What makes a story newsworthy… and what doesn’t

People and perspective

Stories resonate when they are grounded in lived experience. Even complex topics become compelling when the audience can connect with the human side of the story.

Internal-only focus

“If it only matters to your organisation, it’s probably not news.” – Abbie Wood, Account Executive

Stories that only make sense inside a business rarely translate into media interest. Internal milestones or minor operational updates usually need wider context to be relevant.

Timing and relevance

“For me, timing is everything.” – Bethan Simkins, Account Director

“Timing, relevance and responsiveness.” – Laura Wilson, Account Director

Stories perform best when they reflect what is happening now…policy changes, awareness weeks, seasonal trends, or broader industry news. Embargoes and rapid responses can maximise impact.

Lack of audience relevance

“Being too internally focused usually means it won’t land in media.” – Sarah Markulevicius, Senior Account Manager

If an announcement doesn’t link to customer impact, industry change or public interest, it is unlikely to gain traction.

Clear angle and credible voices

“A unique angle, strong data and good visuals all help.” – Laura Wilson, Account Director

The best stories have something distinctive; new research, a ‘first’, a fresh perspective, striking visuals, or even a touch of humour. Complement this with a well-briefed spokesperson who can add insight and context, and your story is much more likely to be picked up.

No clear moment or an overly promotional tone

Stories that ignore the wider news agenda struggle to land column inches. Similarly, overly sales-focused messaging can quickly undermine credibility. Media outlets want insight and value, not marketing copy.