What’s the Story?

It seems like common sense, but some of us public relations professionals occasionally lose sight of exactly what it is we are pitching to the media. We can get wrapped up in the client’s vision- Yes, indeed, YOURS IS the GREATEST, MOST INNOVATIVE hands free fishing pole on the market- and allow our focus to deviate. But our job is to know our clients inside and out, take a step back, put on our “objective” glasses, and creatively discern what their story is. 
It’s not always that easy, but isn’t that why they are paying us the medium-to-big-bucks vs. doing it themselves?

That said, how do you craft a compelling story so that it doesn’t seem like you’re just trying to get a free product placement in the news? 
I don’t think there is a hard and fast rule for it, but I come from a news background, and my instinct is to always try and find the human element in each story. So if it’s hands-free fishing poles you’re trying to get in the news, maybe there’s a young, disabled avid fisherman whose life was changed because your client’s product allowed him or her to deep sea fish in the Caribbean after years of watching from the stern. And if your client doesn’t have a heart wrenching story in their arsenal, move along to the next gripping factoid that you can pitch.
Are the fishing poles made from 100% non-conflict Indonesian bamboo engineered to leave no carbon footprint? That might be a selling point to eco-friendly maritime publications.

Then once in awhile, a client comes along who insists that their non-story is of utmost relevance to the community at large. What to do in that situation? My approach is to put on my really creative Dumbledore hat, squeeze out some inkling of an angle to the story, and start pitching to small, local publications to try and build momentum. It’s not a sure fire solution, but when you’re working with what seems like nothing, it’s a necessary step before you return to the client and explain that solar powered flashlights really don’t have a market out there.

The point is, do your homework until you find that angle which gives reporters/editors/producers a sense of, “I’m glad that Philosophy Communication brought this organization or product to my attention in a well-crafted, personalized pitch. What they told me is interesting and newsworthy. They just made my job a little easier.”