Tip 1: Make a list of goals you want to achieve before starting the process. You don’t want to limit your idea and thought process, but you do want to define the goals to be achieved. When it comes to PR brainstorming, your goal is to generate a list of the most important story ideas, including new business concepts, unique value you offer, important insights you can provide, and anecdotal stories. Also spend some time focusing on how and why you can be presented as an expert regarding your company, your business, and your field in general.
Tip 2: This is a group process. Don’t just brainstorm on your own, arrange a brainstorming session with your PR consultant or, if you’re doing it internally, meet with members of your staff who understand your business. If you’re a one-man or one-woman show, round up a few friends or associates who understand your business. You want people with whom you can exchange ideas. You want feedback, more energy you want. Make it fun; make it a game, but one with a purpose.
Tip 3: Let everyone involved speak freely. Set an agenda but let the information flow. Start with a list of the obvious stories, then delve into more unique stories; Also review different ways to present stories. You don’t want to spend most of your time on concepts or stories that are too left (or right) of center, but let it get a little crazy. Think outside the box. Be creative. Remember that you don’t have to use all of these stories or ideas, but the deeper you dig, the better your chances of finding a great story, so let the ideas fly. Allow yourself to brainstorm for stories you’ll probably never use. You never know, that could lead you to some PR golden nuggets.
Tip 4: Once you’ve created a list of possible ideas, start thinking like the media. Let’s say you’re an editor or producer; which of the stories you came up with would be the most engaging. How and why will those ideas work? Now dig even deeper, what ideas will specifically work as TV presentations? Remember that television is a visual medium; you want to present stories that offer more than just a talking head. When presenting television, think in terms of the strongest visual stories you can present.
Tip 5: Finally, start segmenting the media. Different media have different needs. You should keep that in mind when pitching and presenting your story ideas. This is where most stories meet their fate. It shouldn’t just come up with great story ideas, it should come up with stories that a particular journalist writing for a very specific target market will understand. For example, you might come up with a great pitch idea that could pitch to a women’s magazine, a men’s magazine, and general interest magazines, but how you pitch your story to each particular outlet will decide whether the outlets Will they cover it or not? . Take some time to brainstorm and practice building those media bridges. It will be time well spent.
Copyright © Antonio Mora 2011