What's your story? Let's turn the lens inward and focus on you. As I go through the following slides, feel free to write down any thoughts that bubble up. Let's start with a foundation slide. answering these core questions will help you define your company's overall story and help you crystallize. Why are the experts source reporters need to speak with first question, Who are you?

Second, why do you do what you do? If you haven't already, I'd encourage you to watch Simon Sinek start with why TED Talk. He suggests companies that have a strong purpose and passion can inspire people and create a movement. How do you do what you do better than anyone else? What do you do? What is your purpose?

And what do you believe? timing why today? Why is your company product or service particular relevant today. When are you launching either new products or services or officially opening up your doors? Can you tie into an existing trend or event? This last question is an important one.

I'm taping this just after Labor Day. That means it's back to school season. Halloween is next than Thanksgiving than Hanukkah Kwanzaa and Christmas, then New Year's, and on and on. Our calendar year has built in markers that we can take advantage of. Also, there are wacky holidays like national donut Day, National taco Day, National craft brewers Appreciation Day. Look at those days as opportunities to insert your company product or service into the discussion.

Significance. How many people does your product or service affect or have the power to affect? Can you quantify it? time saved money saved, efficiency improved. Also what's your size of Mark? Get prominence Can you attach a celebrity to your product or service or get your product into a celebrity's hands.

Once upon a time I worked for a PR firm that represented ready whip. Kelly Ripa announced on air that she was a huge fan of the product. So we sent her a case. And she mentioned the product on air. The last question, Are you the next expert? And why?

Proximity? Where's your company? Where do you operate? Where do you source your materials? Do you give back to an underserved market? conflict?

Are you taking on an established company? What are they getting wrong that you're getting? Right? How have you developed a better mousetrap? Why do consumers need this new version of a potentially existing product? How are you changing the industry?

Finally, human interest? Can you add a human element to your product or service? What is the product Your services personality. How does it make people's lives better? How does it make people feel? Can you quantify it?

And can you somehow incorporate puppies babies ice cream, the world's largest x, or organize a Guinness World Record effort? Here's another way to frame your story. who, what, when, where, why, and how? Who are you? Who is your buyer? What makes you an expert, or unique?

What keeps your customers up at night? When does your product company or service launch? When can customers buy it? Is it easy to find? Or is it exclusive? Why today?

Why is it relevant? Why should consumers care? And how? How does your product or service improve people's lives?