What Makes a Brand 'Press Worthy' (And How to Become One)
When it comes to landing press coverage, many brands focus heavily on how to pitch, which journalist to contact, what subject line to use, and when to send the email.
And while those details are important, they often miss a far bigger factor:
Is your brand press-worthy?
Because before any pitch lands in an editor’s inbox, your brand needs to pass a key test:
Is there a reason for a journalist to feature you, right now, for their audience?
Today, we’re breaking down what makes a brand truly press-worthy - and how you can position yourself to be one that journalists want to feature.
Let’s get into it.
1. Press-worthy brands solve a problem or fulfil a desire
Editors aren’t looking to write about brands for the sake of it.
They’re curating content that helps their readers solve a problem or achieve something they want.
Ask yourself:
What need does my product or service address?
What goal does it help people achieve?
What emotional desire does it tap into (joy, comfort, style, wellbeing)?
Example:
A luxury candle brand isn’t just selling candles — it’s selling a sense of calm and self-care during busy seasons.
An organic children’s clothing brand isn’t just selling clothes — it’s solving the need for sustainable, non-toxic options for parents.
Key takeaway:
Position your product or brand as the solution to something readers genuinely care about—not just as another product on the shelf.
2. Press-worthy brands tap into trends and timing
Journalists are constantly looking for ways to tie their stories into what’s happening in the world — seasons, holidays, cultural shifts, trending topics.
Brands that align themselves with relevant trends naturally become easier to feature.
Think about:
Seasonal hooks (Christmas, Summer, Back to School, Black Friday, Dry January)
Emerging movements (sustainability, small business shopping, British-made goods, tech-for-wellbeing)
Cultural moments (major film releases, royal events, major sporting tournaments)
Example:
Pitching a cosy homeware collection around winter energy-saving tips, or a new vegan snack brand around Veganuary.
Key takeaway:
Press-worthy brands watch the news cycle - and position their pitches around what’s relevant right now.
3. Press-worthy brands make it easy for journalists to say yes
Journalists are busy, and even an outstanding product can miss out on coverage if working with your brand feels complicated.
Press-worthy brands always have:
High-resolution cut-out product images (white background)
Beautiful lifestyle imagery
A clear, up-to-date product description with price and stockist info
An easy-to-access press kit or Dropbox link
(Bonus) An affiliate link ready to send if requested
Key takeaway:
Be ready. The easier you make it for an editor to include you, the more likely they are to do it.
4. Press-worthy brands are consistently visible
One-off pitching doesn’t build a strong media presence.
Editors notice brands that show up consistently, pitching relevant products and stories over time.
They remember:
Brands that offer genuinely helpful, newsworthy ideas
Brands that update them on launches without being pushy
Brands that are easy to work with when opportunities come up
Consistency builds familiarity.
Familiarity builds trust.
And trust leads to coverage.
Key takeaway:
Press-worthy brands don’t just pitch for Christmas or new launches.
They show up all year round, positioning themselves as part of the media landscape, not an interruption to it.
5. Press-worthy brands tell a bigger story
In a world flooded with products, what makes an editor pick yours?
Storytelling.
Press-worthy brands have narratives that go beyond features and benefits.
Where did your brand come from?
What mission drives you?
What makes your approach different?
Example:
A skincare brand founded by dermatologists, solving overlooked needs.
A chocolate company supporting fair-trade farmers in a specific region.
A British linen brand championing slow, sustainable craftsmanship.
It’s often the story behind the product that catches a journalist’s eye - and makes your brand stand out in a crowded inbox.
Key takeaway:
Think beyond your product.
Craft a story that gives editors (and readers) a reason to care.
Get 100+ scroll-stopping hooks to grab attention, drive engagement and land press coverage.
Final thoughts
Being press-worthy isn’t about being the biggest brand or having the most followers.
It’s about being relevant, timely, helpful, and visible — over and over again.
✅ Solve a real problem or desire
✅ Tap into trends and timing
✅ Make it easy for journalists to feature you
✅ Stay consistently visible
✅ Tell a bigger story behind your brand
At PR Dispatch, we help brands not just learn how to pitch — but how to build brands that the media genuinely wants to feature.
If you want expert support, up-to-date press contacts, and step-by-step guidance to build a brand that gets seen, trusted, and bought from, join PR Dispatch today.
Join PR Dispatch today and start landing the coverage you deserve.