Sometimes, clients call their PR teams and say, “Here’s the story. Get it in the papers.” That’s wrong on many levels, but let’s focus on one.
It’s your job as a PR pro to drill down and find the right message. You know what reporters want, and you’re trained to listen for that hook.
Ask questions and dig deeper. Your clients see their work day in and day out, so they need a fresh set of ears to hear the stories their audiences need to hear. Listen for the right story in order to communicate clear messages for your client.