10 top story ideas
Every organisation is different but there are common types of stories that come up and which appeal to the press. Most of these examples were used to publicise a church in the Westcountry but can be applied to charities, businesses and other organisations. Here are a few of them:
1. A new twist on an old idea
Changing something that you do regularly can attract attention.
This baptism in a busy shopping centre was appealing to the press as it's unusual (see spotting a story) and gained some nice publicity for the church. Are you a business which has started selling something unusual? Are you a council department which is making an unusual appeal? |
|
2. A celebration
|
A landmark or a birthday is an easy story - such as a church's 80th birthday (left). Local papers love history so a shot of the original building was dug out and a new picture was taken from a similar angle.
If you're a business - how about publicising a big new contract or jobs being created? |
3. Funny stories

Organisations doing the unexpected is news
No-one wants to be the laughing stock but quirky stories are irresistible to a journalist and are probably the ones most likely to go national.
Ask yourself, what will we gain from this coverage before embarking on it?
In this case, it was seen as quirky that a church was showing football instead of having a service. Of course, it attracted a good crowd on Sunday morning.
Ask yourself, what will we gain from this coverage before embarking on it?
In this case, it was seen as quirky that a church was showing football instead of having a service. Of course, it attracted a good crowd on Sunday morning.
4. A new arrival
A new chief executive, a new local policeman or even a new toilet can make the news in some towns. A short press release and photo can be a great way to gain attention.
It's important to highlight what is 'unusual' about your new arrival. Perhaps your chief executive cycles to work on a unicycle? Maybe your new policeman is returning to his home town after many years away? It doesn't need to be wacky, just something which makes a story more personal.
It's important to highlight what is 'unusual' about your new arrival. Perhaps your chief executive cycles to work on a unicycle? Maybe your new policeman is returning to his home town after many years away? It doesn't need to be wacky, just something which makes a story more personal.
5. Breaking a stereotype
|
Teenagers regularly get a bad press so a story about them doing something positive is often newsworthy (such as raising money through a sponsored sleepover - left).
Similarly an older person being very active is unusual so is newsworthy. |
6. A celebrity visitor

I pity the fool who doesn't use the press
A celebrity visitor isn't everything, unless it's the Pope or Bono (or Mr T).
However, it's certainly worth letting your local paper know if have a special visitor, or if you had a celebrity customer come through your doors.
Just don't expect a front page and make sure they're happy for you to seek publicity.
However, it's certainly worth letting your local paper know if have a special visitor, or if you had a celebrity customer come through your doors.
Just don't expect a front page and make sure they're happy for you to seek publicity.
7. Human interest
People make stories.
Are there three generations of the same family working for your company? Has one of your supporters reached a 20 year milestone of volunteering?
Are there three generations of the same family working for your company? Has one of your supporters reached a 20 year milestone of volunteering?
8. Bricks and mortar
Stories about your organisation's building may carry a local historical interest.
Has a new plaque been discovered during building work? Have peregrine falcons appeared in your roof space?
A minor warning though...if you're planning building work there's often at least one person locally who is opposed to it and your positive story could become negative.
Has a new plaque been discovered during building work? Have peregrine falcons appeared in your roof space?
A minor warning though...if you're planning building work there's often at least one person locally who is opposed to it and your positive story could become negative.
9. A sponsored cycle / charity fundraiser

Sponsored cycles are common - so be creative
An employee going from Lands End to John O'Groats on a bicycle to raise money for a local charity is not exactly original or unusual.
However, you can increase your chances by making yours slightly different. Could you pick a start and end point with a local significance? Or is there a human interest behind the fundraising like there is with this story from Bristol?
However, you can increase your chances by making yours slightly different. Could you pick a start and end point with a local significance? Or is there a human interest behind the fundraising like there is with this story from Bristol?
10. A controversial comment
And finally...a word of warning.
If you wade into a debate on politics, ethics or morality then you will face the same kind of scrutiny that you would expect journalists to give to anyone else in a position of authority.
However, if you send out inoffensive, uncontroversial fluff (like most of the stories in the previous nine examples) then you are very unlikely to face any criticism, questioning or bad publicity.
If you are worried that your 'good news' will be twisted, take a look at your story in light of what makes a story and ask yourself if the most interesting 'angle' on your story is a positive one.
If you wade into a debate on politics, ethics or morality then you will face the same kind of scrutiny that you would expect journalists to give to anyone else in a position of authority.
However, if you send out inoffensive, uncontroversial fluff (like most of the stories in the previous nine examples) then you are very unlikely to face any criticism, questioning or bad publicity.
If you are worried that your 'good news' will be twisted, take a look at your story in light of what makes a story and ask yourself if the most interesting 'angle' on your story is a positive one.