Most businesses think they know how PR works: a newsworthy press release is written, sent out to all relevant news desks, and then you wait for the coverage to happen.
Although this is somewhat true, it simplifies a much longer and more complex process, as well as the relationships involved.
The reality of how journalists work is often very different – in ways most people never get to see – and when you understand what’s really happening on the other side of the inbox, your PR instantly becomes far more likely to land.
We’re here to give you a peek behind the red velvet PR curtain!
It’s more than just a press release… It’s a story worth telling
A brilliant press release isn’t an easy task – it’s not something you can whip up without any journalistic writing skill. Despite this, journalists receive hundreds of poorly written press releases every year, which is why it’s so important that your story is told well.
A powerful press release is one with captivating news lines, emotive quotes, and intriguing angles. This will make a journalist pause mid-scroll, and that’s the key.
It’s not about advertising yourself or even your business, it’s about telling a story!
So…are you trying to tell a story? If not, you may want to re-think your angle (or let us do that for you!).
The editorial mindset (and why it matters)
Here’s the truth about PR: journalists aren’t sitting around waiting for your update to land – their inboxes are already overflowing, and their calendars are packed.
So, what captures their interest? Here’s what we’ve found to be the perfect PR recipe:
- Something truly news-worthy
- A clear, instantly understandable angle
- A story with timeliness or relevance
- Human emotion, insight, or data
- Something that moves the conversation forward
The truth about PR that doesn’t land
We’ve spent years building strong relationships with press outlets, and we know that a few small mistakes can land you in the ‘do not open’ folder. But how can this be avoided?
Let’s be honest: not every story is a PR story, and pushing out a release that won’t land only dilutes your impact. The more non-PR worthy stories you push, the less likely you are to be trusted as a good source of news.
One of the advantages of having a PR team in your corner is the ability to know what will land and what won’t. We’ll guide you on what to share and how to shape it.
We help protect your brand’s credibility and your long-term relationship with the media – because that relationship is incredibly important.
Spotting the angle you can’t always see
Sometimes the best stories are hiding in plain sight. Whether it’s a business milestone, a new research result, or a behind-the-scenes moment that outsiders may find fascinating, there are many stories to be told.
Because our PR and Marketing teams work collaboratively, we see the opportunities that businesses often overlook. We spot the threads that can be woven into stories, even when they don’t look like stories at first.
Ready to build PR that truly reflects what journalists want?
At the Inspiration Agency, our years of PR and journalism experience have given us a deep understanding of how journalists think – meaning we can spot the angles and opportunities most brands never see.
If you want 2026 to be the year your brand shows up with clarity and confidence, we’d love to support you.