Making your brand newsworthy is one of the biggest challenges in PR. What seems interesting to you might not resonate with journalists or their audiences - and that disconnect can cause even the most well-intentioned campaigns to fall flat.

The key lies in knowing what makes a story truly compelling. Identifying newsworthy angles within your brand, shaping them into strong narratives, and leveraging the right tools and channels. The know-how can mean the difference between a missed opportunity and a media breakthrough. When done right, it’s what helps your brand not only stand out, but truly take flight.

Here are some of the key ways we amplify our clients’ messages.

Newsjacking

In short, newsjacking is the PR ‘art’ of piggybacking on trending news stories to push your brand into the spotlight.

The media angle is already there but our job is to quickly craft a relevant, timely pitch that connects your brand to the story. Done well, newsjacking can lead to a flurry of highly targeted coverage almost instantly. It’s about having your finger on the pulse and being reactive to what’s being talked about right now.

Before jumping into a trending story, it’s important to pause and consider: Should we join the conversation? Can we respond quickly enough? And most importantly, can we genuinely add value?

Nothing is worth doing for the sake of it. Successful newsjacking isn’t just about speed - it’s about timing and a relevant, meaningful contribution.

Leveraging data

In today’s era of information overload - where news is constant and audiences are scrolling away - a data-driven press release can help cut through the noise, deliver credibility and relevance, and capture longed-for brand attention.

By anchoring your narrative in solid, well-chosen data, you not only reinforce your message but also build trust with your audience. The key is selecting statistics that align with your goals and resonate with the people you’re trying to reach. Facts and figures don’t just support your story - they give it weight. And for journalists, that credibility makes your story far more compelling and newsworthy than a story that lacks it.

Check out our work with COBA - one of the leading names in floor matting - and how our strategic use of data helped us secure impactful media coverage.

Brand authority

Being recognised as a thought leader in your industry is a powerful part of an effective PR strategy. It positions your brand as credible, forward-thinking, and worth listening to, and in turn, opens the doors to media opportunities.

Good thought leadership stays true to your brand’s core values, even if it means expressing an opinion that’s not the most popular in the room. Authenticity and consistency are key. Recognition follows when others see genuine value in your viewpoint, especially when it sparks meaningful conversation - something news outlets are regularly looking for!

Our work for Samsic, a leading cleaning and security services provider, helped to elevate its brand visibility and position them as industry leaders by securing key coverage with valuable backlinks. Read more about it here.

Tell a story - conflict and all

Telling your brand’s true story - from its roots to today - is a powerful way to connect with audiences, build trust and showcase emotion.

More than that, it makes your brand memorable. A well-told story helps differentiate you from competitors, giving journalists and audiences something authentic and unique to engage with - which is essential when it comes to landing headlines.

Don’t be afraid to share your story and own what is yours.