Sparking media interest and securing quality publicity always comes down to the quality of the story ideas.

Sparking media interest and securing quality publicity always comes down to the quality of the story ideas.

They also need to be well-positioned, fact-based, supported with expert insights, trends, human interest tales of trials or triumph as well as relevant and timely.

Good stories are remembered and repeated. And while media receive a deluge of story ideas all day every day; what they do look for is remarkability, relevance, authenticity and a unique point-of-difference.

So let’s also assume you already have beautiful branding, a slick and sophisticated website, and compelling copywriting to pad it all out. Not to mention it’s a pre-requisite that your product or service is memorable for all the right reasons. And now you want to pursue potential editorial coverage for you or your business and generate some well-placed, meaningful publicity to advance your PR.

Here are some DIY PR story ideas for publicity you can develop to help pitch your business.

Story angles and ideas you might like to consider developing for your business as you prepare to pitch to media.


Company News Angles

  • An industry differentiating process
  • A partnership or collaboration
  • Launch of a new product or service
  • Being the first to do something
  • Special anniversary – e.g. 10 years in business
  • Milestones – e.g. 100th client
  • Business growth/restructures/success
  • Industry awards announcements
  • Client or collaborator news
  • New premises or opening new offices
  • New staff/staff promotions
  • Special events
  • The people behind the brand/team/suppliers/clients

Industry Expert Angles

  • Useful advice, share your knowledge
  • Industry trends, news, insights
  • Comment on industry developments or trends
  • Comment on industry research
  • The impact of current trends in your industry and your process
  • Conduct a consumer research or trend-based survey/share results
  • Opinion piece
  • Current news or trends that are relevant to your industry
  • How can you share what you know and give back?

Community Initiative Angles

  • Community event or activation
  • Substantial sponsorship of a local event or charity
  • Charitable fundraising efforts/events
  • Pro bono project/cause PR

Human Interest Angles

  • Who have been important mentors for you and influenced your career/getting to where you are today
  • Niche publications where you could diversify your coverage and share your story i.e. parenting, yoga or running magazine.
  • What advice can you give to other people that would add value to their lives
  • How are you contributing to make the lives of others better
  • What is something that no one knows about you that others will relate to
  • Develop the story behind how you got to where you are today
  • Was there a moment in your life that changed your business or personal life forever
  • What moment inspired you to do what you do
  • What is the most challenging moment/phase you’ve had in your business journey
  • Your tips on remaining productive
  • Are you doing what you thought you would be doing 10 years ago? (If not, what did you think you would be doing
  • What does ‘success’ look like to you. Tips on how to reach it.
  • What do you still want to achieve (personally &/or professionally).
  • What have been the most rewarding things in your career to date
  • What inspires you about your workspace
  • What are some frustrations from your career journey
  • How do you keep on keeping on when things get tough
  • When does your work overwhelm you and how did you overcome it
  • Has your career affected your personal relationships. Tips to find balance and to manage this. What have you learnt
  • If you had your time over again, from when you started your career to right now, would you do anything differently
  • What would you do differently if you had your time again in your career

Ad Hoc Story Angles

  • Seasonal gift giving times
  • Seasonal stories i.e. ‘Christmas’, ‘festival season’, ‘fashion week’
  • Sustainability and cause PR stories i.e. How your biz is going green
  • ‘How to’ guides with info-graphics

There’s a lot of work that goes into any one of these potential story ideas to get them media ready for a pitch. But what this list does is start to seed ideas that might resonate, get your PR thinking hat on and advance your publicity position.  

Once stories are picked up and published (*celebration!); the challenge is for the consumer/reader to pick it up, notice it remember it and share it. You can’t force media or your target audience to pay attention; but you can develop a meaningful, well-placed story that strikes a chord with those who encounter it.

raraPR is above all the sum of people who together help build brands and share stories. We are present in our determination to make a positive difference to the world by representing individuals and businesses that are doing good. We are an extension of the personal stories within us, those that we exist for and those within you that need to be heard.

We welcome you to dive in and access decades of PR industry, in-house and agency experience to help you establish PR peace of mind.

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Our collection of PR, social media and brand strategy resources make it easy for you to add some PR power to all that you’re creating so that you can reach the people who need what you’ve got most.

About raraPR

raraPR is an Australian public relations, digital marketing and branding agency. We are PR mentors, brand boosters and community creators for business owners, industry leaders and entrepreneurs. What we do goes far beyond the typical PR agency.

Our Ethos
We’re a passionate team who thrive on creating content that works. Or in other words, tasteful brand assets that build equity for a business.
We’re driven by the purpose, the meaning and the stories behind why a business exists as much as the quality of the product or service.
We’re inspired by being around the start-up community, entrepreneurs, intrepreneurs, solopreneurs, creators, makers, thought-leaders, dreamers and seekers willing to go beyond the good for the truly great.
The desire to help people take their business to the next level and reach their potential drives everything we do.
We get excited about producing innovative and thoughtful PR, digital, social media and design outcomes.
We’re at our natural best when we’re connecting talent and bringing communities together inside and outside the company.
We collaborate and become a seamless extension of our clients’ team.
We see, listen, mentor, educate, inspire, support, direct, provide clarity and instil confidence within our team andour community.
We care about providing value, which is the fundamental centrepiece of what we do.
We’re all about honesty and integrity, authenticity and transparency. That’s how we roll.