Why case studies are so important for your PR strategy

As a general rule, the media is more inclined to cover a story if a human interest angle is involved.

This usually comes by way of a case study – someone who has or might benefit from your client’s work who can convey their personal story to the media.

Their real-life impact is key in making a story stand out. Readers, audiences or listeners connect with people’s personal stories more than just stats or sales talk.

I recently had a television reporter tell me at a health-related press conference we were holding, that unless they had a case study for the condition, they wouldn’t run the story.

Just as well we had one! 😉

But case studies aren’t just for tv, they also offer good photo opportunity for newspapers, magazines or online. Many newspapers tend to give the front page to the story with the best picture.

For a client, the place to start is to think about who can demonstrate your work or is a success story. And is willing to talk to a journalist about it.

Then talk to them about the fact that you’re doing publicity for your business through a PR firm and it’s a great opportunity for them to help other people by sharing how you’ve helped them.

Because these individuals aren’t directly affiliated with your business or company (they’re not the founder, an employee or CEO), they can advocate for a client in a more honest and authentic way.

When leveraged effectively, a great case study can unlock top tier coverage that showcases the real-world impact you’re having and bring the story to life.

A case study that stands out in my mind was for our client Osteopore – who make bioresorbable implants to help patient’s bones heal naturally.

Brodie Ellis suffered life-threatening head injuries in an overseas motorcycle accident, but one of our client’s implants aided in his remarkable recovery.

Brodie could personally share his tale of survival with the media and demonstrate how the implant had changed his life. This story received national media coverage though tv, radio, print and online.

Brodie’s story actually ended up being the focus of many news pieces and he became the voice of Osteopore, but others form part of a wider piece featuring the client and other individuals.