Curiosity Corner

Following a recent keynote I gave on how to secure PR coverage across print, digital and broadcast, one attendee asked a great follow-up question: “How do I figure out when something becomes PR worthy versus a social media post – and how do you see that interplay between the two?”

It’s something many organisations grapple with. You’ve got news to share, but deciding whether it should go to a journalist or just live on your social feed isn’t always clear-cut. Here’s how I help clients decide – and how PR and social media can work hand-in-hand.

• Ask yourself: Is this news?

PR is about news. A press release, media pitch or email to a journalist is designed to share timely, relevant stories that have an impact beyond your organisation. That means the story must be more than internal interest – it should offer something of value to the journalist’s audience.

To illustrate: If your office dog is celebrating their birthday with a cake and party hats, that’s a great moment for Instagram Stories – warm, human, and culture-driven.
But if that same office dog has inspired a regional fundraising campaign that’s raised £10,000 for rescue centres, now you’re into PR territory. That’s a wider story, with clear public interest and a strong visual hook.

If your update answers at least one of the following questions, it’s more likely to be PR-worthy:

• Is this a significant development (a launch, milestone or change)?
• Will it affect people outside your immediate network?
• Is there a strong human-interest story at its heart?
• Does it link to a wider issue, trend or national conversation?

If not, it may be better suited to your owned channels – in other words, the platforms you control directly: your website, blog, email newsletter and social media feeds.

• Is it about engagement or exposure?

Social media is brilliant for community engagement. It’s where you share day-to-day updates, behind-the-scenes moments, and smaller wins that give people a sense of who you are.

PR, on the other hand, is about exposure – getting your story in front of new and broader audiences. If the aim is to reach the public, build credibility, or influence perception, PR is worth considering.

They’re not in competition – they’re complementary. Many stories start small on social and then develop into something worth pitching more widely.

• Tag (wisely), share and say thank you

There is a crossover between social media and traditional media – and smart organisations use both together.

If you’re posting something that has wider relevance – for example, a powerful quote, case study, or campaign image – you can tag relevant journalists or media outlets to bring it to their attention. If they’re already interested in the issue, a well-timed post might prompt a follow-up or even inspire coverage. Just be selective and strategic: make sure what you’re tagging them in genuinely has story potential.

Equally important is what you do after you’ve secured media coverage. Don’t let a great story sit in silence.

• Share links to the article, radio interview or TV clip on your own channels
• Mention and tag the outlet and journalist (with a simple “thank you” or comment on the collaboration)
• Highlight the story’s impact or relevance to your audience

A little gratitude goes a long way. Journalists are more likely to remember you – and be open to hearing your next story – if you’ve acknowledged their work and helped amplify the piece.

• Consider the hook

Some updates can go either way – but the way you frame them makes all the difference. If your story taps into a broader issue, highlights a powerful human voice, or aligns with something happening nationally, a PR push may be worthwhile. Think beyond what you want to share and consider what other people would genuinely want to read or hear about. That’s where your hook lies.

• Try the ‘Would a stranger care?’ test

This simple filter helps every time. Ask yourself: if I had no connection to this organisation, would I still find this story interesting or valuable? If the answer is yes – and the story has impact, relevance or emotion – then PR is a strong option. If not, it’s probably best kept to your internal or owned channels, where your loyal followers will still enjoy it.