The bait must appeal to the fish: Topics that land.

Big brands can make headlines with almost any topic. But how does a small, unknown company or a business from a supposedly “unsexy” industry manage to do the same?

The answer: topic development with sensitivity, combined with expertise, creativity, strong execution, and the right timing.

The stories are often closer than you think. Companies with little media experience are frequently sitting on compelling stories — they just need to be uncovered. When you’re deep in day-to-day operations, it’s easy to overlook the small gems: the colleague who volunteers with the local fire brigade, the employee who qualified for the Olympics, or the 100,000th ton of freight the company has handled. Stories like these get lost in the daily routine, even though they’d be a perfect fit for one medium or another.

No diamond in sight? Make the pebble shine.

Even without an obvious “diamond” story, almost any topic can be made media-ready with the right perspective. Ask yourself:

• What does our target audience actually care about?
• Which topics fit a trade publication or regional newspaper?
• What is the country talking about right now — and how is our company (even tangentially) affected?

Journalists receive hundreds of press releases every day. For your story to stand out, it needs to be relevant, timely, and well prepared.

Finding a hook

Company anniversaries, new locations, or changes in leadership are classic occasions for press work. But what do you do when none of that is on the horizon?

Create your own topics. For example through:

• A standout customer story
• An innovation project
• An unusual partnership
• A regional initiative with social value

Who are you — and how do you want to be perceived?

Before pitching a topic, answer one important question: How should your company be perceived publicly, and by whom?

• Is your team particularly innovative, experienced, or customer-focused?
• Do you offer services others don’t?
• Do you want to position yourselves as an attractive employer in the region?
• Is there commitment to environmental or social causes?

Depending on your target audience, different stories will emerge.

Make your company tangible

A few simple but effective ideas:

• Invite journalists to your location
• Introduce apprentices or employees in local media
• Plan initiatives (e.g. environmental or charity projects) with media visibility

Because one thing is certain: the better you stage your story, the greater the chance that journalists — and with them, readers — will take the bait.