The importance of a good story

Today I’m going to talk a little bit about public relations. Here at BHM, our links to beauty and health journalists and mainstream publictions have been years in the making. If you are looking to get your name out there, then we know exactly what to do and who to talk to.

The first thing you need is a good story. Good PR is an investment and costs money, and we will never take on a new client if we don’t truly believe there’s a story we can sell. If you are opening a new clinic or practice, then this is something you need to advertise, so get the facts out there and buy an advert – don’t invest in PR. You need to have a story with a unique selling point that will be of interest to the general public.

A patient who’s life has changed for the better thanks to you is classic PR gold. I remember meeting a man who had needed serious reconstructive surgery on his face after being brutally attacked and mugged at an ATM one evening. After the surgery, he was told he would have to have on-going non-surgical treatments for the scarring. He came across a serum from Japan which kept him from needing this on-going treatment. He looked so much younger and his skin was in better condition than it had been before the tragic incident. That would have made a great story; it would engage the public and provoke a reaction.

And that’s what PR is all about. Provoking a reaction. Good, (but often bad), reactions from the public is what gets the publicity. Sometimes, when appreciating PR stories that have a serious impact, we do have to set aside what we feel is morally right. It’s a bit odd, but it links to the well-known saying “Any Publicity is Good Publicity”.

Take for instance an article we blogged about not so long ago – “The Plastic Surgeon Dad who gave Boob Jobs to both his Daughters”. It sparked outrage and understandable criticism, but although I would not personally endorse the story, I can’t deny that it was very clever PR and will have generated loads of publicity for the surgeon.

If you think you have a story that you want to get out there, or you just want some more information then give us a call and we can advise on ways that PR could work for you.