At HighKey, we don’t just rely on surface-level information when crafting PR stories for our clients. We go deeper to uncover the angles that will make them irresistible to the media. Our approach centers on personalized onboarding and interviews with publicists that help our clients pull out the most compelling parts of their stories. Sometimes, all it takes is a conversation for someone to realize that their life or business journey contains hidden gems that are perfect for a media feature.

The Power of Asking the Right Questions

Many clinic owners assume that the most obvious aspects of their business are the only things that matter to the press. However, during our onboarding interviews, we dig deeper—sometimes going back to childhood memories, early career challenges, or personal motivations—to find elements of a story that truly resonate. Even if details of their background are online, we look for untold narratives or emotional triggers that could make for a unique angle. This process of exploring their past allows us to find newsworthy elements that have the potential to capture journalists’ attention.

From Childhood to Headlines: An Example

Consider Dr. John Doe, a fictional plastic surgeon who originally believed his media story would focus solely on his innovative surgical methods. However, we uncovered a more personal and emotional backstory during his onboarding interview. Dr. John Doe experienced severe bullying as a child due to a facial condition, which ultimately inspired him to pursue a career in plastic surgery. This personal struggle led him to specialize in helping children and teens facing similar challenges.

By incorporating this personal narrative into his media strategy, we positioned Dr. John Doe as an expert surgeon and a compassionate advocate for young patients. This approach made his story far more appealing to media outlets like MedEsthetics and SELF, turning him into a relatable figure whose journey resonates with a wide audience. Please note that Dr. John Doe is a fictional character created for illustration purposes only.

Why It Works

By going beyond the obvious and uncovering hidden emotional or inspiring aspects of a client’s life, HighKey helps turn routine stories into narratives that journalists and media outlets actively want to share. This deep storytelling approach garners attention and builds credibility and trust, allowing clients to stand out in a crowded market.

So, when we craft a PR strategy for aesthetic clinic owners, we consider not just what they do but also why they do it and the personal journey that has shaped their success.

Conclusion

You’re the only one who can truly tell your story, and this is exactly what the media seeks—unique personal stories and triumphs. Media outlets constantly seek compelling, authentic narratives that showcase resilience, growth, and human experience. Sharing your journey, including the challenges you’ve faced and how you’ve overcome them, makes you stand out. Whether it’s a personal triumph or an inspirational career path, these stories resonate with audiences and capture media attention because they connect deeply emotionally. Your story is your strength—use it to create a meaningful impact.