Practicum Strategy

Want to stand out? Tell your client: Do something different. Do something bold. Do something real.

Early in my career, a client pushed me to pitch a story about nothing. Instinctively, I knew it was a bad idea. Frustrated, I sought advice from a senior colleague. I was surprised by the reply: “Go back to the client. Be honest. Tell them it doesn’t help them to push out mundane garbage. When they want to do something authentic, we can talk. Tell them: ‘Do something real, and the PR value will follow.’”

In my example, the news was important to the client. Stories that get coverage are important to the audience. My colleague Jody Fisher advises clients, “We have to turn ‘Why it matters to you’ (client) into ‘Why it matters to them’ (audiences).”

Most journalists would agree with this. They won’t write a story just because your client wants a media hit. Mundane does not get media coverage. Stories that get coverage demonstrate impact on people’s lives, on businesses, on governments, on the world around us. 

Meaningful actions get media attention because they truly matter. Substance wins over spin every time.

What Does “Something Real” Look Like?

Tangible actions exist in the real world. These actions affect people’s lives in meaningful ways. A company launching an innovative product or service changes how people work or live. A real-world event brings people together, like a pop-up experiences or a charitable initiatives. Financial, regulatory or legal news can drive markets, but only if the news has appropriate context. The context that matters most is “How does it affect me?”

Sometimes, impact isn’t monetary or physical. It can still shift perceptions, policies, or industries. Examples include a mentorship program that uplifts underrepresented voices, a policy change prioritizing employee well-being, and advocacy that challenges norms and sparks conversation.

I can offer a personal example: my 2020 project “New York Sings Along” was a five-week cultural phenomenon in New York City honoring first responders. It generated more than 100 media hits among local, national and international outlets with millions of impressions and digital reach. Why? Because the project was real and touched the heart. It still resonates.

This concept isn’t just for big corporations. Small businesses, nonprofits, and individuals can all take real action. A local bakery can switch to zero-waste packaging. A school district can create a mental health day policy for students. A small business can launch a free mentorship program for young entrepreneurs. Real actions lead to real conversations. Remarkable efforts get noticed, whether on a national stage or in a local community.

PR Stuck in the Shallows

Too often, organizations focus on wordsmithing (the shallows) instead of focusing on the substance of a story. A nicely worded pitch or press release built on nothing of importance is still unimportant and likely ignored by journalists. 

The best pitches and stories are not just well-written or well-promoted. They have tangible and remarkable substance. Authentic impact leads to the best stories. Without substance, PR efforts fail, no matter how polished the pitch.

Many of us have lived this scenario: a well-known company starts a sustainability initiative, hoping from some good coverage. They issue a generic press release, filled with dry, uninterpreted data or vague commitments and corporate jargon. The news is not connected to the impact of the initiative on people’s lives. Nothing is at stake, there’s virtually no risk, but also zero engagement. There’s no story there.

Imagine if the company took real action. They could eliminate single-use plastics in their packaging, and then they can show a mountain of waste plastics removed from the refuse stream. They could launch a community recycling program and share details about local waste reduction quarterly in a scorecard. Get individual consumers to give their opinions. The impact would be tangible, memorable and newsworthy.

The difference? Authentic action over empty words. The real has more value. Is there risk? Sure. There’s also a related benefit: confidence. Confidence is the child of bravery.

Strive for More

Stories that aren’t real simply do not create meaningful outcomes. They are easily forgotten because they never mattered in the first place. 

Ask yourself: what is the brand, business, or organization doing that’s real? Make it tangible. Connect it to people. Make it meaningful. Be brave. Think creatively. Do something real.

#strategy #communications #publicrelations #PR #Newyork