Your product or service alone does not a news story make. To give a news story some legs, there has to be a focus on people. People who use your product or service. People whose lives changed because of it.

This is what my TV reporter husband tries to achieve with his news stories. He builds his stories around people – not products. It’s not enough for him to take a press release about a product and simply run a story about it. To strike a chord with the viewing audience, a good news story needs to be about people. What’s unique about them? Why should viewers care? If they used the featured product or service – great, but let’s hear their story first.

Your product or service might be fantastic, but a slick news release showcasing features is not enough. Stories people can relate to help increase the chances of your company’s story getting on the air.

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