“Humans are hardwired to respond to stories,” says Alex Smith, partner of Story PR. It’s why you should think about “the plot” you want to tell, more than product features, when launching a new brand.

Story is a PR agency specialising in food and drinks brands and has worked with clients including Sipsmith, Tony’s Chocolonely and Good Hemp. In this film, Alex shares with eatbigfish her advice on how to ensure your product or brand launch event generates interest and media coverage above and beyond those attending.