How to implement story mining in your everyday work


One way to support your unit is through excellent storytelling. However, finding stories can feel like a challenge when you don’t have a flashy headline or major milestone to announce. Waiting for the “perfect” story can be risky, as you lose out on share of voice and credibility among your peers.

According to PR News, story mining is the “ability to consistently uncover and shape compelling narratives from everyday business activity.” Below are tips to help you implement story mining in your daily communications practice.

  • Get to know the work happening right now in your department
    When you have strong relationships with faculty members and research teams, and keep tabs on their current projects, you can more easily pull together a compelling story about how their work will impact Minnesotans, the country, and the world. Stay up to date on who is publishing research and when.
  • Think like a reporter
    Ask the five Ws: who, what, where, when, and why? Who is this story about and who is it for, what is the story trying to say, where is this story taking place, when is this story happening, and why should anyone care? This will help you craft a compelling narrative around everyday work.
  • Keep up with trending news items
    Staying up-to-date with top headlines and industry news can help you understand what topics are important to the media and news consumers right now. Look for opportunities to highlight how the work in your department fits into the news cycle by sharing relevant research, related expertise, and/or broader context.
  • Encourage story sharing among faculty and staff
    Provide an easy way to share stories with your team. Do you have a simple form, chat channel or email address? Does everyone have access to and know about? For research-related stories, check out the Research Brief Submission Form.

The University Marketing Communications team is a great resource if you have questions about story mining. Connect with the Public Relations team at [email protected].

Topics: Media Relations Tips and Tricks