The science behind good PR

Your clients need to see your company in the best light. Public Relations achieves this through a number of tactics. One of those is to create powerful and engaging stories that elicit an emotional response. Stories that add value to the everyday lives of people are powerful marketing tools. There is a robust science behind creating successful PR stories.

Like creative design, it is important to take your personal opinion out of the equation. What really matters is whether the story appeals to your prospects and creates more demand for your products and services.

At Sustainable Marketing, we adopt a robust PR framework to increase the probability of success for our clients. We often receive compliments from editors, clients and even competitors on our approach and PR stories.

Before we start writing a story we use the following process to develop a richer picture:

• Undertake a briefing with our client to get their perspective
• Research online forums to understand what customers like most about the product
• Talk to industry peers (and sometimes the manufacturer) to get their perspective
• Review existing product material to understand the product in greater detail
• Read the magazine to understand content and language preferred by readers
• Discuss content strategy with editors who usually understand their readers
• Document the content strategy in a detailed briefing document.

Like any decent PR company or internal communications team, we bounce story angles with our team to develop richer stories and to remove story biases. And then the writing begins …

Sustainable Marketing Services is an award-winning Brisbane digital marketing agency with a long history of delivering sustainable success for our clients.

Book a complimentary meeting on 07 3446 5837 or via email us here.