The fourth in my September PR Master Class Series.

Yesterday I introduced the concept of Results Stories.

Instead of pitching, tell the media about your products’ results stories.

That is:

• How does it improve people’s lives.
• Real users. Real stories.
• How do your customers use this product?
• What do they do with it?
• What value has it brought into their lives?
• How has it changed their lives.

To craft your Results Story, ask people:

• Can you give me specific examples of how use our product / service?
• What are you usually doing when you use our product / service?
• What do you tell people about our product? (If they don’t talk about it, ask them “How would you tell your friends about our device / service?)
• What has our product / service done for you or your family?
• How has it improved your life?

Listen to their words. Capture them. That’s where the magic is.

Then, simply mold their feedback into your communications with the media.

Don’t talk about your products’ features. That’s boring. That’s PR death.

Rather, tell your consumers’ stories to the media. Directly and unabashedly.

Scream your results stories to the media.