In the first part of my blog, I considered the changing digital landscape and how we now need more great B2B PR hooks, not less. Here we reveal some sources for stories you may not have considered:
Crunching the numbers
Data is everywhere – use it! Information stored within your own business systems, reactions and opinion captured through customer satisfaction surveys, or publicly accessible information sources. Yes, here’s a wealth of quantifiable facts and figures out there that can be your story hook. The data might already be in the shape you need, or it might require an analyst to make sense of it. Either way, crunching real numbers is one of the most effective ways of generating authentic storylines.
For example one of Skout’s clients recently used different public data to calculate the potential for each local authority to make savings to its adult social care budgets. This has resulted in great national, regional and sector media coverage for a new brand.
Analysing current events
These days the way news events unfolds over days and weeks offers many opportunities for expert sources to analyse what’s happening and ‘move the story on’. And this year has seen no shortage of opportunity – Brexit, the US election and the Autumn Statement to name a few.
Brexit offered several opportunities for one of our clients to comment. Providing immediate analysis and commentary at industry level on the morning of the result generated immediate coverage in our top target publication. Then the after effects of Brexit on the strength of the pound created opportunities for more.
Share the stage with a customer
Customer testimonials have long been a valuable PR and marketing communications tool. But while not every customer may be willing to publicly say great things about your product or service, many will see value in sharing the stage with you to tell a story that’s mutually beneficial to both brands. You don’t even need to reference the relationship between the two companies, but the added dimension of a third party can elevate the quality of your storytelling and make it more appealing.
Take this example from a legal services client of ours. When National Living Wage was introduced we collaborated with one of our client’s customers that was impacted by the change. We used this example alongside our client’s own expert comments on the topic.
I hope you find these ideas useful and good luck in finding your own natural story hooks!
Rob Skinner is Skout’s founder and MD. He promises to blog more!
