Having trouble getting media coverage for your latest product or service launch?

In this brief but poignant article from Inc. Magazine, entrepreneur Jeff Hoffman gives businesses a public relations wake-up call: media are not interested in products or services, but in the people who have benefitted from them.

There is a human side to every business, and that is what the media are hungry for. They don’t want specs, they want stories: real stories that ring of emotion and celebrate challenges that people have overcome.

Not every organization may think it has an interesting story to tell. But media-friendly stories are everywhere. Sometimes, all you need to do is a little digging.

For example:

  • Use social media as an opportunity to reach out to satisfied customers and ask them how your product or service helped them achieve a particular goal; or

How do you identify great stories in your business?


A leader in the Canadian public relations industry, Andrea Lekushoff has more than two decades of experience as a communications strategist and trusted advisor for some of the world’s most respected brands. Email Andrea