Every PR professional knows the feeling when a CEO or client sends you a message that starts with: “We need press coverage on this ASAP.” You open the idea, read it, and realize instantly: it’s not newsworthy. At least, not yet.
Now you find yourself in that tricky area of public relations – balancing honesty with diplomacy. Do you say ‘no’ and risk coming off as unhelpful? Or do you pitch it anyway, and risk damaging the trust and relationships you’ve spent years building with journalists?
This is where true PR strategy comes into play. Smart communication isn’t just about grabbing headlines; it’s about knowing when a story is ready to go, when it needs more depth, or if you need to build up the foundation before reaching out to media.
Here’s how to figure out if a story is truly newsworthy, and what to do when it’s not (yet):
Step 1: Start with the “Why” – Not the “What”
When a client says, “Get me coverage,” it might sound like a goal, but it’s really more of an outcome. The real strategic question is why they want that coverage.
Dig deeper with clarifying questions to uncover their intentions:
· What’s the goal? Is it raising awareness, getting followers engaged, or recruitment?
· Who’s the audience, and why should they care?
· What problem does this story solve for your industry or community?
· What message is it sending to customers, your partners, or the public?
By shifting focus from “what” to “why,” you uncover the emotional and strategic core that makes a story matter. Sometimes, these questions even reveal the real story hiding underneath the announcement. Other times, it highlights that the idea simply needs more context before it’s ready for media attention.
That’s not failure; it’s clarity. And clarity is key for strategy.
Step 2: Do Your Homework Before You Say No
When your gut instinct is telling you a story won’t land, resist the urge to shut it down immediately. Instead, turn that intuition into insight.
Do some quick research to back up your gut reaction with data:
· Past media coverage: What kinds of stories have journalists covered in your industry and why?
· Market timing: Is there a cultural or seasonal hook you can align with (holidays, trends, or awareness months)?
· Differentiation: Is your story saying something new or addressing an overlooked need?
When you return with examples, trends, and data, you’re no longer just giving an opinion, you’re offering strategy. That kind of preparation earns credibility and positions you as a trusted communications partner, not a gatekeeper.
Step 3: Find the Impact, Not the Announcement
Here’s the truth: journalists don’t cover announcements, they cover impact. Instead of pushing a standard “we’re launching something” narrative, find the human-interest aspect that can make it into a bigger story.
Try reframing like this:
· Tech update? Focus on how it’s improving accessibility, simplifying workflow, or helping small businesses stay competitive.
· Health or Wellness Partnership? Highlight the emotional impact – how it’s improving quality of life or advancing inclusion.
· Community initiative? Tell the story of how it builds resilience or celebrates shared culture in your city.
When you build your message with human interest and impact, you create an emotional connection that makes the story relatable and newsworthy.
Step 4: Explore Alternate Channels (When It’s Not Quite News Yet)
If a story isn’t press-ready, it can still be valuable – just not through traditional media. That’s where owned and shared media become powerful storytelling tools.
Test the message through your own channels first:
· Publish a blog post sharing the “why” behind the announcement.
· Create a short video or photo series showing behind-the-scenes progress.
· Turn your message into a thought leadership post on LinkedIn to test engagement.
Track the data – engagement rates, shares, comments, and clicks. If the story gains traction, you’ve built the proof points you need to later re-pitch it as earned media.
A “no” from the media today might turn into a “yes” tomorrow, especially when you’ve shown there’s audience interest on your own platforms.
Step 5: Balance Counsel with Collaboration
Sometimes, even after all your research and reasoning, a client or leader still insists on pushing a lackluster story. When that happens, you have three options:
1. Follow through. Do what’s requested, then use the results as a learning opportunity to show what did (or didn’t) work.
2. Reframe the story. Dig deeper to find a creative new angle, emotion, or statistic that gives the idea real value.
3. Redirect. Suggest a stronger story angle that aligns better with audience and media priorities.
Smart communicators know that saying “not yet” isn’t a shutdown – it’s a setup for success. You’re not saying no; you’re saying, “Let’s make it better.”
The Bottom Line: Newsworthiness Takes Strategy
In PR, timing is everything – but alignment is what gets results. A truly newsworthy story lives at the intersection of audience relevance, emotional resonance, and business purpose. So, next time someone asks, “can you get this in the news?” – pause, ask questions, and look deeper. Sometimes the best stories aren’t ready for headlines yet… but they will be, with the right strategy.
At GYC Vegas, we help brands uncover and amplify stories that connect, not just fill inboxes. Whether it’s crafting a media strategy, developing storylines that resonate, or transforming everyday moments into meaningful coverage, we make sure your message gets recognized for all the right reasons. Every company has a story to tell – let’s make yours newsworthy. Fill out our quick questionnaire to get started.