Many small businesses are still confused about how to develop a really good story. Use the following point system to figure out just how strong your story is. Go through each of the line items in the list and answer the questions. Each time you answer yes, add the points to your total score. Simply put, the higher the score, the better your chances for a story. Before you go through the list, though, consider reading through these two PR resources to help you develop you story appropriately: The PR Toolkit and The Publicity Handbook.

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Do you have a press release for background?

Yes: 2 points

Are you available to speak with a reporter for the story?

Yes: 2 points

Do you have any photos of products, executives or your company to offer the reporter?

Yes: 4 points

Do you have any pre-produced background video you can offer the reporter (especially for TV)?

Yes: 4 points

Do you have any charts or graphs you can share with the reporter for the story?

Yes: 2 points

Do you have audio sound bites to provide the media for radio?

Yes: 2 points

Do you have any multimedia to provide the media (for Internet stories)?

Yes: 2 points

Do you have any customers that are willing to speak to the reporter on behalf of your company?

Yes: 7 points

Do you have any industry analysts or other industry insiders who can speak to the reporter?

Yes: 6 points

Do you have credible third-party industry stats or research to support your story?

Yes: 3 points

Is there a larger local/national trend you can apply in your story?

Yes: 4 points

Is your announcement TRULY the first time anyone has ever done this?

Yes: 6 points

Do you have a company executive who can speak to a breaking news trend story right away?

Yes: 4 points

Do you have revenue, sales or any other financial information to provide the reporter?

Yes: 3 points

Can you truly define your company in very easy-to-understand terms?

Yes: 3 points

Are you launching a new product or service for the first time?

Yes: 2 points

Does your company make a truly exciting technology or product?

Yes: 2 points

Have you conducted a survey or poll that people would want to hear about?

Yes: 4 points

Are you planning a publicity stunt with lots of wow factor?

Yes: 4 points

Does your company have a really interesting and compelling employee human interest story?

Yes: 4 points

Is your company holding an event for customers, community, vendors or industry?

Yes: 4 points

Is something happening in your industry that is affecting your company in a compelling way?

Yes: 3 points

Does your company have a compelling angle for an upcoming holiday?

Yes: 2 points

Does your company have a compelling angle for a specific season (fall, winter)?

Yes: 2 points

Does your company have a compelling angle for a calendar event (back to school, July 4th)?

Yes: 2 points

Does your company have a compelling angle for an environmental story?

Yes: 3 points

Does your company have an angle for an economic trends story?

Yes: 2 points

Does your company have a story angle that involves a celebrity?

Yes: 3 points

Does your company have an angle that adds a new layer or twist to a major national story?

Yes: 3 points

Are you pitching your story to print and Internet media covering a specific trade industry?

Yes: 2 points

Do you have a press kit with company/management history information to provide the reporter?

Yes: 2 points

Are you comfortable talking about the success AND failures your company has taken for greater perspective?

Yes: 3 points

Does your story involve a political issue and do you have political figures willing to speak on your behalf?

Yes: 3 points

Add up all the points. Here is where you stand with your point totals:

0-20 points: Your story needs a lot of work

21-50 points: A reporter will listen to your story

51 - 75 points: A reporter will be intrigued by your story

76 - 100 points: You have a great chance of getting your story in the news

How many points do you have for your story? Share your thoughts by leaving a comment here.