News value – the international language
By Linda Forrest
Yesterday, guest blogger Ken Rosen talked about the importance of using the same language as your customers. He referred to not only communication disconnects caused by language barriers, but also how, in order to be successful at customer engagement, you must speak the same language and define both features and benefits in terms that resonate.
How does this approach translate to PR efforts?
We had the good fortune this week again of having the story of a user of the advanced prosthetic technology of our longtime client Touch Bionics go global. The story had all the makings of a great piece – a precocious young man writes a cheeky request to an idol, who in turn pays for his branded bionic hand. This one had story angles to spare: human interest, business, technology, health, science, charity…
