In books and movies, narrators skip over certain events or actions to focus on others that are more important or directly affect the story’s characters. Each scene is connected to the bigger picture: the story in its entirety.
In public relations, setting a narrative for a brand’s story or a company’s announcement is just as important.
But this aspect is often overlooked: Press releases typically follow the inverted pyramid writing style and focus on the importance of an event or announcement itself. They’re more effective if they take a step back and analyze the event’s or announcement’s importance to the industry and its consumers as a whole.
Today, as the startup ecosystem becomes ever more saturated with the hundreds of pitches for new apps, products and services constantly being pitched to the media, something more is needed: a clear narrative and placement of the announcement in the wider context.
These moves can make a world of difference, and dramatically improve your chances for coverage. So, how do you create your own narrative?
1. Tell your own story.