The CEOs Guide to PR - What makes a good news story?

What makes a great (news) story?


The first question to ask may seem obvious but it’s “Is it really news?”.


Put yourself in the place of the reader... is it something that will add to the life & knowledge of the reader, is it useful? Does it potentially solve a problem? Is it helping the community in some way?


Some ideas to help:


  • Hold a monthly/regular meeting with your department heads to find out what’s going on with them, their department and their staff that might that might turn out to be a good story. Remember it could be something in a staff members personal life that makes a story – such as a sporting or community project / achievement.
  • Task someone with the job of keeping an eye on a good story & news ideas within the company and flagging them. There is always someone in a company who knows what going on and all the gossip - it’s a fun role for them.
  • Remember that great stories can be just as useful for internal PR as for external stakeholders – they can keep everyone feeling involved in the company, brand & help them be great ambassadors for the company.

Good topics are:

  • New products
  • New staff
  • New facilities
  • Charity & community work
  • CSR – Corporate Social Responsibility
  • Events
  • Awards


  • If you are not sure if something is a good story – Google it & see if anyone else has promoted something similar.
  • If you have favourite publications make sure you read through some recent issues and check what types of stories are popular & what format those stories take.