Want publicity? Find what's newsworthy - Dooley Communications

IMG_20150624_074520We do a lot of different things for our clients from writing content and managing social media to preparing road shows and public town halls, but more often our clients come to us seeking positive publicity. That’s not always an easy thing to generate, but we have years of experience working in newsrooms and on the corporate side to know how to make it work.

We recently began working for a funeral planning service in Winnipeg called Integrity Death Care. It didn’t take us long to discover that they had an interesting story to tell. Being flat-fee funeral planners, they offer a service that is very different from everything else in the market. And, given the negative press that the funeral industry has attracted over the years (a quick Google search will turn up more bad news than you’d want to see), we knew there was an opportunity to position IDC positively in the media. It’s a good news consumer story and, should IDC succeed, the company could end up disrupting the industry over time by offering a new way of doing things.

Our PR agency helped IDC by preparing a news release and media pitch which resulted in three great clips:

While we can’t guarantee we can generate positive publicity for our clients like this, we continually demonstrate that we can find a news hook that will give media something meaningful and interesting to write or film.

  1. July 19, 2015

    It is always a challenge to frame stories based on a new perspective or in a new angle. That is the challenge of every writer, whether a journalist or public relations professional. This fresh look over old stories can certainly refresh our vision of everything surrounding us, whether businesses, people, culture. Definitely, everyone and everything. However, to be able to look things from a different perspective, we need to release ourselves from the press-release we are used to write in an automatic way. It is also good to have a mental distance from the story too, so we can reflect about it, reducing the influence of self-bias. Whatever you write about whoever you want, the most important thing in my personal opinion as a former journalist and an always-storyteller, is to believe in the truth behind each vowel and each consonant you are typing in. In this way, you’ll never corrupt yourself nor weaken your truths. Is really important to be aware that your verbs are pillars of your writing, not because they bring controversy, but demonstrate your concern for brooding cyclical stories, tracing new perspectives on worn lines of thought.

    • July 20, 2015

      Thanks for the comment. I agree. We need to always challenge ourselves to find fresh perspectives. In order for anything to be news, it must first be interesting.

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