How to Create a PR Story Journalists Will Actually Want to Cover

A strong PR story for journalists is not simply an announcement about your company. It is a story that gives journalists a clear reason to believe their readers will care.

For startups and SMEs in Singapore, this distinction matters. A company can have an impressive product, strong growth, or an exciting new partnership, but that does not automatically make it newsworthy. Journalists need a clear story angle, relevant information, and a reason the story matters beyond the business itself.

The simplest way to think about it is:

Company news + relevance + context + a human or industry angle = a stronger PR story.

If your pitch only answers “What did our company do?”, it may sound promotional. If it also answers “Why does this matter now, and why should people care?”, you have a much stronger foundation for media coverage.

What Is a PR Story for Journalists?

A PR story for journalists is a company-related story packaged around information that is relevant to a publication’s audience.

It could be based on:

• A major business milestone

• A new product or service

• Founder expertise

• Customer or market data

• An industry trend

• A business expansion

• A funding round

• A partnership

• An unusual founder journey

• A problem the company is helping solve

• A new development affecting consumers or businesses

The important part is that the company should support the story, rather than become the entire story.

For example:

Weak PR angle:

“Singapore startup launches a new productivity app.”

Stronger PR angle:

“Why Singapore SMEs Are Looking for Simpler Ways to Reduce Administrative Work.”

The second angle gives the journalist a broader topic. The startup can then become part of that conversation.

What Makes a PR Story Newsworthy?

Before pitching a story, ask whether it has at least one of these qualities.

Timeliness

Is something happening now?

A new launch, funding announcement, market expansion, event, regulation, or industry development can give your story a clear reason to be covered today.

Relevance

Does the story matter to the publication’s readers?

A fintech company should consider financial trends, consumer behaviour, investment, payments, or business finance rather than simply talking about its own product.

Data

Do you have numbers that reveal something interesting?

Data can make a story more concrete and credible.

Human Interest

Is there a founder, customer, employee, or community story behind the business?

People are often more interested in the human reason behind a company than a corporate announcement.

Industry Impact

Does the development say something about a larger market?

For example, a startup entering Indonesia could potentially become a story about how Singapore companies are expanding across Southeast Asia.

Expertise

Can the Founder provide useful commentary?

A company can become a source of expert insight instead of simply promoting its own services.

Start With the Reader, Not the Company

One of the most common mistakes businesses make is starting with their own perspective.

They ask:

“What do we want to announce?”

Journalists are more likely to think:

“Why would my readers care?”

These are very different questions.

Before developing your PR story, identify the target audience of the publication.

For example, a Singapore business publication may be interested in:

• Entrepreneurship

• Funding

• Business growth

• Leadership

• Technology

• Market trends

• Investment

• The SME ecosystem

A lifestyle publication may be more interested in:

• Consumer behaviour

• New experiences

• Wellness

• Beauty

• Food

• Fashion

• Founder stories

The same company can potentially have multiple stories depending on the publication.

Use the “So What?” Test

A useful way to test a PR story is to ask “So what?” several times.

For example:

Announcement:

“Our company has opened a new Singapore office.”

So what?

It allows the company to expand its local operations.

So what?

The company expects demand from Singapore customers to increase.

So what?

The development reflects a broader increase in demand for the company’s category.

Now you may have a bigger story.

The goal is not to make the story sound more dramatic. It is to uncover the actual relevance behind the announcement.

Build Your Story Around One Clear Angle

A common mistake is trying to put everything into one pitch.

A single email might mention:

• Funding

• New product

• New office

• Founder background

• Awards

• Partnership

• Customer growth

• Five different company achievements

This can make the story difficult to understand.

Instead, choose one primary angle.

For example:

Angle 1: Business Growth

“Singapore startup expands into Malaysia after strong local growth.”

Angle 2: Industry Trend

“Why SMEs are increasing their spending on business automation.”

Angle 3: Founder Story

“From corporate career to building a Singapore startup.”

Angle 4: Consumer Trend

“What changing consumer behaviour means for Singapore beauty brands.”

The same company can have different PR stories throughout the year.

Turn Company Milestones Into Stories

Your company milestone is often the raw material.

Your PR story is what you build around it.

Company Milestone	Possible PR Story
Funding round	What investors see in the industry
New product	The customer problem behind the product
Market expansion	Why Singapore businesses are expanding regionally
Customer growth	Changing demand in the market
Partnership	How the industry is evolving
New Founder	Leadership or entrepreneurship story
Award	What the recognition says about the sector
New research	Data revealing a consumer or business trend

This is why a PR agency can add value even when a company already has plenty of news.

The challenge is often not finding something to say.

It is finding the right way to say it.

Give Journalists Something They Can Actually Use

A journalist should not have to dig through your website to understand the story.

When pitching a PR story, provide useful information such as:

A clear headline

The journalist should immediately understand what the story is about.

A short explanation

Explain what happened and why it matters.

Relevant data

Include statistics, research, customer insights, or company figures where appropriate.

A credible spokesperson

Identify who can provide commentary.

Supporting material

Depending on the story, this may include images, research, product information, Founder background, or company facts.

The goal is to make the journalist’s job easier without trying to write the entire article for them.

Make Your Founder Useful to the Story

Founder Profiling can be especially effective when the Founder has something meaningful to contribute.

Instead of saying:

“Our Founder is an experienced entrepreneur.”

Show what the Founder can actually explain.

For example:

“Our Founder can comment on why Singapore SMEs are struggling to adopt new technology despite increasing demand for automation.”

That gives the journalist a reason to speak to the Founder.

A strong Founder should be positioned as a source of insight, not simply the person promoting the company.

Use Data to Strengthen Your PR Story

Data can transform a general statement into a stronger media angle.

Instead of:

“Consumers are becoming more interested in sustainable products.”

Consider:

“Our customer data shows a 35% increase in searches for sustainable products over the past 12 months.”

The second statement gives journalists something concrete.

Of course, data should be accurate, clearly defined, and able to withstand scrutiny.

If your company does not have proprietary data, you can also reference credible industry research and then provide your company’s perspective on it.

Don’t Make the Story Too Promotional

This is one of the biggest differences between PR and advertising.

Advertising asks people to buy.

PR needs to give people a reason to read.

Avoid filling your pitch with:

• “Best-in-class”

• “Revolutionary”

• “Game-changing”

• “Leading”

• “Unparalleled”

• “World-class”

Unless these claims are supported by credible evidence, they often make a story sound like marketing copy.

Instead, focus on facts.

What happened?

Why now?

Who is affected?

What does the Founder know?

What can readers learn?

Those questions will usually lead to a stronger story.

Match the Story to the Right Media

Even a good PR story may not be relevant to every publication.

Think about the publication before pitching.

For example:

Story	Potential Media Direction
Funding	Business / Finance
AI product	Technology / Business
New restaurant	Lifestyle / Food
Founder journey	Business / Lifestyle
Consumer trend	Lifestyle / Consumer
Investment insights	Finance / Business
Beauty trend	Beauty / Lifestyle

The goal is not to send your story to as many journalists as possible.

It is to find the journalists and publications where the story makes sense.

For Singapore startups, this can include business, finance, technology, lifestyle, industry-specific, and mainstream media depending on the story.

A Simple PR Story Formula

If you are struggling to develop an angle, use this formula:

What happened + Why now + Why it matters + Who can explain it

For example:

What happened: A Singapore fintech startup launched a new SME payment platform.

Why now: SMEs are increasingly adopting digital payment tools.

Why it matters: Smaller businesses are looking for ways to simplify payment management.

Who can explain it: The Founder can comment on how SME payment behaviour is changing.

That gives you a much stronger starting point than:

“We launched a new product. Please feature us.”

Example: Turning a Weak Pitch Into a Stronger Story

Weak:

“XYZ Startup is excited to announce the launch of its new platform.”

This focuses entirely on the company.

Better:

“Singapore SMEs are increasingly looking for simpler ways to manage their operations as digital tools become more accessible.”

Now the company can enter the conversation as an example or expert source.

Stronger:

“Singapore SMEs are adopting more digital tools, but many still struggle to connect different systems. XYZ Startup’s Founder explains what businesses should consider before investing in new technology.”

Now there is:

• A market issue

• A relevant audience

• A Founder expert

• A company connection

• A reason to interview the spokesperson

That is much closer to a PR story journalists can actually use.

How Saltine Communications Develops PR Stories for Startups

For many startups and SMEs, the difficult part of PR is not having news.

It is knowing which part of the news is worth pitching.

Saltine Communications works with Singapore startups, SMEs, Founders, fintech businesses, professional services companies, and growth-stage brands to identify relevant media angles and turn business developments into stories.

The focus is practical: understand the business, identify the strongest angle, match it with relevant media, and develop the story around what readers are likely to care about.

Saltine’s work includes media coverage, Founder Profiling, business storytelling, strategic media outreach, and Guaranteed Media Features.

For example, the TIW Capital Group PR Campaign connected the company to Singapore’s venture funding landscape, creating a broader business story rather than relying only on corporate promotion.

The Madly Gems PR Campaign also demonstrates how a brand can build a story around ethical luxury and craftsmanship, giving the media a broader topic to explore.

Similarly, the Mondays Made PR Campaign used brand purpose as part of its broader media positioning.

These examples show why PR storytelling is important: the strongest media story is rarely just the company’s announcement.

Do You Need a PR Agency to Create a Strong Story?

Not necessarily.

A startup Founder or marketing team can develop a strong PR story internally if they understand their audience, industry, and news value.

However, an experienced PR agency can provide an external perspective.

This can be useful because companies naturally see their own achievements from the inside.

A PR consultant can ask:

• What is actually newsworthy here?

• What would a journalist care about?

• Which publication would fit this story?

• Should we focus on the company or the Founder?

• Is there a stronger industry angle?

• What evidence can support the story?

For companies that want guaranteed media outcomes rather than a traditional retainer model, Saltine offers Guaranteed Media Features starting from S$800 per feature.

Most brands typically take a minimum of five media features for a campaign.

Frequently Asked Questions

What is a PR story for journalists?

A PR story for journalists is a company-related story presented around a relevant topic, trend, issue, milestone, or insight that matters to the publication’s audience.

What makes a PR story newsworthy?

Timeliness, relevance, data, human interest, industry impact, and credible expertise can all contribute to newsworthiness.

How do I pitch a story to a journalist?

Start with a clear angle, explain why the story matters now, provide useful supporting information, and identify a credible spokesperson. Keep the pitch concise and relevant to the journalist’s publication.

Should a PR story focus on the company?

Not necessarily. The company can be part of a larger industry, consumer, Founder, or market story. In many cases, a broader angle makes the story more relevant.

How long should a PR pitch be?

A pitch should generally be concise enough for a journalist to understand the story quickly. Lead with the strongest angle instead of giving a long company history.

Can startups get media coverage without a big PR budget?

Yes. Smaller companies can still generate media interest when they have a relevant story, useful data, strong Founder expertise, or a timely development.

What does a PR agency do with a company story?

A PR agency can help identify the strongest angle, develop the narrative, position the Founder or spokesperson, identify relevant media, and conduct outreach.

Final Thoughts

Creating a PR story journalists will actually want to cover starts with changing the question.

Don’t ask:

“How can we get journalists to write about our company?”

Ask:

“What can our company contribute to a story that people already care about?”

That shift can completely change your PR approach.

A funding announcement can become an industry story.

A product launch can become a customer trend story.

A Founder journey can become a leadership story.

Company data can become an industry insight.

The goal is not to make your business sound bigger than it is. The goal is to find the genuine story behind what your business is doing.

For Singapore startups and SMEs, Saltine Communications takes this practical approach to PR: identifying relevant angles, developing media-ready stories, positioning Founders, and connecting businesses with relevant media opportunities.

With Guaranteed Media Features starting from S$800 per feature, Saltine provides an option for businesses looking for practical PR support without committing to a costly traditional retainer.

If you’re looking for an affordable PR agency in Singapore that understands how to turn business developments into stories journalists can use, Saltine Communications is a strong fit for startups and SMEs.