity endorsements, targeting specific demographics with sophisticated schemes.

Apple unveils iOS 26, macOS 26 Tahoe and iPadOS 26 with translucent Liquid Glass design at WWDC 2025, featuring ChatGPT integration as competitors advance rapidly.

The Atom Touch prosthetic arm combines an AI neural interface with EMG sensors, allowing amputees to control individual fingers with precision at an affordable $25,000.

Aspen officials aim to have crews on the scene within five minutes — something they say would be nearly impossible without precise location data the AI technology gives.

Tech expert Kurt “CyberGuy" Knutsson says iPads are usually secure, but hackers can access them. Spot warning signs early to protect your data.

Tech expert Kurt Knutsson reveals how to easily move photos and videos off your iPhone or Android to securely protect your favorite moments.

The Social Security Administration is launching digital SSN access this summer. Tech expert Kurt “CyberGuy" Knutsson helps you learn how to use it and protect your identity.

Glide underwater with CudaJet and make the ocean your playground. Kurt “CyberGuy" Knutsson discusses the redesigned tech that might be your next big thrilling adventure.

Protect yourself from login alert scams with five security steps, including avoiding suspicious links, checking account activity and enabling two-factor authentication

Skip the usual Father's Day gifts with personalized ideas for tech enthusiasts, home brewers, pool owners, seniors, outdoor lovers and privacy-conscious dads.

DMV text scam alert: Fraudsters impersonating motor vehicle departments nationwide are sending threatening messages about unpaid tickets and tolls to steal your information.

Fox News' AI Newsletter brings you the latest on this rapidly evolving technology.

E-BAR, MIT's mobile robot, provides physical support for seniors with handlebars that follow from behind, helping prevent falls while maintaining dignity for aging adults.

AI is changing everything – now, we can even use it to generate video. I tried OpenAI's Sora and Google's Veo – here's how they measure up against each other.

Five simple phone setting tweaks that make your device work harder for you, from automatic text message deletion to scheduled focus modes.

Android users can save time with 10 simple automations, including automatic battery saver mode, location-based Wi-Fi settings and scheduled "Do Not Disturb" mode.

Personal information from 364,000 people was compromised in a LexisNexis data breach that went undetected for months, highlighting privacy risks.

The Phantom 3500 jet features a windowless design that reduces drag and structural weak points, burning 50% less fuel than conventional business jets.