Media attention is harder to earn than ever. Journalists are time-poor, audiences are sceptical, and the bar for what gets covered keeps rising. A polished press release or a jargon-heavy puff piece won’t cut it.
What gets noticed now are stories that feel grounded, relevant, and real. For purpose-driven organisations, that’s an opportunity – not a barrier. You likely already have stories worth telling. The key is how you shape and share them.
What journalists are actually looking for
Editors aren’t interested in brand updates dressed up as news. They want stories that offer:
- A fresh perspective — something only your organisation can speak to
- A human angle — real people, real voices, real stakes
- Credible evidence — data, case studies, outcomes and impact that can be verified
- Relevance — why this story matters now
If your story can deliver on those four fronts, you’re already ahead of the pack.
Why emotion and evidence work better together
Stories that resonate emotionally are powerful, but they need substance to stick. Journalists are looking for more than sentiment. They want stories that invite reflection, spark conversation, and stand up to scrutiny.
That’s where Beliefonomics comes in. It’s a proprietary framework developed by ImpactInstitute for shaping belief through storytelling that’s both purposeful and provable. When you combine emotional connection with credible facts, you create a narrative that’s not only compelling, it’s trustworthy.
Case in Point: National Growth Areas Alliance (NGAA)
When we worked with NGAA, the goal wasn’t just to present statistics. It was to show how those numbers played out in people’s lives.
We partnered with communities to gather original research, then used that data to highlight how issues like equity and opportunity are experienced in outer-suburban areas.
The result was a story that felt both urgent and authentic — grounded in lived experience, backed by evidence, and powerful enough to influence policy. That’s the kind of story media outlets want to run.
To date, our campaign has secured 1,000+ items of coverage with potential reach of 76 million.
How to avoid the puff piece trap
It’s easy to fall into the trap of writing what sounds good to your brand. But the most effective media stories don’t sound like marketing — they sound like truth.
Common pitfalls:
- Relying on vague descriptors like “innovative” or “game-changing”
- Leading with brand messaging instead of human impact
- Skipping the proof — no data, no outcomes, no real-world context or impact.
What to do instead:
- Use real voices — customers, employees, community members
- Show, don’t tell — use case studies, outcomes and proven impact to support your claims
- Focus on clarity and credibility over polish
Make your story easy to engage with
Even the best story can be overlooked if it’s hard to follow. Structure matters. Think about how your audience consumes content: they scan, they search, they want answers fast.
Here’s how to make your story easier to engage with:
- Use clear subheadings that guide the reader
- Break up dense text with bullet points or short paragraphs
- Include FAQs or step-by-step sections to address common questions
- Keep the tone conversational and accessible
FAQ: Telling stories that get picked up
How do I know if my story is media-worthy?
Ask yourself:
- What are we saying that others aren’t?
- Why does this matter right now?
- Can we prove it?
What’s the biggest mistake organisations make?
Trying to sound impressive instead of being honest.
How do I make my story more engaging?
Focus on people, not just programs. Use data to support — not dominate — the narrative. And always aim for clarity over cleverness.
Final Thought: Tell the story only you can tell
The most powerful media stories don’t rely on spin. They’re grounded in truth, shaped by purpose, and supported by evidence.
So before you pitch, pause and ask:
- Is this story authentic?
- Is it timely?
- Is it something only we can tell?
If the answer is yes, you’re not just avoiding the puff piece — you’re telling a story that matters.