Every company wants a signature win in heavyweight publications like Fast Company, BusinessWeek and Fortune.
By signature win, I mean 1,000-plus words devoted to a behind-the-curtain look at the company.
Yet, few PR teams cultivate the needed content assets to give themselves a fighting chance for this type of attention.
It requires thinking like a journalist, framing the tension in the story and teasing out potential texture.
To understand the type of fodder that drives such #storytelling, we selected a Fast Company feature, “Walmart’s Evolution from Big Box Giant to E-Commerce Innovator” and categorized the content type (3,324 words).
Via Gregg Morris