The comments
The comment sections in newspapers like the FT provide a treasure trove of insights and future story angles. These commenters are your audience, so their perspectives on stories can offer really valuable ideas for your next story.
Reddit
means Reddit is not just quick with news but also rich with candid insights across countless subreddits. The anonymity drives honesty and is rich with ideas for stories.
TikTok
TikTok isn’t just about viral dance moves; it’s a starting point for real conversations. Trends on TikTok can be effective hooks for your stories, like our recent focus on children’s online safety tied into the ‘iPad kids’ trend. If there is a topic that keeps coming up, consider whether you can add to the topic or debunk it.
LinkedIn
LinkedIn has become hugely important for B2B PR and thought leadership, as it blends professional business journalism with user-generated content. Spotting trends here, from user posts to LinkedIn-curated newsletters, can offer immediate hooks for B2B topics. We also know that journalists are on there looking for clever people to talk to, so it’s important that our spokespeople are active on the platform.
Newsletters
Newsletters are the new blogs. With media giants and platforms like Substack and Patreon fuelling their rise, niche newsletters curated by expert editors can spark great story ideas. Much like trade publications, they often feature ideas and stories before they make it to national and international media, so it’s important to keep your eye on them.
Talk radio
Tune into talk radio to hear what’s gripping the nation. Shows on BBC Radio 4, LBC, or Talk Radio offer real-time insights into public discourse, making them a fantastic resource for PR hooks. We recommend downloading the BBC Sounds App, as it makes it easier than ever to listen back to the best bits of BBC Radio.
Streaming services
Popular TV shows and documentaries often reflect or set cultural trends. Use these themes as hooks to connect your B2B story to wider public interests. With the rise in documentaries, there is more for B2B thought leaders to comment on than ever before.
How interesting is a story, really?
A key part of gauging whether a story will have national interest is to consider whether it is something you would talk about outside of work. All the sources above help us to understand what real people choose to talk about in their own time. That’s why my media relations team here at Definition keeps on top of all these sources every day, flagging relevant trends and topics to our clients.
Need some help finding the perfect hook?
We’re here to help craft your story with the right angle. Drop us a line.
Written by Katie Chodosh, Head of Media Relations at Definition.