Transform your company’s story into headline news

 
Think about your favorite book or movie for a moment. Now turn on the TV news or pick up a newspaper. What do these stories have in common?

 
For example, in the Harry Potter books, the tale begins to spin with a mysterious title and compelling first chapter where major characters and the bottomline premise of the story are introduced (This Boy who lived, a famous magician, as an infant defeated an evil villain who killed his parents). In each book, author JK Rowling writes about a likeable hero (Harry Potter, a detestable villain (Lord
Voldemort aka Tom Marvolo Riddle)
, and accomplices (the Good guys: Weasleys, Hermione Granger, Professor Dumbledore, Hagrid and the Bad guys: Death Eaters, Voldemort’s minions).

 
Rowling also reveals a dramatic conflict of interest fueled by the heroes/villains dream quest and goals, plus various nerve-racking obstacles and clues, that eventually reach a satisfying conclusion/resolution (the good guys at Hogwarts will eventually defeat Voldemort and the world will once again be safe). In Lord of the Rings, Frodo throws the ring into the fire and good triumphs over evil.

 
Now, let’s look at the News: In Crawford, Texas, there is an ongoing headline saga in progress which began when a grief-stricken mother Cindy Sheehan (heroine or villainess, depending upon your political persuasion) vs. George Bush
(ditto), and accomplices (antiwar protesters vs. administration), focused on the conflict of interests (fueled by the question and request for a meeting), which highlighted the obstacles that stand in the way (differing viewpoints). Eventually this drama will reach a conclusion.

 
Try incorporating the above components that succinctly highlight your company’s story into a newsworthy press release utilizing an equivalent formula.

  1. Write a mysterious, emotionally compelling and eye-catching headline/title that summarizes the theme/premise.
  2. Once upon a time = Date of your event or present a timely, cutting edge trend, invention, celebrity or famous quote, business or personal problem that is changing the world as we know it.
  3. Introduce your charming hero/heroine: your CEO, company or person who best illustrates and epitomizes the topic with factual, honest, concise, and timely information in journalistic fashion (who are the main characters, what happened or is going to happen, when, where, why and how).
  4. Boo, hiss, bring in the despicable villain: the common difficulty that your hero/heroine has triumphed over (utilize the latest statistics, quotes, or polls to detail the extent of the problem, i.e., a majority of Americans over 30 are overweight) and provide tips on how you did it so others can overcome the problem, too.
  5. Resolution of conflict: Invitation and call to action to contact your company for advice, services, and assistance. Writing a powerful story-driven press release can increase your chances of obtaining media coverage.

Celia Sue Hecht is 23-year Freelance Journalist (listed in Bacon’s Media directory) and Published author and teacher who works with authors, doctors, small business owners, designers and innovative professionals. Her clients have been featured on ABC, NBC, CBS, The New York Times, PBS, NPR, the Los Angeles Times, USA Today, Washington Post, Entrepreneur magazine, E magazine, to name a few. To discuss how Celia Sue Hecht’s writing services can support your business, call 888-260-4673 or email:prmatchmaker@yahoo.com

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