According to Letter.ly, negative news makes up approximately 90 percent of all media coverage.

The reason for this could be embedded in our DNA as humans, with our ancestors needing to focus on the negative and potentially harmful news around them—from predators and storms to warring communities—to survive, or it could simply be something we’ve accepted as a constant and necessary facet of life.

Nevertheless, the data indicate that adverse and potentially detrimental information still dominates our minds and news sources in today’s society.

When consumers constantly feel as though they’re “drinking from a fire hose” regarding unsettling current events, crisis fatigue is inevitable, and audiences begin to become increasingly disengaged and apathetic. Though we can become accustomed to the “bad,” the humanity within us will always desire the “good.”

This simple fact is why positive news stands out.

These stories offer emotional relief to consumers and provide strategic value for brands by helping to build trust, drive engagement, encourage differentiation, and foster lasting loyalty. Though it can get a bad wrap, positivity isn’t fluff; it’s a PR superpower.

The Science of Positivity

As a species, humans are fundamentally wired for storytelling, connection, and a vast spectrum of emotions.

Goodable states, “Recent scientific research has shown that our emotional state can be heavily influenced by the type of news we consume. In particular, exposure to positive news has been found to have a significant impact on our overall well-being.”

These uplifting anecdotes, which highlight the humanity in people and the world around us, can enhance your overall sense of well-being and self-esteem, reduce symptoms of depression, improve your physical health by lowering cortisol levels, and increase social connectedness while decreasing feelings of loneliness.

When we consume good news, our brains interpret this as a rewarding experience. The brain’s reward system is activated, triggering the release of dopamine, and ultimately causing feelings of pleasure and reward while boosting mood and motivation.

In contrast to this type of activity in the brain, which supports stronger emotional connections and resonance, damaging and potentially harmful news often triggers anxiety and fatigue after the initial spark of interest.

To combat these detrimental cycles, there has been a rise in intentionally positive news outlets, columns, and segments, such as the Good News Network. However, many brands miss the opportunity to position themselves as contributors to this cause and the progress it represents by simply aligning with and supporting positivity, rather than merely promoting products.

Feel-Good and Functional

Similar to transparency and a focus on humanity, promoting positivity is a proven way to build brand trust, engagement, and loyalty, enhance reputation, and encourage media coverage.

Regardless of the industry, consumers have confidence in and are more likely to support brands that openly show empathy while actively making a positive impact and demonstrating their values.

Aside from gaining the favor of consumers, when a brand shares or engages with good news, it can bolster earned media attention, too. Every news angle must be newsworthy in some way, and human-interest stories tend to possess this quality more naturally than other story types, especially when tied to a community or cause.

The same can be true for social media platforms, as the algorithms that these apps utilize are programmed to encourage and reward engagement. When users share a post that inspires, surprises, or brings them joy—and additional people continue that action—a post can become viral. For example, this is often the case with content surrounding everyday heroes, community causes, and awe-inspiring accomplishments.

A Guide to Good

While this strategy is straightforward, integrating and executing it effectively involves nuance and requires consideration. Emily Reynolds, founder of R Public Relations, advises brands to consider the following when implementing this tactic.

• Identify the right stories: “Look beyond the C-suite. Do your due diligence by talking to employees, community partners, customers, and asking yourself ‘Where have we made a difference?’ Good news is a superpower when it’s authentic.”
• Center the people: “Humans remember humanity. Jargon, extensive statistics, and otherwise dense language are more easily passed over and can feel alienating, overwhelming, or both! Focus on highlighting stories that are memorable and relatable and that stem from real people.”
• Leverage multimedia: “When possible, engage multiple of the audience’s senses by including different storytelling media. From short-form social content and behind-the-scenes clips to documentary-style photos and audio bites, our senses enhance emotional connection.”
• Maintain authenticity: “Give your brand—and the stories it aligns with—room to breathe, and don’t make a message so perfect that it loses its humanity. Consumers value good news, but they are adept at detecting performative PR.”

Final Thoughts

In a world with an ever-turning news cycle that can be consumed by negativity, brands can choose to be different—standing out from the crowd by aligning with optimism and empathy.

Telling stories that uplift can earn headlines, but it also earns hearts. After all, at its core, good news is simply a good strategy.