How to make headline news for your business

    Making headline news for your business is an effective way to help your brand stand out from your competitors.

    For corporations, CEOs, and executives, securing news headlines is just one of the aims of a targeted, well-crafted PR strategy to help boost your brand’s visibility and credibility.

    However, breaking through all the noise and capturing the attention of journalists, chiefs of staff, producers, and news directors can be a daunting task if you don’t know how the media works or don’t know who to pitch to, to have your story told in mainstream media.


    How to make headline news

    Your goal as a businessperson is to build your brand and reputation, to grow your business, and ultimately, to boost your bottom line.

    PR, or public relations, is about getting your story in the media, to make headline news, and generate free media coverage.

    To make headline news for your business, there are number of things you need to be aware of. They include:

    How to develop a compelling narrative

    One of the first steps in making headline news is to have a compelling narrative that connects with your target audience.

    Journalists are always on the lookout for stories that captivate their readers. Whether it’s a groundbreaking product launch, a unique corporate initiative, new research, or an inspiring success story, your narrative should evoke emotion and intrigue.

    What makes a story newsworthy

    Journalists are selective about the stories they cover. To increase your chance of making headline news, make sure your story is newsworthy and relevant to that reporter’s media outlet.

    Your story could be tied to current trends, industry advancements, or responding to a pressing issue as a thought leader for your industry. Ask yourself: Why would people care about this? If your story has a broad impact or relevance, it is more likely to catch the attention of journalists.

    Leisa Goddard, Founder and Managing Director of Adoni Media, said: “What is interesting outside of your office, when you’re talking to people at the school gate, when you’re talking to people at dinner parties, when you’re talking to people at barbecues? We call that the water cooler test.

    “If you and your colleagues are talking about an incident or a story around the water cooler, chances are it could be of interest to the media,” she said.

    Why media relations is important

    Establishing or nurturing relationships with journalists is crucial.

    Reporters often rely on trusted sources for stories, and building a rapport with key media contacts can increase the likelihood of your business being featured. Attend industry events, engage with journalists on social media, and offer yourself up as an expert commentator or thought leader to comment on news in your industry.

    How to leverage social media

    We all know how powerful social media is for amplifying your message.

    Use platforms such as LinkedIn, X, Facebook, and Instagram to share updates, engage with your audience, and showcase your company’s achievements. Journalists often monitor social media for trending topics and potential stories, making it an excellent avenue to grab their attention.

    How to create a media kit

    Visual elements can significantly enhance the appeal of your story.

    Invest in high-quality visuals, such as videos, infographics, or engaging images, to accompany your press releases. These are attached to the bottom of press releases and are called a media kit.

    Multimedia content increases the likelihood of your story being picked up by journalists as it provides additional assets to any written information you send to reporters.

    Timing is everything

    The timing of your media release can also have an impact on its success.

    Consider the news cycle and industry events when planning your announcement. Avoid major holidays or events that might overshadow your news. Aim for times when journalists are more likely to have room for new stories, increasing your chances of making the headlines.

    “Knowing how newsrooms operate and when is the best time to contact journalists, chiefs of staff, and producers is also crucial. For example, you don’t want to call ten minutes before their bulletin is about to go to air as they are often rushing to deadline and don’t have the capacity to answer your call, let alone listen to your pitch,” Ms Goddard said.

    How to write a media release

    While traditional media releases are a staple in pitching to journalists, it is crucial to know how to use them effectively.

    Craft a concise, attention-grabbing headline and lead with the most important information. Clearly articulate the significance of your announcement and provide relevant details. Include quotes from key stakeholders to add a human touch to your story.

    Be responsive and accessible

    Once your story gains traction, be prepared to respond promptly to media enquiries.

    Journalists work on tight deadlines, and a quick response can make the difference in having your story covered. Ensure that key spokespeople are accessible for interviews and provide additional information as needed.

    Making headline news for your business requires a combination of strategic planning, compelling storytelling, and effective media management. Engaging a PR agency is also a smart business decision as they are media and PR experts who work to secure coverage that promotes and protects your brand and reputation. Through their media contacts and media know-how, they can more easily navigate the media landscape to seize opportunities to showcase your business to the world.

    At Adoni Media, we have been delivering proven results for our clients since 2012, helping to raise awareness for corporates, leading charities, organisations specialising in property, health, hospitality, entertainment, the arts, resources, aviation, education, tourism, transport, manufacturing, e-commerce, and government entities.

    To discover how our expert team can elevate your PR goals today: