Media Training: How to Tell a More Interesting Story

PRESIDENT BUSH TELLS A STORY

On March 18, 2005, President Bush stood before a group of Florida voters to tout his social security plan. He did something quite ordinary during his speech. He acknowledged a person in the audience and told her story.

President Bush told the crowd he had recently spoken with a local resident named Anna Brooks, a widowed grandmother, who would benefit from the type of social security personal account he was proposing.

We've all become accustomed to politicians pointing to people in the crowd and telling their stories, but why do they do it?

WHAT THE PRESIDENT UNDERSTANDS

Pay close attention to a key phrase used in the Anna Brooks anecdote ? "social security personal account." What do you picture when you hear that phrase?

Odds are, probably not much. It's an abstract concept that's tough to visualize and get passionate about.

What President Bush understands ? as do most working politicians ? is that abstract concepts have to be brought to life through real people. The story he told about Anna Brooks was about a woman suffering to make ends meet because her husband died at a young age. If only there were social security personal accounts, Mr. Bush argued, her financial suffering could be alleviated.

As he told that story, people in the audience nodded their heads in agreement. Yes, they all seemed to think, Ms. Brooks' burden should be lifted, and, well, if personal accounts would help, they seemed like a terrific idea.

Imagine instead if the President made a more academic case filled with statistics and data. Do you think he would have elicited the same emotional reaction from the crowd? Would they have nodded their heads with the same enthusiasm?

WHAT THIS MEANS FOR YOU

Journalists are storytellers by trade and need drama to bring a story to life. Abstract concepts ? be they social security personal accounts, medical liability reform or climate change ? need to be brought to life through an anecdote.

Instead of just talking about the scientific effects of climate change on our biosphere, talk about the South Pacific fisherman who can no longer feed his family because the fish catch has declined due to global warming.

Instead of talking about medical liability reform, talk about the pregnant woman who has to cross state lines to meet with an obstetrician since her local doctors have all stopped delivering children due to high malpractice premiums.

And instead of talking about social security personal accounts, talk about a Florida widow who would benefit from them.

By doing so, the public not only understands what you're saying, but begins to empathize with a specific person. That empathy means they care ? and the more you make people care about your issue, the more they are willing to agree with your point of view.

AN ADDED BENEFIT

By offering anecdotes to journalists while being interviewed, you can help turn your Page 16 blurb into a front page feature article.

Abstract stories about process ? if covered at all ? are usually relegated to small blurbs on the inside pages. But by taking an abstract story and bringing it to life through real people, journalists can find those people, interview them and get a better sense of how they are personally impacted by your issue.

Suddenly, the reporter has a way of telling your story in a way that his or her audience is more likely to care about. Instead of telling a story about social security personal accounts in the abstract, the reporter can tell a story about social security personal accounts in which a specific person is genuinely affected. And that, paired with a photograph of the woman with her grandkids ? is front page material.

Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.

For more information and to sign up for free monthly media relations and media training e-tips, visit http://www.PhillipsMediaRelations.com

---

Add Some Firepower to your PR

Sure, as tactics usually presented to business, non-profit and association... Read More

Whats Important About PR?

Quite a bit, actually. Public relations helps business, non- profit... Read More

How to Write a Press Release

Why You Should Write Press Releases: A press release is... Read More

Managers Who Leave PR to Others

You're a business, non-profit or association manager who needs to... Read More

Do You Really Need PR?

The right kind of PR, that is, the kind that... Read More

PRs Big Bang Theory

Lots of theories out there about public relations.Everything from "publicity's... Read More

10 Secrets to Free Publicity

Public relations is popular because it is very cost-effective and... Read More

The PR And Marketing Expert Has A Smattering Of Knowledge Regarding Nearly Everything And Is Certain

PR, that is public-relations, leads the way to effective advertising;... Read More

Talk Back Radio - Tips To Be A Star On-Air!

Talkback radio offers a fantastic opportunity to access thousands of... Read More

Media Relations: Making Your Story More Newsworthy

During my career as the head of media relations for... Read More

PR: Focus on What Matters!

Sure, as a manager, you have a talented member of... Read More

The Increasing Power Of Publicity - And How It Can Benefit Your Business

The call came into my office and the voice on... Read More

Pot Roast and Public Relations (or, How Your Web Site Can Be Your Best P.R. Tool)

Recently I had a craving for... Read More

Dont Be Incredible

Public relations is all about credibility and trustworthiness. If you... Read More

Business Gifts for Your Clients and Employees

Tis' the season for business and corporate gift-giving! If you... Read More

Some Cool P.R. Tips for These Dog Days of Summer

Yup -- it's hot and sticky and you don't feel... Read More

Dont Need No Stinking PR?

Almost assuredly you do, especially when your most important external... Read More

Culture As A Barrier To Communication

Each of us is exposed to people from other cultures... Read More

Auto Detailing Public Relations; United Way Withholding

As a mobile detailing company it is important to have... Read More

How to Create Quality PR Results

For many of us, the word quality is closely related... Read More

What not to wear when doing a TV Interview

? Don't wear all black. You'll look as though you're... Read More

Why Public Relations Doesnt Just Happen

Public relations is a very important part of the marketing... Read More

Write Press Releases That Dazzle

When a reporter is wowed, intrigued, surprised or captivated by... Read More

Media Training: Exposing Reporter Tricks -- Three Tactics Designed to Get You

A reporter's job is to get the most accurate and... Read More

A Winning Game Plan

You want to sell your products or services, and that... Read More

Got Publicity? How to Become a Household Name

Are you working as hard as you can in your... Read More

Seven Tips To Get Your Press Release Noticed

If you're seeking to promote yourself or your new business... Read More

Possibilities Of The Blogosphere For The PR Industry In Spanish-Speaking Countries

Only two media in Spanish speaking countries offer RSS: the... Read More

Marketing-Minded Financial Planners, Its Not Who You Know But What You Know

Almost every day, I hear the same question, over and... Read More

Promote Your Products With A Press Release

Writing an effective press release is a way to draw... Read More

Publicity for Financial Planners--Eight Tips For Success

Individual financial planners can outscore bigger competitors and gain market... Read More

Press Kit Elements That Work

Considering how fundamental they are to the publicist's trade,it's always... Read More

Knowing the Community

You are in business for yourself, but how well do... Read More