5 places your next pitch idea is hiding
Updated: 9 hours ago
Think you've got nothing press-worthy to say? Think again.
Your next good pitch idea probably isn't a big, dramatic announcement. It's something you've already said, probably more than once, and probably this week.
You don't need to come up with a story from scratch. You're already having the conversations that could turn into features.
The quick answer: the best PR story ideas usually come from things already in front of you. Look at the questions clients keep asking, the messages and comments you get on social media, the myths in your industry that drive you mad, your results and your own numbers, and the advice you give so often you could say it in your sleep. Each one shows what people care about, which is exactly what journalists want.
1. What do your clients keep asking you?
Start with your inbox and your client calls.
If the same question keeps coming up, that's a sign plenty of people want the answer. And if your clients are wondering about it, a journalist's readers probably are too.
Look back over the last month of emails and calls. Which questions have you answered more than once? Which conversations do you end up having with almost every new client?
Here's what that can look like in practice:
a nutritionist who keeps getting asked about snacking could pitch "Are healthy snacks ruining your diet? A nutritionist weighs in"
a coach who's always explaining work-life boundaries could pitch "Why saying no more often could help you grow your business"
a wedding photographer tired of awkward posing advice could pitch "How to feel comfortable in front of the camera on your big day"
None of them had to invent anything. The idea was already in their diary.
2. What are people saying in your DMs and comments?
Your social media is a free research tool.
What questions do people send you? Which posts get the most replies, saves or shares?
When a post sparks a conversation, that's a clue you've hit on something people care about.
Other people's posts count too. Some of my favourite stories started on someone else's feed.
Kay, from Burrow Escape in Lincolnshire, posted about her first ever bad review. The person complaining had left their ChatGPT prompt in. Over the next year, I kept spotting posts just like it, so I saved them. Then I asked a BBC radio producer whether ChatGPT was fuelling complaints culture.
She said yes within two hours, and I went into the studio as the expert.
So next time you're scrolling, keep a note of what keeps coming up. It might be a trend nobody's written about yet.
3. Which industry myths drive you mad?
The thing that makes you roll your eyes is often a story.
Every industry has advice that's out of date, half true or just wrong. You hear it all the time, and you've probably had to gently bust the same myth more times than you can count.
Journalists love a fresh take that challenges what everyone assumes. A myth-busting story gives their readers something useful and a bit surprising, which is a strong combination.
Ask yourself:
What do people in your industry say that you disagree with?
What did you used to believe before you knew better?
What do you wish more people understood about your work?
Then say it plainly. Journalists would rather you commit to an opinion than sit on the fence. If it's backed by your experience, it counts as expertise.
4. What do your results and numbers show?
Your own data is one of the best places to find a story.
Think about what you've helped people achieve, and what you've noticed along the way. Real examples tied to a wider trend make strong press material.
Then look at your numbers. Sales, bookings, enquiries, the questions people ask, the times of day they buy. Patterns you take for granted can be news to everyone else.
For GoDaddy, the story was hiding in a spreadsheet. Domain sales kept peaking on Friday nights, and a survey showed why: people come up with business ideas in the pub. That one set of data ran in The Telegraph, The Sun, the Daily Mirror and Startups, with a different angle for each.
Journalists value original research more than almost anything a PR person can send them (Cision, State of the Media 2026). Your data is original research. You just haven't called it that yet.
5. What advice do you give every single day?
The thing you say so often you could recite it in your sleep.
You explain it all the time, to clients, colleagues and friends. It feels obvious to you. To someone else, it's the bit they've been missing.
That's what journalists are looking for: clear, practical advice their readers can understand and use. Often the best angles come from things you say in passing without realising how useful they are.
Think about:
What do clients always thank you for explaining?
What do people say "oh, I didn't know that" about?
Here's how to turn it into a pitch:
Pick a question you've answered more than once this week.
Write down the advice you give every time.
Shape it into a headline, like "Why [common problem] might be holding you back, and how to fix it".
If you've said it five times this month, it could be your next pitch.
How do I turn a pitch idea into a story?
Shape it for one journalist's readers.
Once you've got a list of ideas, pick the one that feels most useful right now. Then ask three questions: who would care about this, why does it matter this week, and which publication do those people read?
Find the journalist at that publication who covers your topic, and read a few of their recent articles. Then write a short pitch: a subject line that tells the story, a few lines on why it matters to their readers now, and what you can offer.
The press doesn't need flashy. It needs useful, relevant and real. You already have what you need. It's about learning how to shape it.
My post on whether your story is press-worthy has a quick check to run before you send it.
Questions people ask
How do I come up with PR ideas for my business?
Look at what's already in front of you: questions clients keep asking, comments and messages on social media, myths in your industry, your results and data, and the advice you give most often. Each shows what people care about, which is what journalists want.
Can my business data be a PR story?
Yes. Patterns in your sales, bookings or customer behaviour can be news to everyone outside your business. Journalists value original research, so your own numbers, or a simple customer survey, can give them something they can't get anywhere else.
What if I don't think I have anything interesting to say?
Most founders have more stories than they think. They're just too close to notice them. Start with the questions people ask you most and the advice you give every day. What feels obvious to you is often useful news to someone else.
How do I turn advice into a press pitch?
Pick a question you answer often, write down the advice you always give, and shape it into a headline that names a common problem and promises a fix. Then send it to a journalist whose readers face that problem.
Want more ways into a story?
Grab my free guide, 10 pitching angles to help you land your dream press feature. It's ten ways into a story, each with a prompt to make it yours, for the days you're sure you've got nothing to say.
Or if you'd rather someone found the stories for you, that's the Debrief. You talk, I listen for the throwaway lines, and within 7 working days you've got every story I found, ready to pitch.
PS. For behind-the-scenes PR tips, follow me on Instagram.
Becky here, running on flat whites and a non-negotiable 3pm Diet Coke. I'm Becky Newmarch, a PR consultant for founders and brands in the UK. I find the stories hiding in your business and get them to the journalists who'll run them.
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