The Importance of Application Stories in PR activities

Application stories play a crucial role in the PR mix. Unlike product PR, which can be difficult to sustain on a monthly or more frequent basis due to the limited number of product innovations, application stories provide a consistent stream of content for trade media.

However, their significance goes beyond just generating news. Application stories offer a unique opportunity to demonstrate the real-world impact of technical solutions, highlight the quality of technical recommendations, and emphasize service excellence. They blend corporate communication with product and technology narratives.

Why Aren’t Companies Using Application Stories More Often?

The main obstacle is often the authorization process. Many companies hesitate, fearing they won’t obtain final approval to publish the material. However, securing authorization is often easier than it seems.

Here are a few key rules for a successful application story strategy:

1. Use a Local Editor

   • The editor should speak the same native language as the end customer. This offers two major advantages:
     • The customer will feel more comfortable sharing valuable technical details, improving the story’s quality.
     • The customer will be more confident during the proofreading process if it’s in their native language.



2. Simplify the Authorization Process

   • The first contact with the end customer should be made by the editor, not the sales team. In many cases, involving sales personnel too early can be counterproductive.
   • Before the initial discussion, send an email assuring the customer that nothing will be published without their final approval.
   • Remember, an email is legally sufficient for final authorization.
   • Clearly specify how the application story will be used, and obtain explicit permission to mention the customer’s name and company name.



3. Keep the Structure Engaging

   • An application story should be more than just stating that you work with a specific customer. To capture a journalist’s interest, the article must:
     • Present a technical challenge that could be relevant to readers, even from different industries.
     • Explain the solution in a clear and structured way.
     • Provide factual benefits and measurable outcomes.
   • A simple, factual structure makes the proofreading process easier.



4. Quality Visuals: Photos & Videos

   • In the past, obtaining high-quality images was challenging. Today, good-quality pictures can often be taken with a smartphone, making it easier for customers to provide visuals without requiring on-site visits.
   • If professional images or videos are required (especially for social media), hiring a photographer or videographer is necessary.
   • The cost of a professional photographer/videographer is often lower than travel expenses, making it important to identify local professionals to optimize costs.
   • For videos, post-production is key. The editing team must understand the technologies involved to create a compelling and relevant storyboard.

At Mepax, we have extensive experience in crafting application stories worldwide. With local editors and a specialized video editing team, including engineers, we ensure that technical accuracy and storytelling quality go hand in hand. Our post-production is handled by engineers who understand industrial technologies, ensuring accuracy and relevance.

By transforming technical projects into engaging stories, companies gain visibility, credibility, and long-term media value. At Mepax, we turn industrial expertise into editorial impact.

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