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<strong>The</strong> Spark | Ignite / Connect / Achieve<br />
www . the sparkng.co m<br />
BULLSEYE<br />
A Story Worth<br />
Telling<br />
Known or unknown - which do you<br />
prefer? But...is your story worth telling?<br />
By Jessica Hope<br />
“PR is a useful tool to get<br />
your name out there and<br />
to engage with a variety<br />
of audiences, but before<br />
you start down this route,<br />
ensure your business is in a<br />
robust state.”<br />
You exist. So what?<br />
W<br />
hat is Public relations? A<br />
question I’m asked frequently.<br />
In short - PR is the means<br />
in which you tell your “story” and build<br />
an emotional connection between your<br />
product or platform, and the end user;<br />
via the media.<br />
More formally, and according to the<br />
Chartered Institute of Public Relations<br />
(CIPR) in the UK, “Public Relations is<br />
about reputation - the result of what you<br />
do, what you say and what others say<br />
about you….<br />
It is the discipline which looks after reputation,<br />
with the aim of earning understanding<br />
and support and influencing<br />
opinion and behaviour. It is the planned<br />
maintain goodwill and mutual understanding<br />
between an organisation and<br />
its public”.<br />
But why is it necessary to build a reputation?<br />
As you’re starting out, in the<br />
earliest days of a company - you need<br />
to ensure you develop a strong narrative<br />
and secure strategic press coverage in<br />
order to get your name out there; strategically.<br />
For example, you may need to<br />
hire top talent.<br />
You can use PR and storytelling to make<br />
your company, and your executive team,<br />
an attractive proposition for potential<br />
new hires. You need to broker a deal with<br />
22 @the<br />
sp<br />
ark<br />
ng