Keeping It Real

13/01/2014

In any PR or marketing , the challenge is always to answer the “so what?” question – to explain why people should pay attention to what you have to say. That is where real examples come in.

No matter how compelling your story may seem, it is always strengthened by the inclusion of hard facts or an appropriate case study, to make it more obviously relevant to those you want to reach.

Take the press release Arch Communications recently produced for one of our clients, the charity Notts Housing Advice. An annual report may not sound particularly interesting, but we were able to collate the information in it to highlight the fact that in a single year NHA averted homelessness for families with more than 1,000 children.

So far, so good. But what really made the difference was the willingness of one of the charity’s clients to talk to the media about his predicament. Stewart Taylor’s story of illness and severe debt was so powerful that his case was featured on regional radio and BBC East Midlands Today.

Without Stewart, such precious coverage of the work of NHA would not have been possible. His involvement brought the issue of housing debt to life. You can read more about his story here.

So whatever you are trying to say, remember to take every opportunity to show in human terms why it matters. In other words, keep it real.