In the fast-paced world of B2B PR, understanding what makes a story newsworthy is crucial for capturing media attention and engaging your target audience. A newsworthy story captures attention, informs the public, and often drives conversation. There are five main elements of a newsworthy story.

Timeliness: the heartbeat of news

Timeliness is the lifeblood of any newsworthy story, especially in the rapidly evolving B2B  news cycle where innovations and breakthroughs occur frequently, and being “first to print”  with your story can make all the difference. A good rule of thumb is to focus on developments within the past 12-24 hours. This urgency will always maximise your story’s impact. If a reporter gets to the story before you do, you’re far too slow!

Impact: the ripple effect

The magnitude of a story’s effect on the public defines its impact. Stories that affect a large number of people or have significant consequences are considered more newsworthy. When crafting your narrative, consider:

• How many people or businesses could benefit or be affected?
• What large-scale problems does it address or solve?
• What are the broader implications for the industry or society?

The greater the potential impact, the more newsworthy your story becomes.

Proximity as a roadblock

When selecting stories for media coverage, it’s crucial to balance geographical proximity with audience relevance. While local events may dominate town newspapers, they might not garner national attention. The key is to tailor your stories to resonate with your target audience’s interests and concerns.

Consider both the geographical and topical landscape of your audience:

• Local focus: For regional media, emphasise how broader stories impact the local community.
• Industry relevance: For trade publications, highlight aspects that directly affect specific sectors.
• Demographic appeal: Frame stories to address the concerns of your target age group, profession, or social segment.

When pitching global stories to specific markets, localise the angle. For instance, a story aimed at UK media should incorporate a British perspective or demonstrate clear relevance to UK audiences. This approach increases the likelihood of capturing a journalist’s interest and securing coverage.

Prominence: leveraging leadership and big names

Name-dropping can be a powerful storytelling tool when used strategically. Mentioning well-known figures or organisations can lend immediate credibility to your story. Stories that can authentically link to high-profile individuals like Elon Musk, political figures, or tech giants like Apple and Google often intrigue journalists more readily (rightly or wrongly)!

The most effective name-dropping places your story within broader industry trends or societal contexts, helping journalists understand the larger narrative implications. 

However, there’s a delicate balance to maintain. Excessive or irrelevant name-dropping can quickly diminish your authority and the merit of your ideas. Journalists, particularly those at top-tier outlets, are often skeptical of pitches that rely too heavily on name-dropping, especially if the connections seem forced or tangential to the core story.

Storytelling will always be the hidden weapon

PR is not just about having a story to tell; but about how you communicate its value. A well-crafted story doesn’t just list features and benefits; it shows why they matter in the broader context of industry challenges and opportunities. By weaving these elements of newsworthiness into a compelling narrative, you can transform complex concepts into engaging stories that resonate with both the media and your target audience.

Making your story newsworthy requires a blend of timeliness, impact, relevance, prominence and creative storytelling. By focusing on these elements and crafting narratives that speak directly to your industry’s needs and challenges, you can elevate your PR efforts and ensure your innovations get the attention they deserve in the competitive media landscape.