A local businessman once rang through wanting me to do a story on his business for the newspaper. When I asked what the story was there was complete silence on the other end of the phone. He thought I could just write a “nice piece about my business’’. Ah, not quite!

Finding your news hook can be one of the most challenging parts of pulling together your PR campaign. You all know the story – you’re so close to your business you sometimes can’t see the most obvious of angles to write a press release for media outlets.

There are literally hundreds of story ideas you can hook into. It’s just a matter of finding the perfect fit.

If you think your business can’t get publicity, then grab a free copy of our {Cheat Sheet}: The Top Story Ideas The Media Find Irresistible… Even If Your Business Is Boring, which splits story topics into breaking news and evergreen content. Most of these story angles I’ve used as a journalist and, of course, as a publicist.

Instead of going through what’s already in the cheat sheet, I thought I’d discuss five ways you can gain inspiration to uncover your story angles:

1. Look at the stories behind the people in your business. The story may not end up being about your business specifically, but there are ways to mention your business within the story. Human interest stories are incredibly attractive to the media because of the emotion attached to them.
2. Read and watch the publications and programs you actually want to pitch. This will help you see what type of content they gravitate towards, trending news you can hook into (or provide a twist on) and national stories you can localise (or local stories you can nationalise). If you’re looking for evergreen angles, take a look at an edition of the publication or an episode of the program from 12 months earlier and see how you can come up with a stronger angle.
3. Forget what YOU want and hone in on what your ideal customers – and the viewers, listeners or readers – really want. Focus on the benefits to them above what it is you’re trying to sell.
4. Think visually. When you pitch a journalist, they’re thinking about how they can illustrate your story that will grab people’s attention. Sometimes this can be what tips a story from being a “maybe’’ to a “yes, let’s do it!’’. So put some thought into visual opportunities within your business.
5. Open up your diary. What events do you have coming up in the next few months? Which have some news value tied to them? You might be surprised at the stories hidden within those pages. And remember, they don’t have to be events you’re hosting either.

And don’t forget about the Story Idea Cheat Sheet too. It really will give you a great list of ideas to work from.

If you score some media attention from any of the ideas, please let us know. We’d love to share with the community what you’ve achieved.