Mike Spinney of The Horn Group has the perfect solution for PR people who are stuck with drab, uninspired ideas that turn into lifeless pitches.
Think like a freelance writer, his blog post says.
“Forget about the bland brochure-speak that the client regurgitates and think about the story as if your next paycheck depends upon selling your angle to the editor. (In many respects, it does.)”
He suggests you ask:
–What’s interesting about the situation your client is in?
— Are there compelling personalities involved?
–Where’s the conflict, the controversy?
–Is there an element to the story that is truly different and that is new or proven or otherwise stands out?
–Who are the credible and corroborating sources you can provide from your personal Rolodex?
Read his entire post, which challenges PR people to get tough not only with themselves, but with their clients.