Many companies view PR through a very simple lens: we have information, so we send a press release. The issue is that for the media, information alone is rarely a compelling reason to publish.
Journalists are looking above all for stories and context, something that highlights a broader trend, a shift in the market, or an intriguing expert perspective. That is why great PR campaigns often begin not with a finished press release, but with the question, “what about this story is truly interesting to the audience?”.
An insight can stem from market observations, a company’s customer experience, sales data, or changing consumer habits. Only once you find the right angle can you build a media-worthy topic around it, whether as an expert article, market commentary, or a data-driven piece.
In practice, this requires a shift in approach. Rather than asking “what do we want to communicate?”, it pays to start with “what in our story will actually matter to journalists and their readers?”. It is precisely this mindset that encourages journalists to publish content that builds brand awareness and reinforces an authoritative reputation.