Most brands think they need breaking news to make headlines. The truth? The most impactful stories rarely start with a press release.
Amidst a constant flow of attention-seeking messages, breaking news headlines flood our devices by the minute and brands face an uphill battle to cut through the noise. Capturing attention now requires more than a timely angle, it demands telling everyday stories in ways that feel unique, authentic, and worthy of top-tier media placement.
Earned media remains a cornerstone of successful campaigns. As newsrooms continue to shrink, building strong relationships with journalists has never been more important. Coverage across local, regional, national, trade, and niche outlets gives organizations a chance to connect with the public in meaningful ways. Gone are the days when journalists scanned newswires for press releases. Today, they rely on trusted public relations professionals to bring them credible, compelling stories.
From newspapers and magazines to digital platforms, blogs, podcasts, and social feeds, media stories shape public conversation and build brand trust. Yet in a crowded landscape—where attention is fleeting and resources are stretched thin—the challenge is clear: how can brands earn meaningful coverage when it’s not breaking news?
No breaking news? No problem
Creating breaking news isn’t the only path to impact. The real opportunity lies in stories that feel authentic and human. When brands lean into everyday narratives grounded in people and emotion, they create coverage that resonates long after the news cycle has moved on. Here are four ways to turn everyday stories into strong media opportunities:
- Human elements: Journalists connect with people, not press releases. One individual’s journey can bring a bigger story to life, adding emotion, context, and credibility that generic corporate announcements can’t match. A press release can provide background and detail, but the real hook should always be the human element.
- The local advantage: Don’t underestimate hyper-local stories and outlets. Journalists love highlighting hometown heroes and community connections, and a strong local angle often creates a ripple effect. Once a story runs locally, it can be syndicated by sister outlets and picked up regionally or even nationally. Starting local often builds momentum for bigger coverage.
- Quality over quantity: Media success isn’t about racking up millions of impressions—it’s about making an impact. A single well-placed story in a trusted outlet delivers more brand credibility and long-term value than dozens of generic mentions. Rather than blasting one press release to hundreds of outlets, focus on tailoring your pitch to the journalists and audiences who matter most. Well-placed stories also benefit from syndication, amplifying reach without diluting impact.
- Make coverage easy: Journalists are short on time and resources. Keep pitches clear, concise, and immediately address why the audience should care. Include ready-to-use assets like photos or b-roll, and ensure your spokespeople are prepared and available for interviews. Few things frustrate reporters more than calling for comment and finding no one ready to speak. The easier you make it to cover your story, the higher your chances of securing meaningful coverage.
Stories built to last
In an era where headlines are here today and gone tomorrow, the stories that last are rooted in authenticity. Everyday narratives told with a human voice, anchored in local relevance, and shared with care, create impact far beyond the first wave of media impressions.
For brands, the path to coverage isn’t about chasing the next breaking update. It’s about showing up with stories that matter, building trust with journalists, and positioning your organization as a source intended audiences return to again and again.
Ask yourself: what “everyday” story in your organization could be tomorrow’s headline?
Struggling to identify your target audience or craft a message that truly lands? Our experts are here to help.
