28 Jan 2026 · 1 min
Fiona Goldsworthy walks through how to build PR strategy backwards: start with your business goals, then craft stories that connect to what's happening in the wider world. The payoff is earned media coverage that actually reaches the right people in the right format.
As we've seen recently, tech has really taken off and become pervasive around the world, accelerated by the pandemic. And I think how we tell the stories is fundamental to getting them noticed. I think it comes down to you can just tell a story for the sake of a good story. For us, what we like to do is look at better stories for bigger impact, which is our mantra. And what we mean by that is looking to see what a brand, a client, an individual, wants to actually achieve from a business perspective, and then working backwards to find out how to communicate that. And when I say communicate that, it's from an earned perspective, or if you say from the media perspective, it is mapping it onto the wider world, finding out why it's relevant to the wider world, and then communicating that. The other big thing for good story is also thinking about the audience, because not everyone's story will be relevant in the same way to different audiences, which is how you make sure that you land the right message in the most compelling way in the right medium. It.
How can this be easy? The mindset approach approach to change how you build your business.