What types of PR stories will get you featured by journalists?

In the dynamic world of public relations, securing media coverage is a top priority for any PR agency, professional or business. However, with journalists receiving countless pitches daily, it’s crucial to craft stories that stand out. As a leading PR and communications agency, we know that understanding the types of PR stories that capture journalists’ attention can significantly enhance your chances of being featured. Whether you're a PR expert or a novice, these story types can help your brand get noticed.

1. Human Interest Stories

Journalists are always on the lookout for stories that resonate on a personal level. Narratives highlighting individual experiences, challenges overcome, or unique journeys can evoke empathy and engagement from readers. For instance, sharing how your company supported an employee through adversity or contributed to a community initiative can make for compelling content. Better yet, share the founder story behind your company. Journalists will be looking for multiple strong images of the person or people to illustrate the story.

2. Data-Driven Insights

Presenting original research or data can position your brand as a thought leader — something every company strives for. Surveys, industry reports, or data analyses that reveal new trends or insights provide valuable content for journalists. This strategy is a go-to for many digital PR agencies. Ensure the data is accurate, relevant, and presented in an easily digestible format.

3. Timely Newsjacking

Aligning your story with current events or trending topics can increase its relevance. This strategy, known as newsjacking, can be time-consuming as you need to be constantly up to date with the news and able to jump on a trend quickly. You’ll need responsive spokespeople who can share a comment within a couple of hours so you can pitch the angle before others do. For example, if there’s a national conversation about parenthood and work, showcasing your company’s policies can attract media interest and highlight your values.

4. Unique Product Launches

Introducing a product or service that offers a unique solution or stands out in the market can pique journalists’ curiosity. You’ll need to focus on what makes your offering different and how it addresses a specific need or gap in the market.

5. Expert Commentary

Positioning company leaders as experts who can provide insightful commentary on industry developments and news stories can lead to media opportunities. Offering thoughtful analysis or predictions demonstrates authority and is something that top PR agencies regularly do.

6. Corporate Social Responsibility (CSR) Initiatives

Highlighting your company’s commitment to social or environmental causes can enhance your brand’s image and appeal to journalists interested in CSR topics. Authenticity is key; ensure that your initiatives are genuine and have a measurable impact. Positive PR efforts like these not only build trust but also define your brand ethos.

7. Overcoming Challenges

Sharing stories about obstacles your company has faced and how you’ve navigated them can humanise your brand. These narratives inspire others and demonstrate resilience. Journalists want to hear the hurdles you’ve overcome, rather than only your wins.

8. Partnerships and Collaborations

Announcing strategic partnerships or collaborations can be newsworthy, especially if they bring together unexpected entities or promise significant benefits to the public. A savvy PR professional can help highlight the objectives of the partnership and the value it aims to deliver.

9. Awards and Recognitions

Receiving industry awards or recognitions validates your company’s efforts and serves as a testament to your excellence. While modesty is important, sharing these achievements can bolster your credibility.

10. Community Engagement

Demonstrating active involvement in your local community can endear your brand to both journalists and the public. Whether it’s sponsoring local events, supporting charities, or initiating community projects, such engagement showcases your company’s values. This type of story is ideal for regional or trade press who like to write about news in their local area or industry.

Final Thoughts

Whether you’re a marketing professional, a newbie at a PR agency or a founder, these story types are proven to resonate with journalists. Crafting PR content that aligns with your audience and media trends — while reflecting your brand’s mission — is key to securing consistent coverage. 

If you’re looking for a positive PR agency with expertise in landing UK press coverage to help shape your media strategy, we can help. We’re experienced at landing clients phenomenal press coverage. Get in touch today to learn how we can do the same for you.