7 Types of Story Ideas Journalists Want From PR Pros

WhatsYourStoryOne of the biggest mistakes made in any conversation is focusing solely on what your needs and concerns are instead of listening to the other person to find out what his or her needs are. You can translate this dynamic to the symbiotic relationship between a PR practitioner and a journalist. A classic mistake made by PR pros in this relationship is focusing on the needs of the brand or client and not paying attention to the specifics needs of individual journalists.

At the recent 4A's Public Relations Forum in New York, Suzanne Vranica, advertising and marketing reporter for the Wall Street Journal; Bob Safian, editor and managing director of Fast Company; and Laura Petrecca, a breaking news reporter for USA Today, shared the kinds of stories that they want PR pros to pitch to them.

1. Consumer insights—data-heavy studies about consumer behavior.

2. Behind-the-scenes details. For instance, details about the meetings behind a merger—what people said and what they ate.

3. Unusual and quirky trends.

4. The "why" of a story, something that shows that the PR pro has done some homework before pitching.

5. Stories about things that don't work, that didn't go as planned.

6. Inside information about how companies reacted to important news.

7. Stories that haven't been seen elsewhere—something that will grab the attention of people hooked on Angry Birds and "Orange Is the New Black."

Follow Steve Goldstein: @SGoldsteinAI

1 Comment


About Steve Goldstein

Steve Goldstein is editorial director of events for Access Intelligence’s PR News brand, which encompasses premium, how-to content, data and competitive intelligence for public relations professionals; PR News Online; PR News conferences, webinars and awards programs; and PR News guidebooks. Previously at AI Steve was editorial director of min, min ’s b2b and minonline as well as managing editor of CableFAX: The Magazine and CableWorld. Before joining Access Intelligence, he was executive editor of World Screen News, and editor of Film/Tape World, which covered film, television and commercial production in the San Francisco Bay Area.

Deals of the Week

Get $200 Off PR News' Digital PR Conference

Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications


In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription


Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.