Why a “Sticky” Story is Good for Press

Blog - Sticky Story

We are definitely living in a new golden age of entertainment.


Today, there are more projects being created for audiences than ever before. And, there’s almost as many ways to watch them, including in theaters, on TV, On-Demand, online and even on your phone. Some are big blockbusters and network mega-hits, while others are small indie shorts and web projects.


With all of these options…what is it that attracts an audience to watch? No matter who you ask, from industry insider’s to the average ‘Joe public’ – they all say it starts with: a good story.


I think the same holds true when it comes to securing press coverage. What makes a Reporter want to write about a specific subject? It all starts with: a good story idea.


Of course, “good” can mean many things. But for this purpose, I’d like to suggest you consider it to mean attention grabbing — or what I like to call “sticky”.


Whenever I start working with a client, I’m totally focused on gathering all the details about you and your project. I’m immediately looking for what sticks-out to me as interesting, original, distinct, uncommon, weird, rare, offbeat or simply different. I’m like a detective, uncovering clues as to what specifically led you or your project to this point right now.


Why am I doing this? No…I’m not a stalker! This information is important because these details can all lead to crafting a pitch angle that I use when reaching out to Reporters. And, I usually create more than one because what “sticks” or piques the interest of one Reporter, might not be the same for another.


So, how do you develop a “sticky” story idea?


A smart place to start is to evaluate all of the unique aspects of your current role or project.  Here’s some sample questions to get you started:


– Is the story revealing a little known idea?

– Are you the first to do something of note?

– Does this project set a milestone of some sort?

– How does your personal journey factor into the project?

– Is the subject matter controversial or raising social awareness?

– Do you have a connection to the storyline?

– Was a piece of new technology used to create it?


The goal is to uncover the stories behind your story. Then, determine which ones might appeal to Reporters the best. The more specific you can get about discovering what is unique, the more “sticky” story ideas you’ll be able to create.


And, one piece of advice — considering the number of projects being created these days, you shouldn’t rely on the “premiere” of your latest work to be the only sticky element of your story idea. Instead, dig a little deeper and find your ooey-gooey good story.





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