A great PR person is a great storyteller. Simple as that. When I work with clients, I want to hear their stories. Of course, I also want to know what their goals, objectives and expectations are for public relations. That’s a given. But learning their stories is where I get a charge and bring enthusiasm when talking to reporters.Before I start working with clients, I like to ask them these three simple questions: Who are you? What do you do? Why does it matter? Other questions may follow such as: How do you separate yourself from your competition? What are your customers saying about you and how are they using your products?Recently, I was doing some research for a client and landed on an article by Michael Vitez, a Pulitzer-Prize winning reporter for the Philadelphia Inquirer reporter, who has embedded himself in a community hospital to really learn the ins and outs of healthcare reform and how it is impacting patients and providers. He wrote a great story that touched on the tug of war between hospitals and insurance companies, how doctor’s decision-making capabilities are being questioned and how patients are often unaware of the behind-the-scenes discussions about how their care will be paid. I then went on his blog and found that in addition to reporting, he has a side business, writing love stories. He writes stories for newlyweds about how they met so they can have their stories as keepsakes and even display them at their wedding. What a great idea!What does this all mean? Next time you’re thinking about using public relations for your business, think about your story. Who are we? What do we do? Why does it matter? If you can answer those questions, you’re on the right track toward engaging in a successful public relations campaign.
