How to Turn Business Updates into Media-Ready Stories

Every business has news to share. The problem? Most of it never leaves the office. A new hire, a milestone, a customer success story, they’re all great moments, but often they end up buried in an internal email or a quick LinkedIn post.

The truth is, with the right angle, these updates can become stories that get noticed. You don’t need to make anything up. You just need to find the hook, that one thing that makes someone outside your business care.

Here’s how to spot the story hiding in plain sight.

From “We did a thing” to “Here’s why it matters”

Most business updates start with, “We’re excited to announce…” and stop there. But for journalists or readers, the question is always, “So what?”

The secret to turning an update into a story is to look beyond the headline. Why is it interesting? Who benefits? What makes it different?

For example, “We hired a new marketing manager” is an announcement. But “Local firm hires graduate to lead new sustainability campaign” is a story. It has relevance, community value and a fresh angle.

Next time you share an update, try flipping it. Focus on the outcome, not just the action.

Awards aren’t just trophies — they’re trust builders

Winning an award is great news, but don’t stop at the photo with the certificate. Dig deeper. What does the win say about your values, your culture or the people behind it?

For example, “We won Best Employer” is nice. But “How our flexible working approach helped us win Best Employer” is better. It turns recognition into a relatable story that shows what you stand for.

Journalists love stories that reveal what’s behind success. Things like lessons learned, challenges faced, and people involved. Use your wins to show your personality, not just your plaque.

Celebrate people, Not justpositions

New hires, promotions or anniversaries are great PR opportunities, especially if you make them personal.

Instead of just listing names and titles, tell a little story. Why did they join? What do they bring to the team? What excites them about the role?

Better still, connect the update to something bigger! Maybe they’ll lead a new service, open a new location or strengthen your sustainability goals. People-focused stories are the ones readers remember.

When in doubt, shine a light on the humans behind the headlines.

Turn good deeds into good stories

Many businesses quietly support local charities, sponsor events or take part in community projects. Those moments deserve to be shared. Not for self-promotion, but to inspire others and show what you value.

If your team volunteers, focus on the impact. How did it help? What difference did it make? Did a customer or partner get involved too?

Community stories perform brilliantly in local media, especially when you include real outcomes and quotes. Think of it as storytelling with heart, genuine, grounded and giving back.

Let your customers do the talking

Testimonials are nice. Success stories are better.

If a client or customer has achieved something great with your help, share it as a mini case study. What problem did they face? What solution did you offer? What changed as a result?

This kind of story feels authentic because it comes from experience. And if you can include a quote from the customer, even better ! It'll add credibility and emotion.

A story that says, “This helped us grow, save money or make an impact” will always travel further than one that simply says, “Look what we did.”

Add the Journalist’s eye test

Once you’ve spotted a potential story, ask yourself:

• Would this interest someone outside my business?

• Does it connect to something bigger? A trend, topic or theme?

• Can I explain it in two sentences without jargon?
  

If the answer is yes, you’re onto something. Keep it short, clear and timely. A good story has momentum, so share it while it’s still fresh.

And remember, not every update will land in the press but they can still shine on your own channels, like your website, newsletter or LinkedIn page.

Wrapping it up

Great PR is about finding meaning in the everyday. What feels like routine to you might be inspiring to someone else. A lesson, a local connection, a glimpse behind the curtain.

Cola Cube Communications love helping businesses turn updates into stories that stick. Because when you share what’s really happening and not just what’s polished, people notice.

The best stories often start small. You just need to know where to look.