PR Tips & Tricks That Science Teaches Us
How To Ensure Your PR Story Goes Viral; How To Follow The Science. Here’s a Favourite From My PR Tips & Tricks
Getting a story in the media is sometimes time-consuming. But there are shortcuts and here’s a great idea that’s used by the media every day.
The media are desperate for stories and avidly search for them. For example they search science/medical publications and research papers. Articles in these can make the front page of the global nationals in hours.
Here’s an example. Early on April 27th Nature Biotechnology published Mitiouchkina, T., Mishin, A.S., Somermeyer, L.G. et al. Plants with genetically encoded autoluminescence. Nat Biotechnol (2020). https://doi.org/10.1038/s41587-020-0500-9
Later that day the story appeared in nationals worldwide. Here are a handful of examples.
Of course we can shortcut this PR tactic and send our story direct to the media. But that’s harder than the method described above for several reasons. One is that once a story is published in a reputable science journal it’s “true”.
Researchers will always publish their work of course, that’s how science works. But we can learn from the above process and target reputable sources with our stories as they will then often cascade from this single source.
PR: Syndicating Stories
A modification of this is when a story is syndicated. For example several of my past interviews on the BBC were carried by one local station but then repeated by others. This can happen in two ways. Either they run the recorded interview on the second station or they invite the interviewee to be reinterviewed by the second and subsequent stations.
In the 2012 RFID Interactive Marketing in Oxford Street story I was interviewed by BBC Radio Berkshire and BBC Three Counties within a few hours, and then later that day by BBC Five Live. In this case they could have looked for someone else to interview but, human nature being what it is means that if the interview was ok on one station then it’s simpler, quicker and safer to interview the same person again. And getting the resident presenter to do the interview makes it look like it’s an exclusive to that station!
In the past this would have been difficult. Today the interviews are done via phone and distance is no issue. I’ve frequently been interviewed whilst overseas and no one would have known that from the interview.
Going back to the original story there is another point worth considering. It’s now possible to interview anyone anywhere in the world. And that means every scientist that’s written any paper can be interviewed via video link any time.
And if your story isn’t science based, it doesn’t matter. The basic PR Tips & Tricks principles still apply to any story.
And if you want to Build Authority Via PR Read This Post