Don’t make it pretty

I have a story to tell you and it is a wonderful tale, in fact, it is the best, and the latest, and the most luxurious. Indeed, it is awesome. 

I could insert quite a few superlatives here, but you get the point. 

As a journalist for several decades, it was a daily occurrence to spike a lot of press releases without reading much further than the subject line or first sentence. 

All too often they were just gussied up words paying tribute to whatever the PR agency’s client was launching. 

They were pretty. Journalists don’t like pretty. Journalists want news stories that will interest their viewers or will encourage someone to pay to read a news story. 

If you want to get your message across in the media, you need to have a strong story to tell. It needs to interest readers and viewers. That means you ditch the flowery language and tell it like it is. 

You need to get to the point and get there quickly. Don’t meander with an introduction like the one at the top of this post. 

The journalist or editor or news director needs to know two things quickly – is it a news story and will it interest my audience. 

Simply, get your message right, get your facts right and aim for the right audience. 

As experienced journos, we can help you deliver a message the media will want to read. 

Get in touch with Bespoken here.

More from the blog

You always clean your house before you invite someone over, right? The same thing goes for a company seeking capital. By the time you meet with investors, you need your company’s external-facing assets and profile to be professional, conveying your strengths and credibility. This can sometimes be the difference between landing a meeting with an investor in the first place, or missing out. Let’s delve into four marketing and PR essentials in the lead-up to a capital raise.
The creation of a ‘villain’ is sometimes the perfect way to create a compelling media hook. This was among the tactics discussed by Bespoken Managing Director Sarah Morgan and Media and Communications Specialist Lisa Chant when they teamed up for a presentation at the second annual Content Summit at the Brisbane Powerhouse. Their topic, ‘Finding the hook others may overlook’, was a fully subscribed session, with many attendees disappointed to miss out. In the spirit of sharing, here’s an extract from the session.
When you want to tell a powerful story that truly resonates with your target audience, numbers can speak louder than words. In an increasingly data-driven world, an ever-growing number of brands are using figures to craft compelling narratives that drive awareness and build credibility, across avenues ranging from unique media stories to tailored social media campaigns. Here are some important points to consider when creating and telling a story with data.
You always clean your house before you invite someone over, right? The same thing goes for a company seeking capital. By the time you meet with investors, you need your company’s external-facing assets and profile to be professional, conveying your strengths and credibility. This can sometimes be the difference between landing a meeting with an investor in the first place, or missing out. Let’s delve into four marketing and PR essentials in the lead-up to a capital raise.
The creation of a ‘villain’ is sometimes the perfect way to create a compelling media hook. This was among the tactics discussed by Bespoken Managing Director Sarah Morgan and Media and Communications Specialist Lisa Chant when they teamed up for a presentation at the second annual Content Summit at the Brisbane Powerhouse. Their topic, ‘Finding the hook others may overlook’, was a fully subscribed session, with many attendees disappointed to miss out. In the spirit of sharing, here’s an extract from the session.

Stay in touch. We love a chat.