In the PR world, we often ask, “What makes this newsworthy?” It’s a fair question, and one we love digging into. To help find our answer I spent some time with local newsroom pros: Brennen Somers, Rory Pelliccia, James Gilbert at WROC, and Kevin Oklobdzija at the Rochester Business Journal. Their insights were a reminder that while the media landscape is always changing, great stories still follow a few timeless rules. Here are a few key takeaways:
1. It Has to Matter to People
As Rory put it: “The best stories affect people in a real way.” Even things like school safety, your morning commute, or why your grocery bill keeps creeping up. If the story touches everyday life, it could be worth telling. Even “small topics” can carry weight if they hit close to home.
2. It Grabs (and Holds) Attention
A story has to cut through constant scrolling and “pop out” on screen. The WROC team emphasized the importance of clarity and being concise. Get to the point. Fast.
A good story doesn’t just inform. It encourages you to take an action; it stops you from scrolling. Maybe you turn up the volume or click to learn more.
3. It’s Local
This tip was unanimous: local stories have the most impact. National headlines are everywhere, but what’s happening down the street? That’s what helps people feel connected. It’s the local stories close to home that get watched, clicked, and shared.
4. It’s About People
Kevin from the RBJ stated it simply: “People like to read about people.” The most memorable stories often tap into human experience and evoke emotion. Personal stories elevate the headlines and bring empathy and relevance.
Kevin’s best advice? Be curious. Don’t go into interviews trying to sound smart, go in wanting to learn. It’s better to listen and be curious than to try to come off as an expert.
Storytelling That Connects
The backbone of good PR isn’t spin, it’s substance. When we pitch a story, we’re not just trying to get coverage. We’re trying to connect, to show how a topic matters, and invite the audience to reflect.
So next time you’re wondering if something is newsworthy, ask yourself:
- Who does this effect?
- Why should they care?
- What’s the human angle?
Good journalism- and good PR- starts here.
