Do you have stories that would interest the media? Absolutely.
But are they the stories you should be telling right now?
That’s a more nuanced question—and one that many organizations fail to ask.
Every ministry, nonprofit, school, or business has a wealth of stories it could share. The challenge is not finding stories; it’s identifying the stories that best support your goals, reinforce your message, and strengthen your brand.
That’s where an experienced public relations team can help.
Before you begin combing your archives and polling your staff about good stories to promote, you should determine what you are hoping PR will help you achieve.
Are you highlighting a big anniversary or a new ministry initiative? What kind of stories will help you raise awareness, increase attendance, drive web traffic?
Organizations often make the mistake of selecting stories based solely on how compelling they seem.
Effective PR starts with strategy.
Do you want more traffic on your website? Do you want to increase attendance at an event? Do you want more donors or volunteers?
Once you understand your objectives, you can evaluate potential stories through a much more useful lens: Which stories help us achieve our goals?
Brand positioning should also influence your decisions. If you’re engaged in ongoing branding efforts, every story you tell should reinforce the qualities you want people to associate with your organization.
Perhaps you want to be known for compassion, innovation, courage, excellence, sincerity, or service. The stories you share should consistently reflect those values.
In a meeting with a client recently, brainstorming for a campaign led to a robust discussion about messaging, which naturally led to a conversation about stories that would help achieve the goals and promote the right messages.
The ministry’s successful history of service and its commitment to provide long-term supportive communities to the people it served were soon highlighted. What narratives would allow us to feature both? Among the hundreds of positive stories that the organization could share, those two criteria quickly narrowed the field of possibilities.
And remember, as you are selecting which stories to share, personal narratives are always a winner with reporters. Your story may be full of organizational insights and growth metrics, but a personal story of someone who embodies the growth, perseverance, or change we want to feature will help grab the attention of the media.
Let Infinity Concepts and our seasoned PR team help you ask the questions that will lead to storytelling that matches your brand and advances your goals. CLICK HERE or Call Us Today at 724-733-1200 to learn more.
- How to Choose the Right Story for Your PR Campaign - July 10, 2026
- The Heart of Public Relations Is Servanthood - May 1, 2026
- Three questions to determine your PR strategy - January 30, 2026
