If I had a penny for each time I’m requested to get CEO or firm profile protection, I might have many pennies. Working at a B2B PR agency means it’s an enormous a part of the job. The reply is sure, after all we will get that for you – however provided that there’s a narrative to inform. And an fascinating one at that.
Matt Boothman, storytelling marketing consultant in our Language team right here at Definition, not too long ago taught us all about creator Kurt Vonnegut’s “shapes of tales”. Vonnegut’s analytical tackle storytelling entails two axes: the Y-axis represents good and dangerous fortune; the X-axis represents the start and finish of a narrative:
Vonnegut analysed well-known tales in opposition to this graph and located there have been core storytelling frameworks:
Rags to riches
A basic story stuffed with rigidity, in the end resulting in a contented ending. Just like the New Testomony or Cinderella.
Man in a gap
A ‘will get in hassle, then will get out once more, higher for the expertise’ kinda story. Like Taken, Arsenic and Previous Lace.
Boy meets lady
Romcom followers ought to recognise this one – it’s the place the principle character finds one thing fantastic, will get it (hooray), loses it (boo), and regains it without end (hooray). Like Jane Eyre or Everlasting Sunshine of the Spotless Thoughts.
And what they’ve in frequent is…
All of Vonnegut’s shapes have a downbeat. When there’s no dangerous information, there’s no story.
The character or the scenario wants to vary so as to make it a narrative – in any other case, you’re simply describing a situation.
Journalists won’t be writing a novel, however they’re nonetheless on the lookout for tales. As Matthew Boyle, senior reporter for Bloomberg Work Shift, says “Tales have battle, characters and context…. Would you learn a novel the place the protagonist simply breezes by way of her life? So why would anybody learn a enterprise story that does the identical?”
Press need the entire story – the great, the dangerous and the ugly. It merely isn’t sufficient to have grown an organization, as a result of that’s what CEOs or founders are supposed to do.
So if you would like enterprise profile protection, be slightly weak
The temptation to only inform a narrative of success and development is powerful – however in the end, it’s not often a narrative in and of itself. The story lies within the hardships alongside the best way, and the way you overcame them.
N.B. COVID doesn’t depend – it was an issue for everybody.
Once we communicate to enterprise leaders who need one of these protection, we spend a good period of time deep diving into their business. We ask pointed questions (with slightly assist from our digital twins) that can get us opinions that put their head above the parapet. So, to tease out these ache factors, we would ask:
- What downside are you/your organization fixing? (To cite Alex Goldstein, a artistic director right here at Definition, issues are sometimes additionally causes. So maybe reframe this as “What was causing beginning the corporate?”)
- Assume again to your childhood. Did you could have any uncommon experiences?
- What was a turning level in your profession?
- What’s the largest downside you could have needed to take care of at work?
- What administration points are most troublesome to resolve?
- Who’s the hero in your organization’s story?
- What journey did they go on?
- How did they alter alongside the best way?
- Have there been any legislative or political occasions which have affected your enterprise’ development?
- What moments in your profession have you ever spoken about outdoors of labor, with family and friends? These are usually extra common experiences which can be price sharing with reporters.
Our purpose is to get the form of story out of you that particular CEO and enterprise profile slots cry out for.
Probably the most coveted profile slots focus closely on problem-solving and management classes.
Listed below are some examples.
The FT – The CEO
That is coated completely by the FT’s enterprise writers. It tends to deal with an issue {that a} chief’s solved.
The Times – Six from the best
Jane Hamilton’s weekly characteristic focuses on classes from and for enterprise leaders. Although fairly new, it will get crammed up far prematurely. So, a profitable pitch will usually embrace a novel enterprise development thought or a private lesson.
The Times Enterprise Network – What I learnt
This slot is generally reserved for entrepreneurs, however may work for CEOs. Because the title suggests, journalist Richard Tyler wants to have the ability to pull out a lesson within the title – normally explaining how a frontrunner solved an issue.
Business Leader – My Business Leader Secrets
Written by Dougal Shaw, who used to move up the CEO Secrets and techniques slot on the BBC, the slot options leaders who’ve a narrative to inform – one thing pretty common for different entrepreneurs and mid-size enterprise leaders to be taught from. He additionally has an enormous following on LinkedIn, too.
Management Today
The Management Today team is all for talking to CEOs who’re prepared to speak about points they’ve overcome and classes for others. Your article wants to incorporate a lesson readers can take away.
Being lively on social media is a serious assist too
It exhibits that you just’re an actual individual with opinions price sharing. We additionally know that journalists look on social media for fascinating consultants to speak to. In case your private model might do with some sprucing, our Brand You programme combines every little thing we find out about government profiling with social media help.
Prepared to inform yours and your organization’s story? Get in touch.
Written by Katie Chodosh, Head of Media Relations at Definition, on 08/07/2025.
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