At the heart of every great PR campaign are great stories told from different perspectives, which resonate because they get to the heart of an issue.
While many companies struggle to find their voice, identifying what’s topical is not as difficult as it may initially seem. Compelling stories can be found by digging a little deeper into your business network, no matter what product or service you’re communicating.
Get to know the people in your organisation. They hold the key to a range of different insights that will collectively provide marketing with more authentic and credible source materials, ensuring that you capture and hold market attention.
Once you start asking questions and initiating conversations, you may be surprised by the level of expertise and knowledge you uncover.
So how do you find the ‘go-to’ people in your organisation?
- Seek out the C-Suite executives and heads of departments. These people are more likely to share valuable business insights, wider industry trends, and details about the business’ strategy and organisational culture. These people are also ideal candidates for starting a thought leadership program.
- Talk to the people at the heart of your business. Sales managers, researchers and product development teams are the ones most likely talking to customers or industry peers. They can be a great source of information about new technology, client or consumer challenges, case studies and awards – which all make great stories to share with your target audience.
- Identify the heroes. The longest serving employee, or a staff member who has completed a major fundraiser, can provide an opportunity to share different perspectives about your business. For instance, an employee who has been with the company for more than 20 years may share valuable ’then and now’ anecdotes to add colour and authenticity to your story.
- Third party industry bodies and analysts. These organisations can provide valuable and credible expert insight to your marketing message, providing impartial industry knowledge. Building a relationship with these organisations will benefit your organisation and ensure your marketing materials are underpinned with valuable insight.
Interesting and relevant content is all around you, you just need to know where to find it and what to look for. In addition to sound boarding the talent within your business, think about how you will package the information. Creating a content calendar that taps into the different industry segments helps to tailor information for different audiences, using a variety of formats and channels to maximise the reach of your messaging.
The opportunities to develop great stories are endless. Remember to keep asking questions, be curious and encourage people to open up and keep sharing information. Much like putting together a jigsaw – taking the pieces of information to build interesting stories will serve your business well.
So, try tapping into the talent within your business, you may be surprised by what you find.
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