PR Fundamentals

How to Think Like a Journalist and Spot a Story

Learn the journalism principles behind what makes news actually newsworthy. This chapter walks through media basics: what reporters look for, how they work, and how startups can become reliable sources. From conflict and relevance to human interest and timing, you’ll gain the lens to shape your company’s story into something the press wants to cover.

What Makes a Story Newsworthy

If your story doesn’t meet basic journalistic criteria, it won’t get covered — no matter how great your product is. Knowing what’s newsworthy is your PR foundation.

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The Current Media Landscape

The media environment has shifted. Smaller newsrooms, more freelancers, and blurred lines between earned, owned, and paid mean startups must adapt their PR approach.

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Journalism Etiquette & Ethics

Building credibility with journalists requires understanding how they operate — respecting their time, their role, and the boundaries between PR and journalism.

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