As public relations (PR) professionals, we spend a lot of time analyzing what makes a story newsworthy. After all, this is the backbone of our media relations works – curating stories that not only capture attention, but also resonate with clients’ target audiences. Plus, earned media coverage helps businesses earn trust and credibility.
In the PR industry, being newsworthy means your story has value not just to your brand, but to the media and their audiences. It must be relevant, timely and have impact.
So, let’s cut through the clutter and figure out what makes something worth the headlines—and what should probably stay buried in your email drafts.
It needs to be relevant
In today’s media landscape, relevance is key. Your organization’s story is important. However, it must speak to broader trends, needs, conversations or challenges.
If not, it won’t grab attention from any media outlets. Focus on the why and how of your success not just the achievement itself.
Do determine if a story is newsworthy, ask yourself:
- Does this story speak to larger issues or trends?
- Will it appeal to my target audience?
- Why would a journalist care to report on the story?
If you can’t clearly answer these questions, it might be time to rethink the angle.
Timeliness drives media interest
We live in a world where attention spans are short, and everyone’s focused on what’s happening now. Timing is everything in PR and it’s what often can make or break your earned media opportunities. A story that’s weeks or months old is already ancient history in the eyes of reporters and audiences, especially in a 24/7 news cycle.
For example, launching a new product or community partnership may gain you more visibility. This is simply because there is less competition for people’s focus.
Even amid a media frenzy, a timely pitch can stand out if it ties into current trends or recent developments.
Think about it: What’s happening in the world right now? How does your story connect and relate?
It needs a strong angle
This is where a lot of stories go wrong: they lack a clear angle. Even the most impactful media pitches or news stories can fall flat if they are not compelling.
Let’s face it—reporters are busy and won’t bother reading long-winded press releases or articles. If you don’t hook them in the first few lines, your pitch may hit the cutting room floor. The key to creating newsworthy content is finding an angle that hooks the news media – and the audience – from the start.
For example, consider a local nonprofit launching a new program. Sure, it’s great news for the organization, but how does it tie into a bigger story? Does it address widespread need or is it part of a national trend?
Connect your media pitch to a larger narrative to strengthen your media relations efforts and secure your spot on the news broadcast.
Make it a human-centered story
People connect with people (not products, services or statistics). The most newsworthy stories in public relations strategies are often human-centric.
Every great and compelling story has a human element. It could be about an inspiring person, a community making a change, or a business stepping up to help people.
As you should with all content marketing, take a moment to consider how your story connects to real people. How does it impact individuals, communities or industries? If it only focuses on numbers or dry facts, it may fail to grab the attention of journalists and audiences.
Pitch media stories that matter
Whether it’s societal, economic, environmental or cultural, the key messages in newsworthy stories often have an element of impact. They contribute to a larger conversation and have the potential to make real change.
News doesn’t just inform. It sparks action or emotion. If there’s no impact, there’s no news.
Remember, keep your messaging simple. Avoid heavy jargon and overly technical language. While your industry might understand it, the broader audience probably won’t. If you can’t explain it simply, it’s less likely to make an impact.
At the end of the day, PR is more than getting our clients on the news. It’s about sharing stories that matter and drive impact.
It’s not enough to have information to share—you need to understand what makes that information compelling, relevant, and impactful.
At Resolute PR, we love helping our clients strategically approach media relations in a way that cuts through the noise and finds the stories that stick with people long after they’ve read the headline. If you are ready to own your story, check out how our services can take you to new heights.
