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What’s your angle? Finding the PR story in your business

If you want to get your business quoted in newspapers or online, or featured on TV or radio, you need to have a story good enough to inspire journalists – what you need is an ‘angle'.

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This angle is what makes your story newsworthy. It is often referred to as a ‘hook', because it is this which catches a reader's attention and draws them in to reading the rest of the story. Read the following tips to discover where you might find a winning PR story in your business and improve your press releases.

Put the NEW in NEWs

News, by its very nature, is a report of what is new and current. Something that happened a few weeks ago – or even longer – is not newsworthy.

Be topical

Is there a current news story that you feel you can add comment to? For example, there may be a problem that has been in the news a lot that your company can help to solve. If so, use this as your hook. 

Human interest

Reporters and editors are always on the lookout for stories with a human interest angle because they're popular with readers who like to read about other people. They're usually heart-warming stories, or tales of how someone has overcome something to succeed.

Court controversy

Don't be afraid to be a little bit controversial. For example, you may not agree with what your local politicians are saying and how it affects your business. Be careful with this one though, once your press release is sent out, it's in the public domain and you can't take back any comments you may regret later.

Quirky and unusual

Do you run a farm in a city? Make sculptures out of chocolate? Or perhaps you're the leading dog psychologist in Wales. If you've got a slightly more unusual business story to tell, you can use this to your advantage. It will help to set you apart and is bound to catch the eye of journalists.


We all know that celebrities sell newspapers, but even if you can't get Cheryl Cole to turn up at your event, think about how you can get local celebrities like the Mayor or your local MP involved. If you're aiming for a mention in trade press then backing from a leading figure in your industry can go a long way.

Local angle

For many small businesses, especially those that operate at a local level, getting your name in the local newspaper may be all the press coverage you'll ever need. Not surprisingly, local and regional newspapers are looking for stories with a community slant, so play to this strength.

Members of the Forum can download a free guide to PR or call us on 01565 626 001 for further advice.

To read more about how to get started with marketing and PR for small businesses, click here

There are also 5 key PR questions regularly asked by small business clients and answered here

Last updated 8th June 2016