How to turn internal insights into stories that earn trust and media attention
If your brand message isn’t earning trust, it’s just noise
Purpose-driven organisations face a critical challenge: how to tell stories that don’t just sound good — but do good.
Leaders know the pressure to show impact is rising. But visibility without authenticity is a short-term win with long-term risk.
When you tell stories grounded in real change — not just clever positioning — you don’t just earn attention. You earn trust. And when your brand message is backed by evidence and delivered with clarity, it becomes more than communication — it becomes influence.
Know this but need more? Book a media training workshop.
The integrity gap in media storytelling
Let’s start with a question: why should we care how stories are told in the media?
Because stories shape perception. And perception shapes trust, reputation, and influence.
Your brand message isn’t just what you say — it’s how you say it, and the evidence behind it.
It’s the thread that connects your purpose to your audience. But that clarity often gets lost when communicating externally — especially through media.
Take the recent “refuel anxiety” frenzy covered in the video below. Major networks ran with the story, complete with live crosses and expert commentary. But the research? It came from a UK used car company. The goal wasn’t insight. It was sales. This is the tension many organisations face: the desire for visibility versus the need for authenticity.
What makes a story media-worthy
The media isn’t looking for marketing copy. They’re looking for stories that:
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- Are timely and relevant
- Offer tension or insight
- Are backed by evidence
- Connect to broader societal themes
Examples:
- A property developer talking about “community” isn’t newsworthy — but showing how green spaces reduced social isolation during lockdowns is.
- A bank saying it supports small businesses is expected — but revealing how its lending program helped 500 migrant-owned businesses survive a downturn? That’s a story.
The difference lies in the depth — and the data.
Your impact data is a storytelling goldmine
Traditionally, organisations lean on external market research to generate media hooks. But your most powerful stories may already be inside your organisation.
Impact research — when done well — turns internal data into narrative gold.
It’s not just about what you do, but what changes because of it.
Sector examples:
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- Retail: Instead of saying “we support local suppliers,” show how procurement created 120 jobs in regional NSW and reduced transport emissions by 30%.
- Education: Don’t just say “we’re inclusive” — share how your scholarship program increased tertiary access for First Nations students by 40%.
- Health: Move beyond “we care for patients” — tell the story of how your telehealth rollout improved access for remote communities, backed by usage and outcome data.
These stories are real. And they’re sitting in your impact reports, stakeholder interviews, and program evaluations — waiting to be told.
Translating brand message into media impact
Here’s a practical framework to move from brand messaging to media-ready storytelling:
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- Start with the ‘so what?’
Why does this matter now, and to whom? - Anchor in evidence
Use impact data to validate your claims. - Humanise it
Bring in real voices: employees, community members, beneficiaries. - Connect to context
Link your story to broader trends: climate, equity, wellbeing, innovation.
- Start with the ‘so what?’
Example:
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- A logistics company might share how its new routing system reduced fuel use — but the real story is how that contributes to national net-zero goals.
- A university might highlight its research outputs — but the story is how that research is helping local councils adapt to climate risk.
The goal is to move from brand messaging to brand meaning — and from outputs to outcomes.
Getting started with impact measurement
Not every organisation is ready for a robust impact framework — and that’s okay. The most important thing is to start.
Four practical ways to begin:
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- Academic literature reviews
Understand what’s already known in your sector — and where your work fits in. - Theory of change development
Map how your products or services improve lives. - Stakeholder consultation
Add the human element to your story — from employees to end users. - Data analysis and visualisation
Turn internal data into clear, compelling visuals that anyone can understand.
- Academic literature reviews
Why media training matters
Even the best story can fall flat if it’s not delivered well. That’s why media training is essential — especially for spokespeople who represent your brand.
Well-trained spokespeople become informed thought leaders — not just messengers.
This builds:
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- Credibility — because they speak from experience
- Buy-in — because they’ve helped shape the story
- Competitive advantage — because they’re trusted voices in the market
Stats that matter:
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- 60% of decision-makers say they’re willing to pay a premium to work with companies that demonstrate strong thought leadership.
- 53% say it directly influences their purchasing decisions.
- 75% say it has led them to explore products or services they weren’t previously considering.
Let’s keep telling stories that matter
If you’re ready to uncover the stories hiding in your impact data — or want support translating your brand message for media — we’d love to help. Reach out directly.