If you’ve ever wondered why some brands get consistent media attention while others struggle, the answer is simple: storytelling.
Journalists don’t write about plain facts — they write about stories. The most successful PR professionals know how to take data, milestones, and updates and frame them in a way that makes people care.
Here’s how you can do the same.
1. Know Your “Why”
Every strong story begins with purpose. Why does this announcement matter to your audience, your industry, or your community? If your story only matters internally, it won’t resonate externally.
🔑 PR Tip: Start with impact — what’s changing, improving, or inspiring?
2. Humanize the Story
People connect with people, not press releases. Adding a customer anecdote, an employee’s perspective, or a CEO’s authentic voice makes your story relatable.
Example: Instead of “Company X launched a new platform”, try “Company X launched a new platform designed to save small businesses 10 hours a week.”
3. Make It Newsworthy
Not every fact is headline material. Journalists look for stories that are:
- Timely
- Relevant to their readers
- Unique or innovative
- Backed by credible voices
🔑 PR Tip: Connect your story to broader trends or current events to increase relevance.
4. Use Emotion + Data Together
The best stories balance heart and head. Data builds credibility; emotion makes it memorable. Use statistics, surveys, or case studies, but frame them through the lens of real human impact.
5. Shape It Into a Headline
Before you pitch, practice turning your story into a headline. If you can write a compelling headline that sparks curiosity or clearly shows value, you’ve found your angle.
Example:
❌ “Company X Announces Software Update”
✅ “New Software Cuts Invoice Processing Time in Half for Small Businesses”
Conclusion: Storytelling Is Strategy
Facts matter — but how you frame them matters more. By applying storytelling techniques, you can transform everyday company updates into narratives that journalists want to cover and audiences want to read.
Free Download: Storytelling Framework Worksheet
👉 Use our simple worksheet to craft your next announcement into a compelling story that’s ready for headlines.
