Small business owners always have a million things on their plates, whether it’s serving customers, managing staff, or launching products, but they rarely pause to ask: Could this be newsworthy?
Although it may be unexpected, the answer is usually yes!
Product launches, community initiatives, and a wide variety of business activities can be newsworthy, but the success of the angle is typically dependent on its relevance, timeliness, and emotional appeal, rather than the brand’s size.
All news must be engaging in some way or another, but at its core, a vast majority of media coverage isn’t about opulence or status symbols. It’s about making your story shareable and allowing journalists and public relations agencies to help you refine it.
Are you a novice at telling your story or entirely unsure of where to start? Read on for tips from R Public Relations on how small businesses can identify media potential and ultimately build stories that resonate not only with journalists but also with audiences.
What Makes a Story Truly Newsworthy?
Regardless of whether you’re pitching a story to a local newspaper, an industry-specific podcast, or a national magazine, public relations agencies know that every outlet is asking the same foundational question: Will this matter to our audience right now?
To strengthen your chances of receiving a resounding yes, a story and any related outreach needs to meet one (or ideally more) of the following criteria.
Timeliness
All news is about what’s happening now. Is your story tied to something current, like a seasonal trend, event, or industry shift? The more relevant the angle is to ongoing conversations, the more likely it is to catch the right journalist’s attention.
Human Impact
The best and most memorable stories emotionally connect with audiences, and the key points remain with them long after coverage dies down. For example, if your business helps people overcome challenges, improves lives, or connects them with others in some way, your brand likely already has a relevant and compelling angle.
Innovation
No matter the context, innovation almost always garners attention. From all-new products, services, and teams to simply doing something old in a new way, uniqueness sets a story apart.
Different means new, and consumers love newness.
Local Relevance
When in doubt, go local. Regional news outlets always value stories about businesses that positively impact the community, such as job creation, charity work, events, or collaborations. If your angle is tied to your community in a meaningful way, you’re likely to have a strong entry point into localized media coverage.
How to Identify and Shape Your Own Story
Finding your brand’s story doesn’t need to be an outrageous feat. There are a few key questions we recommend asking yourself when beginning the process:
- What inspired you to start this business?
- What unique challenge have you overcome?
- How are your customers’ lives better, different, or easier because of your brand?
- Are you doing or offering something that other competitors in your industry aren’t?
Once you identify a potential focus for your story, shape it into a clear story arc by identifying the core challenge, describing the action your brand took, and highlighting the outcome. This arc keeps your story compelling and can be applied to a wide variety of industries.
To further strengthen your angle and bolster credibility, consider incorporating additional context and supplemental materials, such as visuals, testimonials, or data, into your story.
Unlock Your Brand’s Full Potential with a Public Relations Agency Partner
Your story is closer and more valuable than you might think. By simply being honest, engaging, and timely, growth, values, and impact can absolutely make headlines, and with strategic reflection, you can create a story that catches attention and leaves a lasting impression.
Ready to learn more or begin bringing your story to life? Get in touch with a PR agency like R Public Relations today—because your story deserves to be heard.
