By Mark Macias

What happens when you can’t get traction for a story, no matter how hard you pitch it? Or worse, when journalists tell you, “that’s not a story.”

When this happens, it is time to redefine the narrative. In journalism and PR, the story narrative is crucial to success. Without a strong narrative, there will never be a media placement.

During my years as a news producer with NBC and CBS, there were many times when I pursued a story only to discover that the story I thought I was pursuing was actually a different story. When this happened, we had two options – kill the story or salvage it.

As Executive Producer with WNBC, I oversaw a very large production budget that funded the Special Projects unit. At the time, GE owned NBC, so as every shareholder knows, GE was very big that you come under budget or you get fired.

There were many times when I approved a story idea and we invested money into the story, only to discover half-way through the story that it wasn’t there. This was when we had to put on our creative hats and think of a way to salvage the story.

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