Contrary to what some publicists might tell you, not everyone is a good PR candidate. There are some industries that shouldn’t waste their money on PR. They will likely achieve more exposure by allocating their budgets to advertising or content marketing.
At the same time, there are industries and businesses that are made for the media. Their expertise is needed in this complicated world and their insider knowledge gives us a deeper view of topics that impact our lives. If positioned correctly, these types of clients can consistently find themselves on the news. These are the best PR candidates.
I frequently hear friends and potential clients say getting a story on the news is a crapshoot. I don’t believe that. There is a strategy and approach that can improve your chances for exposure, but only if you have the elements needed for a news story. And what are those elements? They are rooted in the social sciences of journalism.
