Phrased differently, what stories are most likely to get coverage in the media?

For the majority of companies and individuals looking to get publicity, this is without a doubt one of the biggest hurdles, with too many confusing their company’s marketing messages with a truly great story.

Hopefully the list below will provide greater clarity.

Stories that are topical and relevant

Stories that tie in with unplanned or unexpected events – a disease outbreak, a controversy or scandal – or planned events such as looming elections, the federal budget or financial year-end. You can use these events to your advantage. Because everyone’s talking about the same thing, the media are always looking for new angles on stories and often struggle to constantly come up with new material. So if you can offer a fresh angle on a big current story there’s more chance of you getting noticed by a grateful journalist or getting a mention or interview in the media.

Stories that are newsworthy
Have you recently launched a new product or service, signed a new deal, completed a new project, merged with or bought out a new company or expanded your business? A word of warning: if it is a new product or service, it will only get a run, if it is truly unique, fills a real gap or disrupts existing market practises.

Really useful information

Does your organisation have information that people and businesses always need, such as tax tips, nutrition hints, property advice or budgetary ideas? Journalists love stories that solve problems and are truly useful to their readership or audiences.

Stories based on statistics

Do you have access to a large database of individuals or companies that would enable you to generate statistics? Alternatively you can dip into existing statistics and take the conversation further. Ideally your findings should point to an emerging issue, key trend or problem which would enable you to provide the solution, further building your status as an expert and rising talent in your field.

Great client case studies

These stories enable you to talk about how your offerings or expertise turned round or added value to your client. Case studies also give you the heaven-sent opportunity to showcase your business, products or services but with someone else doing the chest-beating on your behalf.

Is your business unusual, unique or even quirky?

Quirky stories often provide light relief from traditional business stories which can be dry, serious or downright depressing at times.

Do you have a colourful leader or controversial employees?

Do you have a differing position on a current issue that can stir up debate? Keep in mind that if you go down this path, you will more than likely cop some flak, so be prepared to wear it!

Awards. Has your organization or your employees won any significant awards or enjoyed a major achievement?

Finally, is there a wonderful human interest story to accompany these story suggestions that would pull at the emotional heartstrings and make for a truly uplifting and inspiring story? Remember people, not issues, often sell stories.

So when you’re next out there pitching to the media make sure your stories include some of the following elements:

  • Relevant
  • Topical
  • Unusual
  • Controversial
  • Human

Keen to manage your own publicity requirements without the need for a publicist, Parker Public Relations is running a half-day DIY Publicity Bootcamp in Melbourne on  Friday 19 May 9 am-1 pm at Hub Southern Cross. To book and for more information, go to: