Consumers are inundated with advertisements on a daily basis, ranging from TV commercials, to radio ads, to pop-ups on the Internet. However, many advertisements don’t work; if you want to attract more consumers to your business, you need to engage a third-party in telling your unique story.
I got my start in public relations when I was a firefighter. It might seem odd, but it’s true. As firefighters, our service was to put out fires. That was our story, one that we needed to communicate constantly to both the media and the general public. We were called out to Arizona to fight a forest fire, one so fierce it blew ash miles and miles away. The sight of ash falling over cars and homes naturally had citizens terrified and in search of answers. It was here I learned just how important it is to have the right person tell your story. The citizens were frightened for their families and homes, and just wanted to know if they needed to evacuate in order to stay safe. By providing the right information to the media, they were able to convey our message to the citizens and deliver the story they needed to hear.