Why communicating ‘value’ is key to PR success
Many marketing teams approach PR by focusing on what they do: press releases, media outreach, social amplification. But here’s the thing - journalists and audiences don’t care about your activities. They care about the value behind them. If your internal team wants to maximise its PR impact, shifting from a service mindset to a value-driven approach is essential.
Why ‘value’ matters
Journalists are inundated with pitches every day. What makes yours stand out is the story behind it. That means addressing the ‘So, what?’ factor. So… what will make your story leap out from the screens of journalists reading it and make them want to publish it?
It is about being ‘relevant.’ In other words, how does your news solve a problem, spark conversation, or provide insight? Adding value is about sharing and informing, not selling. It’s about understanding the pain points of your market and providing meaningful solutions or perspectives. The difference is subtle but powerful.
This approach is especially important at a time when budgets are tight and buyers are more selective and risk-averse. When your team understands this, PR becomes less about ‘coverage’ and more about influence - influence over perceptions and buying decisions.
Common press pitching mistakes made by in-house marketing teams
An all-too familiar frustration faced by many businesses is the lack of media take up for their stories. To me, as someone who has operated in the media for 30 years, the reason tends to be because the business issuing the press release has made the story all about them.
This is the wrong approach to take and leaves the journalist asking ‘Why should I care?’ That can damage that business’s reputation and weaken their chances of any future stories being published.
So, instead of saying, “We’re announcing a new product,”
try framing it as, “This product addresses a growing challenge in X industry.” Or, something like, “This product helps businesses reduce their hiring costs by 20% by streamlining the recruitment process - giving them a critical advantage in today’s economic climate.”
Put another way, consider the impact of your story on the market, community, or the end user.
how to make the shift to a Value-first approach that boosts media success rates
Start with the audience: Who are you trying to reach, and what matters to them?
Ask ‘So what?’ for every story: If your news doesn’t answer this question within your own team, it’s not ready for media.
Focus on insights, not just information: Share data (ideally your own), trends, and expert commentary that adds depth.
Think like a journalist: What’s the headline? What’s the hook? Why now?
Training your team to adopt this mindset transforms PR from a tactical exercise into a strategic asset. We can teach you this skill and in doing so enable you to turn your current PR activity from being a tick-box exercise into a vital driver of brand authority that boosts organisational perception, influence, and yes - bottom line results!
At MarComs People, we train internal teams to think strategically, pitch effectively, and build media relationships that last. Check out our PR Training & Coaching service today.