A new strategy. A subbrand. A product. A new city district. When something needs to be launched or explained, planned positive editorial coverage in the media and activation of social media help to position things with impact, quality, and relevance.
The rules within PR are significantly different from launches via traditional advertising and marketing. Stories must meet a set of criteria and news values if one hopes to gain editorial coverage and solid exposure on social media.
The tactic is therefore not to copy the form, tools, and rhetoric of the marketing and advertising universe and use them in a PR context. The tactic is to translate the content of the product and brand into relevant stories, angles, and content that meet the premises of editorial and social media.
We help find strategically and tactically relevant stories. We translate and adapt knowledge into usable press angles. We write the angles in formats that fit the purpose.
We choose the right media platforms, and we publish in national business media, local press, regional newspapers, trade media, social media, intranet, blog, lifestyle magazine, annual report, and often in a combination of multiple media.
A storybook is the pulse and backbone of content work, which, through continuous updating, ensures progress and systematics in the work of finding, developing, and communicating the client’s good stories. The content of a storybook is always tailored to the client’s specific communication goals, but the typical elements are (1) key messages, (2) communication strategy in all relevant channels, (3) annual cycle with ‘current hooks,’ and (4) a catalog of stories that are continually updated. The storybook has an operational character and is created in a format that makes it directly usable in the client’s daily communication work.
Specifically, the storybook collects ‘core stories,’ which are organized into genres and communicated in multiple channels, so they achieve impact in as many arenas as possible. The stories are found and developed through editorial workshops and subsequent editorial meetings, where we participate together with the client.