How to get your PR to land

To get your PR to land in the media, it pays to be brave. Too often, companies think that simply releasing their news to the media will be enough to secure PR coverage. But it takes a bit more courage – a willingness to ‘put yourself out there’ so journalists take notice.

Much of this is about thinking like a journalist. Journalists seek timely, relevant, and engaging stories that resonate with their audience, and effective PR must reflect the same mindset. A good story goes beyond self-promotion and taps into broader industry trends. It sparks the reader’s curiosity and brings insights that add real value. In a year that promises more media noise, and more AI ‘slop’, stories will need more firepower to cut through and get your message across.

This is especially true in B2B PR. True B2B thought leadership is about daring to tell a story, offering valuable insights, taking a stand, being original and relevant. Simply using the media as a channel to plug a brand, product or service will quickly turn the media off your pitch – and can harm your reputation in the long term.

Taking an approach that shows you understand a journalist’s appetite for news and original opinion builds credibility and likeability, and positions your company as a trusted source of expertise for the long term.

So, when thinking about PR coverage and the stories you want to tell this year, just remember: be relevant, think big, and be brave.

Looking for more PR tips? Read our blog on news hijacking.