Weblance

If you want media coverage, you need to understand what journalists consider newsworthy. Reporters receive hundreds of pitches daily, and only a fraction make it to print, online publications, or TV. So, how do you ensure your story gets noticed? 

At Otter PR, we specialize in securing top-tier media coverage by crafting compelling, newsworthy stories. Here’s what journalists look for when deciding whether to cover a story. 

Timeliness – Is It Relevant Right Now? 

News is all about what’s happening right now. Journalists prioritize stories that are current, urgent, or connected to trending topics. Ask yourself: 

• Does my story tie into a major event, trend, or breaking news? 

• Is there a sense of urgency that makes it relevant today? 

If your story isn’t time-sensitive, find a way to connect it to a bigger, ongoing conversation in your industry. 

Impact – Does It Affect a Large Audience? 

The bigger the impact, the more likely a journalist will cover it. Reporters want stories that matter to their readers or viewers. 

• Does your news affect a large group of people, an industry, or a community? 

• Is it solving a major problem that people care about? 

• Can the average person relate to or learn from it? 

If your story only impacts your business, it’s not news—it’s an ad. Find an angle that adds value to a larger audience. 

Uniqueness – What Makes It Stand Out? 

Journalists don’t want the same old story they’ve seen a hundred times. They’re looking for: 

• A new or groundbreaking product, service, or trend. 

• A fresh perspective on an existing issue. 

• A compelling personal story that makes your news different. 

Before pitching, research what’s already been covered and find a unique angle that hasn’t been overdone. 

Credibility – Are You a Trustworthy Source? 

Journalists need reliable, knowledgeable sources. If you’re an expert in law, tech, healthcare, or real estate, your insights can be valuable—but only if you’re positioned as a credible industry leader. 

Ways to boost your credibility: 

• Have a professional online presence (LinkedIn, website, past media appearances). 

• Be available for interviews, quotes, or expert commentary. 

• Provide data, case studies, or real-world examples to support your claims. 

Human Interest – Does It Evoke Emotion? 

People connect with stories, not sales pitches. Journalists love stories that are emotional, inspiring, or thought-provoking. This includes: 

• Overcoming challenges or achieving a major milestone. 

• Stories with a personal touch—how your work impacts real people. 

• Controversial or thought-provoking insights that spark discussion. 

A strong human interest angle makes stories more relatable and shareable, increasing their media appeal. 

How to Get Journalists to Cover Your Story 

A strong PR strategy focuses on crafting timely, impactful, and unique pitches that align with what journalists want. At Otter PR, we help businesses and professionals secure meaningful media coverage that enhances credibility and visibility. 

If you’re ready to get your story in the media, book a strategy call today, and let’s make it happen! 

This post was written by a professional at Otter Public Relations. Otter Public Relations is the fastest-growing public relation company and its growing team of 35+ publicists and media partners focus on getting your story told in the local and national media. Let Otter PR support your business in; Media relations, Crisis Communications, and Reputation Management.