More on the Right Story

In my last article I covered the factors involved in choosing the right case study. First, we compared different types of stories and their impact. Next, we talked about consistency—if your product becomes a part of their manufacturing process or if it’s only used occasionally. Today we’ll talk about timing, trends and location.

Timing

A great story stands its best chance at publication in a leading magazine or e-zine if it fits into a magazine’s editorial calendar. That’s a list of topics to be covered in each issue. If your story matches a topic, it’s more likely to be publicized. A good PR professional will align your story with a magazine’s editorial calendar and pitch the story based on the calendar, among other things.

Trends

Maybe there’s a hot topic in manufacturing these days. If you have a case study that deals with that topic, by all means, proceed! Editors crave material related to a current trend—or a potential new one.

Location

Location can also be a factor. Does your story take place in a city that’s a hotbed for manufacturing? Or, is your story about a small manufacturer in a town that depends on this business for their economic well-being. That can add news value to your story. Finally, maybe your story is located in an exotic location. That, too, can add story appeal.

There you have it, just a few of the criteria for a great story—not just a good one. In future case study blogs I’ll discuss getting permission to do the story, writing the story and publicizing it. All are critical factors in a successful case study that serves as a key marketing tool for your business. I hope you’ll join me.

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning case studies. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)