The Power of Sharing Your Story in a PR Campaign: Finding a Common Connection

In the vast realm of the internet, you’ll find numerous articles and advice on the importance and the power of sharing your story. Today, I want to dive deeper into the concept of sharing your story—specifically in the context of a PR campaign. It’s a topic that often leads people astray, as they believe it means sharing everything they want to talk about. However, the key lies in understanding what aspects of your story would truly captivate the media.

Let’s explore this common misstep and discover how finding a common connection can elevate your PR efforts.

Imagine yourself at a lively cocktail party, engaging in conversations with new acquaintances. One person expresses their interest in travel, and you’re eager to make a connection. Rather than bombarding them with unrelated information, you focus on what piques their interest. The same approach applies when interacting with the media.

Allow me to illustrate this concept with an inspiring example. We had the privilege of working with Chris Zappia, the Executive Director of SOS Children’s Villages (at that time), the world’s largest non-profit organization dedicated to finding permanent homes for abandoned and orphaned children. During a phone call with Michelle, my business partner, the conversation revolved around the editor of the travel section at the prestigious New York Times. Michelle pondered, “What can I share with this travel-focused editor about Chris that would genuinely captivate her?”

Then, in a stroke of brilliance, it hit Michelle. She remembered that Chris had spent his childhood in a motel near Disneyland. Sharing his unique and personal experience with the editor created an instant human connection. Here was a man who had grown up in a motel, and now his life’s work involved providing loving homes for abandoned children. The editor was fascinated by this story, recognizing the power of a personal journey intertwined with a noble cause. Consequently, Chris was granted a full-page feature in the travel section, which showcased his remarkable story to a wide audience.

This story highlights an important aspect of sharing your narrative—it’s crucial to consider the perspective of the media you’re pitching. It’s not merely about sharing what you want to share; it’s about finding that common connection. When approaching the media, take a moment to step into their shoes. Ask yourself, “What aspects of my story would genuinely interest them? How can I forge a connection that resonates with their beat and their audience?”

Sharing your story effectively relies on finding common ground between your narrative and the interests of the media professionals you engage with. By uncovering shared points of intrigue, you establish a genuine connection, enabling your story to stand out amidst the constant stream of information bombarding journalists and editors. When you find that common ground, you tap into the power of a human connection, sparking curiosity and opening doors to potential media opportunities.

The power of sharing your story in a PR campaign goes beyond simply sharing what you want to say. It involves carefully selecting the aspects that will resonate with the media, finding that common connection that sparks interest and humanizes your narrative. Remember, it’s not about you; it’s about understanding the person you’re sharing with and tailoring your story to their interests—that’s the power of sharing your story.

By doing so, you unlock the potential to make a significant impact through media exposure as you embark on your journey to make a positive difference in the world.