Getting to the core of your story is often one of the hardest parts of the PR process, but it essentially just boils down to the principle of “Is this interesting enough for a journalist to feature me, above all others?”.

We can talk about national vs regional with two different perspectives as the landscape within each of these is very different.

WHAT ARE NATIONAL NEWSPAPERS AND MAGAZINES LOOKING FOR?

The remit for national coverage can be as wide as you could imagine. However, as a result, the threshold for coverage is higher - there is no editorial filler in national media, you must provide stimulating and interesting content to be considered and there are never any guarantees when competition is so strong. Stories can come from anywhere and it will often be a stipulation for products, and sometimes services, to be available across the UK via a website or multiple stockists.

WHAT ARE REGIONAL NEWSPAPERS AND MAGAZINES LOOKING FOR?

While they will have much the same criteria as national media, the chances of coverage are higher due to the very nature of there being a lower level of supply. Nationals source stories from all over the UK and the world whereas the regional focus, by definition, is narrowed. Often product based businesses will only be featured if they, or at least one supplier, is located within a media outlet’s designated area. Likewise with service based businesses and business news and features.

However, this doesn’t mean that corners can be cut for the regional press. The same questions and pitch precision still need to be there.

WHAT QUESTIONS DO YOU NEED TO ASK YOURSELF TO FIND YOUR PR HOOK?

What is my brand vision?
What sets me apart from my competition?
What is special about my brand and product/service?
As an impartial observer, what would first stand out to me about the brand?
What are the most interesting parts of the brand’s journey to this stage?
What news do I have to share with the media and its readers?
What do my next six months look like? Do I have a killer PR hook being lined up - news announcement, big contract win, new product launch, celebrity event/endorsement? Should this form the focus of my news release and plan ahead for long lead/short lead accordingly?
What do I want to achieve from coverage?
What aspect of my business to I most want to promote?
Is there someone impartial that could read my press release and give me some feedback?

Split this content into two sections: Your main Press Release containing the relevant story around your hook, giving the journalist the scoop and exciting part, and Editors Notes with a brief bio of you and your brand and all relevant links and credit details to follow.

Remember, no one owes you anything - the quality of your story and how well you communicate it will be what makes the difference.

HOW TO FIND YOUR ANGLE FOR A PR PITCH