What is story press? How to pitch brand stories that stand out
Not every PR opportunity is about products. Sometimes, it’s about the story behind them — and that’s where story press comes in.
Story press is the kind of coverage that connects your eCommerce brand or products to a wider lifestyle, trend or topic. Think features like “The most unexpected wild swimming spots in the UK” or expert-led articles like “6 ways to use colour in your bathroom.”
Your brand isn’t necessarily always the whole story, but it’s part of it — and that’s how you build awareness and credibility in context.
Understand the angle
Story press often sits in lifestyle or industry-led sections of publications. It’s not a “what to buy” list; it’s about why or how people do something. If your brand or product fits naturally within a story — like a homeware brand in a “stylish decluttering ideas for kids’ spaces” feature — that’s a great fit.
Editors look for relevance. If your story fits the topic, trend or season they’re writing about, it’s much more likely to be picked up.
Open with a strong hook
The first line of your pitch needs to grab attention. Keep it clear and intriguing. For example:
“Revival of high street boosted by independent stores.”
“Colour is back in bathrooms, and bold tones are replacing minimal neutrals.”
A strong hook shows editors why your story matters right now.
Rachel Edwards, Style & Interiors Editor at Country Living and House Beautiful, says: “We’re desperate for them. When figuring out your hook, tell me why you’re making what you’re making. What’s wrong with your industry? What problems are you solving?”
Think timely, relevant, or surprising. One pitch Rachel loved read: “Dog beds are basically petri dishes for bacteria. I’ve created an antibacterial one.”
Tailor your hook for the type of media you’re pitching. Rachel adds: “Shift your hook depending on the publication. It doesn’t mean changing your brand story — just explore the different angles your brand can fit. Tweak it and play with it a little.”
Link to trends or events
Editors love timely stories. If you can tie your pitch to a seasonal moment, cultural shift, or consumer trend, it will land more naturally in their planning.
For example:
“Eco-friendly swaps for Plastic-Free July”
“How colour therapy is shaping 2025 home trends”
Look at bigger trends, cultural shifts, or consumer behaviour your product connects to. A strong hook highlights your product while linking it to a wider story.
Rachel shares an example: “If you’re a textile designer making bedding, blankets, or cushions, and you see a headline about heating bills tripling, that’s your hook. You could email me: ‘Hi Rachel, heating bills are soaring. I’m Joe, a textile designer, and here’s how to stay warm without spending a fortune. Layering textiles is key — here’s what materials work best.’ Link to your website. Done.”
Tapping into bigger stories makes your pitch resonate with editors and readers, giving it a much higher chance of being noticed.
Lead with your expertise
Everyone is an expert on something. So, go in sideways and use your expertise to stand out - because the press always want expertise.
For example, ‘I’m a florist, here are 10 steps for creating a festive floral display’ or ‘A guide to buying affordable pieces for your art-loving friends’.
You don’t need to write the article; you just need to pitch the idea.
Include a quote
A short quote can bring your pitch to life. Use one from your founder, designer or an expert — anyone who can offer real insight. A good quote shows editors your brand has a credible voice, not just a name in their inbox.
Make sure it adds value. Give it upfront so editors can pull it straight into their story without asking. It saves them time and makes it more likely your product will get featured.
Use strong lifestyle visuals
Images can make or break your story pitch. Include high-quality lifestyle shots that show your product in use. This helps editors instantly picture how it will look on their page.
Keep in mind that most final features are written by the journalists themselves. They’ll usually source other contributors and products for the article, but including your images gives them everything they need to feature your brand quickly and easily.
Final tip
Think like a storyteller, not a salesperson. You’re not just promoting a product, you’re helping editors tell a story their readers care about. Keep it relevant, visual and easy to understand.
Ready to land story-led coverage?
Get ahead of seasonal trends and media moments with our PR, marketing and sales calendar, packed with key dates and insights to help you pitch the right stories at the right time.
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