How to get great pressAn important (and sometimes uncomfortable) fact about PR is that the media doesn’t care about you. Don’ t take it personally—they don’t know you or anything about what you’ re doing, so they have no reason to be interested. At least until you give them one. Or preferably several.

What they do care about is getting their job done. If you give something to the media that helps them attract more of their target audience, then you will be a regular go-to source for them. And that’s the goal after all: to become a source that the media can’t get enough of.

One thing that writers learn early on in their education and career is that readers want to know about people. Sure facts and statistics are important, but what really sells are “ human interest” elements—you know, the things that readers and viewers can latch on to with an emotional connection. And emotions sell products and services. That’ s a PR marketing given.

For instance, the son of an Australian winemaker had a rare heart problem that required special and expensive treatment. So what did he do? The boy found a niche market—wine—and decided to donate all the profits to a charity set up to support the treatment of the heart disorder. After recovering from the life-threatening challenges, Colby now promotes a red wine blend bearing his name—Colby Red. The boy asked his famous winemaking father if they could make a wine to help raise money for heart disease charities. Naturally his father agreed.

The story of 13-year-old Colby touches the heart in a way unlike corporate charitable efforts. His product hit the shelves and took off. Not necessarily because it’ s red wine; there are scores of those to choose from. Purchasers buy the wine because they are moved by Colby’s story. It’s as “ real” as it gets. The media took it up because they knew their target audience would find the story compelling. They aren’t out to sell wine, that’ s not their job.

People are also drawn by the fact that Colby wants to make a difference with his project. That’s another important hook—to engage potential customers in helping to make a difference. Let’s face it: we all want to make a difference and when you identify and broadcast how you and your product will make a difference to the world or your local community, you’ ll have the media on your side.

So, spend some time writing in your journal about how you can make a difference. The payoff will be substantial and your PR marketing campaign will take off and soar. Remember, if an 11- year-old boy can do it, so can you.