Introduction
In today’s crowded media landscape, getting press coverage is more challenging than ever. Journalists receive hundreds of pitches every day, and most go unread. The key to standing out? Making your brand newsworthy.
At Level Up PR, we specialize in securing high-impact media coverage by crafting compelling, timely, and strategic narratives. This guide will break down how to create a story that grabs attention, earns press features, and positions your brand as an industry leader.
What Makes a Brand Newsworthy?
Journalists aren’t looking to promote businesses—they are looking for stories that inform, inspire, or challenge perspectives. A newsworthy story needs to offer something valuable to the audience. Here are a few elements that can make your pitch stand out:
- Timeliness – Does your story connect to a trending topic or current event?
- Impact – Does it solve a problem or affect a large audience?
- Uniqueness – Is it innovative or offering a fresh take?
- Credibility – Can you support your claims with data, research, or case studies?
- Human Interest – Does it have a personal or emotional angle?
Without one or more of these factors, even the best products or services may struggle to get media attention.
How to Make Your Brand Media-Worthy
1. Develop a Compelling Narrative
A strong story is the foundation of good PR. Instead of just announcing your product or service, position it as part of a bigger conversation. For example, instead of saying, “We launched a new sustainable clothing line,” frame it as, “How This Startup is Tackling Fast Fashion’s Waste Problem.”
This approach shifts the focus from self-promotion to industry impact, making it more appealing to journalists and their readers.
2. Tie Your Brand to Current Events and Trends
One of the fastest ways to earn media coverage is by linking your brand to something that’s already making headlines. If journalists are covering a topic related to your industry, offer expert insights or a fresh perspective.
For example, if AI is dominating the news cycle and you run a digital marketing agency, you could pitch a story on “Why AI Will Never Replace Human Creativity in Marketing.”
3. Use Data and Research to Strengthen Your Pitch
Journalists love numbers because they provide credibility. If you have access to industry insights, internal research, or survey data, use them to support your story.
For example, rather than making a general claim like “More businesses are shifting to remote work,” a stronger pitch would be:
“A recent survey by [Your Company] found that 72% of small businesses plan to stay remote permanently.”
This kind of statistic-driven storytelling increases the chances of your pitch being picked up.
4. Tell the Founder’s Story
People connect with people, not just brands. A compelling founder story can often be more newsworthy than a product launch. Journalists are interested in entrepreneurs who have overcome challenges, disrupted industries, or built something unique.
Instead of saying, “John Smith launched a new e-commerce startup,” frame it as:
“How a College Dropout Built a Multi-Million Dollar E-Commerce Empire from His Garage.”
This type of personal, success-driven storytelling resonates with both journalists and readers.
5. Take a Bold Stance
Controversial or contrarian viewpoints can make for great headlines—when done strategically. If you have a unique perspective that challenges conventional wisdom, use it to spark discussion.
For example, instead of a generic article on work culture, a stronger angle would be:
“Why Hustle Culture is Destroying Startup Founders—and What to Do Instead.”
By taking a stand on industry issues, you position yourself as a thought leader with a unique voice.
6. Collaborate with Influential Figures
Media coverage is often easier to secure when well-known industry figures are involved. Partnering with influencers, business leaders, or recognized experts can add credibility and increase the likelihood of your story being picked up.
For example, if you’re launching a new health tech product, collaborating with a respected doctor or researcher can strengthen your press pitch.
7. Move Beyond Press Releases
Traditional press releases still have value, but a generic announcement won’t capture media attention. Instead, craft personalized pitches for journalists, offering them something exclusive—whether it’s an interview, a behind-the-scenes look, or a compelling data set.
Many successful PR campaigns are built on relationship-driven pitching, where brands consistently provide valuable stories rather than just promotional content.
Final Thoughts
Public relations is not just about getting featured in the media; it’s about positioning your brand as a credible, authoritative, and influential voice in your industry. By crafting timely, impactful, and engaging stories, you increase your chances of securing press coverage that drives real business results.
At Level Up PR, we help brands go beyond traditional PR, leveraging data-driven storytelling, trend-jacking, and thought leadership strategies to create lasting media impact. If you’re ready to take your brand visibility to the next level, let’s connect.Contact us today to build a PR strategy that gets your brand the attention it deserves.
