In today’s modern world, news is accessible everywhere we look, writes Osborn communications specialist Clare Knowles.
Gone are the days of people crowding around the television to watch the 6 o’clock news.
Today, audiences want news in an instant and are turning more and more to social media and online news outlets to ‘read all about it’.
We understand that small businesses may struggle to find the time to put pen to paper and write about their business.
But the shift in the way news is consumed means that small businesses have a bigger opportunity to share their stories, raise their profile and strengthen their reputation.
According to an Ofcom report, 96% of adults in the UK watch, listen or read news on a daily basis, with 52% consuming news online and of that 52%, 30% of news is consumed via social media.
With more than half of adults heading to social media and online platforms for their daily dose of news, it’s now more important than ever for small businesses to take to their LinkedIn accounts and company websites and share their good news stories.
But what makes a good news story?
A good news story isn’t just about reporting facts, it’s storytelling that informs, impacts and resonates with the audience- it needs to have the ‘so what?’ factor.
Here are a few key elements to consider when thinking about writing a news story:
Timeliness: Most importantly it needs to be new news that is relevant and fresh. It will have more impact if it happened yesterday or last week.
Impact: How does the story affect the audience? What is the impact of your news on your customers, suppliers or employees?
Geography: Think about location, location location. News relating to the events in your area is more likely to grab your readers (and journalists) attention.
Human element: People love to read about other people, it’s human nature. Highlighting real people creates a deeper connection for the reader and helps to build a positive picture of the business.
Clarity: This one is important. Ensure your story is concise, presents the facts and doesn’t exaggerate. You want the reader to be able to understand your news without wading through jargon and complex language.
Examples of good news stories could include:
People: New appointments, promotions, employee long service awards
New business: Client wins, case studies to demonstrate successful partnerships
Fundraising: Charitable donations or acts of kindness in the community
Investment: Investment in training, apprenticeships, equipment or new premises
Sustainability: Investment in recycling facilities or energy efficient equipment
A simple news piece could be a story marking your company’s anniversary. Think about including some key milestones and recent successes as well as a quote from the CEO, managing director or founder. Don’t forget to include an eye-catching photo to make the news story stand out.
If you’d like support writing engaging news content to reach wider audiences, then please get in touch. Osborn Communications has been named as finalist for the prestigious sales and marketing award at the 2025 Greater Birmingham Chambers of Commerce Awards. We have more than 50 years combined experience in corporate communications and work with many clients to document their company’s success and raise their profile.
