As a team, we recently joined a PR roundtable with News24 South Africa Deputy Lifestyle Editor, Kaunda, Selisho, where we unpacked the evolving relationship between PR and media in a world where clicks don’t cut it - subscriptions do.

Traditional PR tactics like press releases chasing mass coverage may no longer be enough. With newsrooms prioritising value-driven content that keeps paying readers engaged, PR pros need to rethink their approach.

 

So how do we craft stories that truly resonate, align with editorial priorities, and contribute to subscription-worthy content?

 

Here are our key takeaways on newsworthy content:

(1) Expert-led content: Position your client as a thought leader by tapping into trending topics relevant to their industry.

(2) Data-driven insights: Share exclusive research, surveys, or reports with key stats and trends that add depth to stories.

(3) Human-centered storytelling: Highlight real-life examples, brand initiatives, or success stories that emotionally connect with audiences

 

... apparently readers are obsessed with Miss SA content - who would've thought? Defs took us by surprise! 

 

A huge thanks to Kaunda for creating a space to share insights and explore ways to bridge the gap between PR, marketing, and media at News24 South Africa.