Carol Driver | Journalist & PR Consultant | PR for Entrepreneurs

Most people have no idea how a national story really begins - and that’s exactly why so many entrepreneurs struggle to get meaningful press.

Here’s what actually happens behind the scenes.
A few weeks ago during a catch up call, one of my brilliant clients mentioned a small detail as part of a wider chat.

After 25 years in journalism - commissioning stories, running news teams and taking the lifestyle desk at MailOnline from 2 million to 15 million hits a day (along with an incredible team) - I knew that almost throwaway info would make a great story.

The next day, there was something similar in the nationals - a great hook to peg my client’s story on.
I pitched to an editor straight away, pulling out the strongest lines, and she replied within seconds to commission it.

Not only did that story run on that national newspaper - but in four in total, as well as lots of regionals.
This is the skill I’ve developed thanks to sitting on the other side of the desk for decades - knowing how to shape a story, exactly what an editor needs, and how to deliver it.

And that’s how I’ve spent the last eight years getting entrepreneurs consistent national coverage - every month without fail.

If you know you’ve got a story but you’re not sure where the real hook is, share it below. I’ll tell you what stands out immediately from a journalist’s perspective - and that’s the same perspective that gets my clients in the national press over and again.