For when: a client thinks they have a winning PR story, but it isn’t one

Your graceful “no, but what we can do is…” when it comes to naff product launches, rebrand news, an industry award win etc. etc.

Introducing my new series: For when...

A stash of ‘what to say’ and ‘what to do’ for classic PR moments… You know the ones. It’s designed for you to copy, tweak, send, or save for when you’re stuck staring at your screen thinking, “how do I say this nicely, without sounding blunt?”

First up: when a client swears they’ve got a killer PR story… And you have to gently break the news that it’s not exactly headline material. Your job? To either shape it into something stronger or start gently managing expectations around coverage before they start asking why it’s not in TechCrunch.

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What to say:

“This is a brilliant milestone — congratulations! It’s not quite there for a media story in its current form, but there could be potential. Journalists need a clear hook, something timely or surprising, or a broader point of relevance [insert relevant pointer/guidance based on the ask].

“That said, what we can do is build a story around [X], something that offers broader value or perspective beyond the brand news itself. Happy to help shape that — shall we set up a quick call to talk it through?”

Avoid: “No” or saying “It’s not newsworthy.”

Do say: “Here’s what we can do” or “Here’s how we can make it land.” Always show willingness and enthusiasm.

Just because something isn’t a media story doesn’t mean it has no value — it just means it might belong somewhere else. Here's how to redirect the energy and still make it work hard:

• A LinkedIn post: Great for updates that show progress, credibility or momentum — especially things like award wins, new hires, or product launches. Offer to draft it for them, to help shape the story into a first-person post or brand voice piece that’s engaging and humble, not salesy.
  

• A blog or website post: Think award wins, milestones, partnerships, team growth, events. These all make great owned content and can be the kind of proof points that help with investor relations, recruitment, or SEO.
  

• An email newsletter: Some stories are perfect for keeping warm leads, customers or stakeholders in the loop. Use award wins or internal milestones as a chance to reinforce value and share expertise, not just to say “yay, we won!”
  

• A PR seed for later: Even if it’s not a headline now, it might be a line in a future trend piece, a quote in a wider campaign, or a stepping stone in a bigger narrative for the brand. Log it, file it away and revisit it when the time feels right.
  
  

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Quick checklist to help self-diagnose what can help to make a PR story land… But as we all know in this game, it can never be guaranteed:

🕒 Is it timely? Why now? Does it link to something current, seasonal, or reactive?

⚡ Is there tension or a twist? What’s standout about this story, and why does it matter? What’s new, surprising, or goes against the grain?

👥 Does it affect people? What’s the human interest story? Who does it impact, who cares and why?

📰 Can it carry a headline? If you can’t picture it leading a news page, it might need a rethink.

🌍 Can it tap into a wider trend or theme? Journalists love a story that plugs into the bigger picture.

Save it, share it, tweak it. More ‘For when’ moments coming soon. Got a ‘For when’ moment you'd love a script for? Drop it below 👇