THE 5 Ps THAT MAKE THE STORY

How do we get publicity? That is the question.

Or at least, that's the most frequently asked question of PR professionals from those for whom they work. Part of the answer, for better or worse, depends on what you're pitching, whom you work for, and whom you know.

• If you've come up with a cure for cancer, they'll run it.
• If you've got a new product and you work for IBM, they'll run it.
• If you're best friends with the editor, they'll run it.

But how do you merit publicity if, like most of us, you don't have benefit of these quick starters?

It comes down to the story you're selling. What's new about it, and besides, who cares?

These are the two key questions that must be confronted for a story to see the light of print. Stated another way, the PR architect must consider the "five P's" in pitching the story.

Point

This refers to the ultimate audience - the readers, listeners or viewers you're trying to reach.

Your story pitch must have a point, meaning, and significance to this broad body of communications recipients. Every story - be it about a product, issue, organization or person - must answer an editor's most fundamental questions.

• Why is this relevant to my readers?
• Why should they want to read it?
• Is this something they can learn elsewhere, or is the story unique?
• Will they think this topic sufficiently important to cause them to read on?
• How will they profit from this story, once they've invested the time to read it?

For example, there's little point to the following lead:

"Widzik Technologies, the global leader in mobile data, today announced the fourth innovation in its PDT 200 series of wireless computing solutions, to begin marketing later this month."

Much better would be for Widzik to reveal the following:

"Widzik Technologies today announced an innovation in its wireless computing system that will enable corporate clients to receive critical real-time customer information, such as inventory updates and credit checks."

The latter, rather than just tooting Widzik's horn, underscores the relevance of the story to readers. It has a "point."

Purpose

This refers to your organization - what its trying to achieve, its objectives.

Every story must have a thesis, a heart, a main point. This is the theme that must be continued throughout the piece, supported by subordinate points in the body of the copy. Readers are lazy, and listeners and viewers are even lazier. So it's important to stick with one overriding purpose throughout the text.

For example, the purpose in the following is muddled, unclear:

"Widzik Technologies today announced that its Spectroid 55 High Rate wireless network would participate, along with among others Eastman Kodak Company's high speed processors and Nokia Company's rapid read cellular technology, as part of a collaborative effort at the 2003 Sundance Film Festival to assist communications delivery to producers, directors and other film executives, as well as members of the press."

The benefit to Widzik is vague. Much better would be the following:

"Widzik Technologies today announced that its Spectroid 55 High Rate wireless network was selected by the Sundance 2003 Film Festival to deliver on-site, real time information to visiting executives and the media."

This statement serves as a "departure point" for Widzik to go on to enumerate the benefits and advantages of its technology, as rationale for its selection. It has a clear "purpose."

Perspective

Every piece of prospective publicity must be put in perspective to the press and public.

The reader should always be given some sense of where this story fits into the overall scheme of things. Never assume that reporters -- no matter how experienced they are or who they work for -- know a great deal about industry specifics. The Wall Street Journal insurance reporter may have just rotated from the retail beat and not know an annuity from an actuary. Some backgrounding, therefore, is obligatory.

Answer the following questions:

• What happened in the past to make this story significant?
• What links or connections are there between this and other happenings in the field?
• What are the likely consequences of this that you are reporting?

Something like this, for example:

"Widzik's Sunkist technology was developed over a period of 17 years, nurtured in the company's Pembroke, Illinois "incubation unit" for a decade. It was demonstrated during the Salt Lake City Winter Olympics to inform reporters in real-time of the consequences of all time trials. A process that otherwise would have taken 10 minutes or more to transmit to a terminal was downloaded in less than three minutes on average."

Such perspective is what a reporter needs to feel comfortable in reporting on the story.

Proof

Your word that this product or service is the "greatest thing since Oprah Winfrey" isn't enough to make the sale. Face it. You work for the company. You get paid by the company.Your livelihood depends on the company. You're biased.

So…. your claims of "excellence, quality and performance" are just so much hot air. Reporters require more empirical, indifferent and objective evidence to believe what you tell them.

That means "proof" - data, detail, description and information that overwhelmingly underscores that what you say is true. Facts. Statistics. Figures. Contrasts. Comparisons. These are the stuff of which product and service claims are proven.

For example, the following claim is hollow and meaningless.

"The combined Widzik software and wireless solution provided users a rich media experience with full video, audio, text, animation and graphic images."

Much more persuasive is noting the following:

"The combined Widzik software and wireless solution provides for the first time full wide-screen, digitized video complete with animation capability, clear channel audio, as well as simultaneous text transmission, conveyed at a rate 12 times faster than the nearest competitive system."

That's "proof."

People

Finally, people love to read about people. That's why People magazine is so popular, not to mention Vanity Fair, Rolling Stone, the National Enquirer or Entertainment Weekly.

Every pitch, therefore, ought to have a name attached to it. If not as a developer or designer or product manager, then at least as a knowledgeable executive commenting on the value of the subject of the story.

For example:

"The Widzik system is the result of 17 years of research and planning. This is what the industry has been seeking - a truly new dimension in wireless video technology," said Gus Gloat, Widzik's director of quality concern.

People help bring not only human interest to the story, but also liveliness, enthusiasm and vitality. Most of all, their inclusion helps get the piece placed. And that, after all, is the real objective.

For more information about the tips provided in this article or to get your share of publicity and media coverage, please visit www.microscom.com or contact Michael Rosenfeld by telephone at 310 301-9500 or email: miker@microscom.com.

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