Tag Archive for: Journalism

Why good PR is about spotting opportunities, not waiting for them

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When many businesses think about PR, they often assume it is simply about sending a press release when there is something to announce.

In reality, good PR is far more strategic than that. It is about identifying opportunities, shaping stories and making sure a business stays visible in the media throughout the year.

At Source PR, our role is not just to share news when it happens. It is to constantly look for opportunities to turn everyday updates, initiatives and milestones into stories that journalists will want to cover.

This means balancing two important parts of PR. Creating stories for our clients and responding quickly when relevant media opportunities appear.

Turning everyday updates into media stories

One of the biggest misconceptions about PR is that businesses need a huge announcement before they can speak to the media.

In truth, some of the most successful stories start with updates that businesses might not immediately recognise as news. A local partnership, a community initiative or a development milestone can all become strong stories with the right angle.

For many of our clients, the majority of media coverage comes from ideas developed by our team rather than waiting for an opportunity to appear. By looking at what a business is doing through a PR lens, we can identify angles that are relevant to journalists and their audiences.

For example, a client may simply be supporting a local initiative or charity. While this may feel like a small update internally, positioning it as a story about community investment or local impact can make it highly relevant for regional media and their readers.

A strong local angle often works particularly well, especially with regional publications that are looking for stories that matter to their communities.

Creating PR opportunities through seasonal moments

Another way we keep stories flowing throughout the year is by connecting them to seasonal moments, awareness days and wider trends.

These moments provide a natural hook for a story and allow businesses to join conversations already happening in the media. Whether it is linking an initiative to a national awareness day or building a story around a seasonal theme, these opportunities help keep clients visible across different times of the year.

Of course, many businesses use the same awareness days, so the key is finding a unique angle that makes the story stand out.

Responding quickly to journalist requests

Alongside creating stories, another important part of PR is monitoring opportunities from journalists.

Throughout the working day we regularly check journalist request platforms and media alerts to ensure we do not miss relevant opportunities for our clients. When a request appears that fits a client’s expertise or offering, we respond quickly with a tailored pitch and supporting information.

Because we already have background information and materials prepared for our clients, we are able to move quickly and position them as relevant contributors to the story.

Being able to react quickly is often what helps secure coverage, particularly when journalists are working to tight deadlines.

Why identifying a good story is not always obvious

One of the most valuable roles a PR professional plays is helping businesses understand what actually makes a story interesting to the media.

Often businesses want to promote updates that feel significant internally but are not particularly newsworthy from a media perspective. Installing a new piece of equipment or running a standard promotion might feel important for the business, but if hundreds of other companies are doing the same thing, it is unlikely to stand out as a story.

At the same time, businesses are sometimes sitting on genuinely interesting information that they assume is not worth sharing.

This is where PR experience becomes valuable. By understanding how journalists think and what audiences are interested in, a PR team can identify which updates have real story potential and shape them into something that resonates.

Sometimes it is simply about asking one question. Would the average reader find this interesting or useful?

Building relationships with journalists

Strong media relationships also play an important role in successful PR.

Many of our clients operate in the North West, which means we regularly work with regional publications and journalists who cover the areas our clients operate in. Over time this builds familiarity with the types of stories that work well and the information journalists need.

The same applies to national media. Responding quickly, providing useful information and understanding what journalists are looking for helps build trust and can lead to further opportunities in the future.

A proactive approach to PR

Ultimately, good PR is about being proactive.

It is about constantly looking for the next opportunity, identifying stories that might otherwise be overlooked and ensuring businesses are ready when journalists are searching for sources or case studies.

 

By combining proactive storytelling with reactive media opportunities, PR helps businesses stay visible in the press and part of the wider conversation.

And often, the best stories are the ones businesses did not realise they had in the first place.

Which Degree Is Best For A Career In PR?

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Written by our PR intern and university student Bridie Buckingham…

Most of us understand the pressure of choosing the right degree. It can be stressful figuring out what career path you want to take, and when you add all the possible degree options there are available nowadays – it can become very overwhelming. We all want to pick the right degree for us; one that will give us a head start in our chosen field for sure, but one we know that we will enjoy. However, with multiple routes into the world of PR it can be confusing to know which degree to choose.

PR is a complex industry and there are many aspects to it. So, as you can probably imagine, there are a broad range of degrees for you to choose from that will give you a helping hand when it comes to getting the job you want. I hope that from my experience I can shed some light onto the best options for you if you are thinking about a career in PR and take away some of that stress.

More Arts, Less STEM

You don’t have to have studied PR or marketing, to enter the PR industry. In fact, many people working in PR don’t even have degrees. Having said that, the transition out of education and into the workplace is likely to be easier and less bumpy for those who took subjects focused on communicating. Traditionally, subjects like Politics, History, English, Philosophy and even Foreign Languages tend to produce graduates better suited for PR than those with STEM degrees, for example. Although, given our growing reliance on technology, these degrees still absolutely play an important role in the evolving nature of communications too. If you have a passion for storytelling and communicating, then there’s likely a role in PR for you – no matter your educational background.

Which Degree Is Best For PR?

PR (Public Relations)

With PR degrees, the risk is that – in this fast-evolving industry – the course content can become out-of-date quite quickly. Another risk is that students may enter the workplace only to find that the working reality is VERY different from the theory. This is why I believe that PR work experience or a year in industry is essential for any PR degree. If you’re looking to go down this route, do make sure you look at courses with a placement year. Equally, try and line up lots of work experience either in-agency or in-house whilst studying; most universities will encourage and even assist you with getting relevant experience. If you’d like to learn more about how to gain PR work experience, you can read my blog on this by clicking here.

Arts & Business

Courses like Creative Writing or Art can help students develop their creative and compelling storytelling skills; something that is highly valued in PR. A creative brain produces innovative ideas and can become a highly valuable asset to a team when brainstorming strategies and avoiding repetition. Additionally, anyone who studies a business degree will understand the importance of marketing as a whole. As well as this, they will be masters at forward-thinking and possess great strategic knowledge that provides creatives with the commercial vision they need to improve performance.

Journalism

Journalism courses tend to teach students how to write all styles of articles, edit using multiple programs and curate content for multiple media outlets. They provide a kind of flexibility that other courses struggle to when it comes to specialising. Courses like this also aid in building communicative skills. Experience is also key here, and even PR experience is considered valid for a journalism degree. Many of those who have studied or worked in journalism move over to the PR industry, and their skills are invaluable to our practice.

English Language & Literature

As PR is all about understanding audiences’ behaviour and harnessing creativity, courses like English, Psychology and Journalism may give graduates a head start. English can also be paired with a variety of subjects with many relevant links, so do look into joint-honours degrees. With a BA in English, you will develop excellent written and oral communication skills, making you perfect for PR. Crucially, you’ll also learn to write well. This not only includes proper grammar, sentence structure, and punctuation, it means learning to write in a manner that is engaging and effective. Many courses may focus on writing but none to the extent of an English degree that allows you to hone your skills as a writer and communicator. You’ll also learn to read analytically. Being able to take in information and understand it before reframing this information so it can be understood by others, is a skill that is necessary for a successful career in PR.

At Source PR, our staff hold a mixed bag of degrees, including English Literature, Business & PR and Geography. PR is as about personality, imagination, creation, people skills and application. As long as you have these skills you are sure to succeed, regardless of your choice of university degree. Don’t stress and make sure to explore all your options. Happy hunting!