I think to an extent, yeah.
I think the reason I always try and think of the emotional gaps in campaigns is because planning the campaigns from the idea and going through all the processes to the point where you're pushing it out to journalists, you can kind of lose sight of why you had that idea in the first place.
Ultimately, you want to get the link from the journalist and you kind of think as soon as that story's been published, and you've got the link.
The reason that journalists are publishing your PR story is because they know that readers have an appetite for it.
If you think about...
What their readers want.
What people want to be considered.
What people want to be talking about and work backwards.
I think that's a better way to do it, because it's more inclined to sort of get your answer if you know what people want to read about and then you can sort of develop a story that fits to that.
Answered by: Alex Hickson