SSU Planner’s Recipe for Planning! Episode 2: “The Key to Creating PR Stories: ‘Going with the Flow’ and ‘Going Against the Grain'”

Hello. I’m Y, a planner at SUNNY SIDE UP. In this second episode of the Planner’s Recipe for Planning, I will discuss “Key Points for Creating PR Stories.”
(Please see Episode 1, “80% of Planning is Determined by ‘Organization,'” here.)

A “PR story” is a narrative designed to make a product, service, or project appear more appealing.
The target audience for this appeal includes media outlets that cover it as news or articles, as well as consumers who spread positive word-of-mouth.
(In the first place, media outlets that are expected to maintain public interest and neutrality will not cover products or projects without a PR story, and if there is no media coverage, consumers will have no opportunity to learn about them.)

■ “PR Story = Social Phenomenon + Product/Project”
The most important aspect to keep in mind when creating a PR story is “social relevance.” Simply put, this means making the product or project appear highly connected to a social phenomenon (trend/sentiment/movement, etc.). It is ideal if you can present it in such a way that the product or project exists as a result of that social phenomenon.

■ “Going with the Flow” and “Going Against the Grain”
The key to establishing a connection between a social phenomenon and a product/project lies in “going with the flow” and “going against the grain.” “Going with the flow” means positioning the subject (product or project) as an evolved version in line with the social phenomenon. “Going against the grain” means presenting the subject (product or project) as something that contradicts the social phenomenon.

For example, if we use the social phenomenon of “health consciousness” and place it at the beginning of a PR story…

In the case of “going with the flow”…
(As health consciousness spreads among people of all ages), “A marathon event exclusively for people aged 80 and above was held.”

In the case of “going against the grain”…
(As the health boom draws attention to healthy foods), “An all-you-can-eat junk food event was held.”

Both become events with high social value.

The key is to find either “a social phenomenon that seems to match” or “a social phenomenon that contradicts” the product or project. By using that social phenomenon as a premise and fitting the product or project into it, you can create a story with high social value and develop a project that attracts the interest of many targets (media/consumers).

Keep your antenna tuned to social phenomena, check the daily news, and enhance your “storytelling ability.”

In the next episode, I will discuss “Key Points for Creating Effective Proposals.”