5 Signs Your Brand Has a Great PR Story
Some brands may think their story isn’t “newsworthy.” The truth is, every brand has angles that journalists want to cover. You just need to recognize them. Here are five signs your brand has a great PR story.
1. You Solve a Problem People Care About
Journalists are drawn to brands that address real challenges. Ask yourself:
Does your product or service make life easier, safer, or more fun?
Does your brand fill a gap in your industry or community?
Example: A home renovation company shares a story about helping a family redesign their home for an aging parent, creating a space where three generations can comfortably live together.
2. You Have a Unique Founder or Team Story
People connect with people. Your founders’ journey can be just as newsworthy as your product:
Overcoming obstacles to start your business
Innovating in a crowded industry
Pursuing a passion that resonates with your audience
Example: A woman-owned outdoor gear company turning a personal love of hiking into an eco-conscious brand.
3. You’re Part of a Trend—or Ahead of One
Being connected to a bigger trend gives your brand context and relevance. Consider:
Sustainability and eco-conscious products
Boutique travel experiences or emerging destinations
Modern family lifestyles or the “new 9-to-5”
Example: The rise of the “after-hours entrepreneur” and the spaces that support them, such as a coworking space features side-hustle founders who started their companies there and later scaled into full-time businesses.
4. You Have Tangible Wins or Accolades
Awards, milestones, or recognition provide credibility and a reason to reach out:
Industry awards
Local or national recognition
Community impact or charitable initiatives
Example: A vineyard winning a regional wine competition or a family brand recognized for innovation in parenting products.
5. You Can Share Experiences or Human Stories
Even products and services have human stories behind them. These narratives are emotional, engaging, and highly shareable.
How customers use your product in real life
Transformative experiences related to your brand
Unique events or experiences tied to your offering
Example: A nonprofit STEM program shares stories of students who built their first robots and later pursued engineering degrees, showing how early exposure changed their career path.
Bottom Line
If any of these signs sound familiar, congratulations—your brand already has PR potential. The key is recognizing your story and packaging it in a way journalists can’t ignore. Great PR isn’t about having the flashiest product—it’s about having a story that resonates with audiences and media alike.