How a New Zealand PR Agency Determines Newsworthiness

For small businesses in New Zealand, securing media attention can be a game-changer. A well-placed story in a reputable publication can dramatically boost brand visibility, enhance credibility, and position a business as a leader in its field. However, the process of getting media coverage isn’t as simple as sending out a press release. New Zealand public relations agencies are experts at determining whether a story has the right ingredients to capture the media’s attention and generate the kind of buzz that drives brand growth.

Determining the newsworthiness of a story involves applying a series of strategic filters to evaluate its potential. These filters are not just about deciding if the story is interesting but understanding how it will resonate with journalists and the audience they serve. In this piece, we’ll explore how New Zealand PR agencies make these evaluations and what small business owners can learn from these practices.

How a New Zealand PR Agency Determines Newsworthiness

For small businesses in New Zealand, securing media attention can be a game-changer. A well-placed story in a reputable publication can dramatically boost brand visibility, enhance credibility, and position a business as a leader in its field. However, the process of getting media coverage isn’t as simple as sending out a press release. New Zealand public relations agencies are experts at determining whether a story has the right ingredients to capture the media’s attention and generate the kind of buzz that drives brand growth.

Determining the newsworthiness of a story involves applying a series of strategic filters to evaluate its potential. These filters are not just about deciding if the story is interesting but understanding how it will resonate with journalists and the audience they serve. In this piece, we’ll explore how New Zealand PR agencies make these evaluations and what small business owners can learn from these practices.

Assessing Publicity History: A Vital First Step

Before a story can be pitched to the media, a PR agency will assess its publicity history. Has the story been covered before? If so, how recently, and by which outlets? New Zealand’s media landscape is diverse but highly competitive. Journalists are always seeking fresh, exclusive content, and an already-covered story is less likely to grab their attention. For instance, if your business has recently been featured in a major outlet, pitching the same angle to other publications will be difficult.

A public relations strategy must, therefore, dig deeper. If the story has already been told, how can the narrative evolve? This might involve focusing on a different aspect of the business or product, or tying the story into a larger, developing trend. An example could be a company that was recently featured for launching a sustainable product line. To maintain momentum, the follow-up angle could involve how consumer demand for sustainability has led to product innovation within the company, reflecting broader industry changes. By presenting a fresh angle, PR agencies increase the story’s potential to be seen as relevant and timely.

Example: Innovating the Angle for Maximum Impact

Take, for example, a New Zealand-based tech company that recently launched an app to assist in environmental conservation efforts. While the launch garnered some media attention, the agency behind the PR campaign revisited the angle, focusing on how the app’s success had led to real-world environmental changes. Tying the business’s product to measurable impact not only enhanced the brand’s public profile but also refreshed the story enough to warrant additional media coverage.

Understanding Why Stories Fail to Gain Traction

New Zealand public relations agencies also delve into why certain pitches may have been rejected. A story could be declined for a variety of reasons: its timing might clash with competing headlines, it may not seem relevant to the audience of the targeted outlet, or it could lack a compelling news hook. Small businesses should be aware that being turned down by the media doesn’t necessarily mean the story is unimportant—it may simply need refinement.

When a story is declined, PR professionals work to understand the root cause. Perhaps the story was pitched to the media at a time when other major news overshadowed it, or maybe it lacked a specific angle that tied into the journalist’s beat. PR agencies have a deep understanding of what New Zealand media outlets are looking for, and this insight enables them to reshape the narrative for a better fit. For example, a story about a start-up’s success may be re-angled to highlight how it reflects broader economic trends, such as the rise of tech innovation in the post-pandemic economy.

By doing so, PR agencies in New Zealand can help small businesses pivot their stories, giving them another chance at media coverage, often with an even more impactful result.

Authenticity and Relevance: Ensuring the Story Resonates

One of the most significant factors that New Zealand PR agencies consider when evaluating a story is its authenticity and relevance to the brand. Journalists can spot a forced narrative from a mile away, and they are unlikely to pursue a story that feels contrived or irrelevant. For small businesses, it’s essential that their brand identity is at the core of any story pitched to the media.

A strong PR agency will look for ways to naturally integrate the business’s involvement into the story. This could mean highlighting the company’s values, showcasing a unique product, or linking the business’s mission to a current issue affecting the industry. For instance, a small New Zealand company specializing in organic skincare products could gain media attention by tying its efforts to broader conversations about sustainability in beauty and wellness. The key is to ensure that the connection between the business and the story feels seamless, offering the journalist a narrative that makes sense within the wider news ecosystem.

Quote from a PR Expert

As Mark Devlin, a public relations consultant in Auckland, explains: “Journalists are flooded with stories, so your pitch has to stand out in a meaningful way. We often advise small businesses to think about how their story fits into the bigger picture. Is it relevant? Is it timely? And most importantly, does it reflect your brand authentically? That authenticity is what sets a great story apart from one that’s easily dismissed.”

The Importance of a Fresh News Hook

At the heart of every newsworthy story is a fresh, compelling news hook. A story needs to offer something new—whether it’s a breakthrough product, a novel approach to an old problem, or a trend that taps into current cultural or economic shifts. Without this hook, even the best-written press release is likely to fall flat.

For small businesses, developing a hook that captures attention can be challenging but essential. In New Zealand, media outlets are keenly interested in stories that reflect the country’s unique culture and market trends. Tying a business’s story to these trends not only increases the chance of media coverage but also positions the company as a leader in its industry. For instance, a small ethical fashion business could highlight how it is responding to growing consumer demand for sustainable practices, tapping into a broader societal shift towards conscious consumerism.

By crafting a news hook that is timely and relevant, PR agencies in New Zealand help businesses stay ahead of the curve and attract media attention that supports long-term brand growth.

Award Wins: Contextualising Success in a Broader Narrative

Winning an award is a significant achievement for any business, but New Zealand public relations agencies understand that it’s not always enough to make headlines. Award wins, while important, are often viewed as self-promotional and lack the broader relevance that journalists seek. To make an award story newsworthy, PR professionals weave it into a larger narrative that ties the success to industry trends, consumer demands, or significant milestones.

For example, if a small business wins an innovation award for a cutting-edge product, the PR agency might shift the focus to how this innovation is setting a new standard in the industry. This approach ensures that the award serves as a supporting detail within a broader, more engaging story.

Example: Crafting a Story Around an Award Win

Consider a New Zealand-based software company that recently won a prestigious innovation award. Instead of solely promoting the win, the PR team framed the award as part of a larger story about how the company’s software is revolutionising the way small businesses manage inventory in the post-COVID era. By placing the award in the context of broader industry challenges and solutions, the story became relevant to a larger audience, thus increasing its newsworthiness.

Aligning Public Relations with Broader Brand Management Strategies

Public relations is not a standalone effort but part of a larger brand management strategy. For small businesses, this means ensuring that every PR campaign aligns with broader marketing initiatives and reflects the company’s long-term goals. New Zealand PR agencies excel at creating integrated campaigns that ensure a consistent message across all platforms, from media relations to digital marketing and social media.

The goal is not just to secure a one-time feature in a newspaper but to build a sustained public presence that reinforces the brand’s identity and values. This integrated approach helps small businesses build a strong foundation for long-term growth, using media attention as one of many tools in their overall marketing strategy.

Final Thoughts: The Power of Strategic PR in New Zealand

In today’s competitive media landscape, securing coverage for small businesses requires more than just having a good story. It requires a strategic approach that considers newsworthiness, timing, authenticity, and alignment with broader brand management objectives. New Zealand PR agencies play a crucial role in helping businesses navigate these challenges, ensuring that their stories not only reach the right audiences but also contribute to their long-term success.

By applying these principles, small businesses can enhance their media visibility, strengthen their brand positioning, and ultimately achieve greater recognition in their industry. Through careful planning, creativity, and a deep understanding of the media landscape, PR professionals in New Zealand help brands tell their stories in ways that matter most.

Additional Insights for Small Business Owners

For small business owners, partnering with a New Zealand public relations agency can be the key to unlocking media success. A professional PR team not only helps shape your brand’s story but also ensures that your business remains top of mind for journalists and consumers alike. Investing in strategic public relations is investing in the future of your brand.

By building long-term media relationships, maintaining authenticity, and crafting stories that resonate with the ever-evolving media landscape, small businesses can position themselves for sustainable growth and ongoing brand success.