How to get a story on national news

Landing a story on national news is often seen as the holy grail of PR — and for good reason. It’s where your brand message can reach millions, shape perception, and drive real business results. But in a media landscape saturated with stories, how do you cut through the noise and get national media coverage that actually makes an impact?

At Words+Pixels, we specialise in securing high-impact press for brands ready to scale. Whether it’s helping consumer platforms like Different Dog get BBC coverage, to Lime featuring in Time Out, we have the insights and contacts to help other brands get on national news.

What counts as national news?

Before we dive into the ‘how’, let’s define the ‘what’. National news refers to mainstream, country-wide media outlets with large-scale reach. In the UK, that includes broadcasters like BBC, ITV, Channel 4, Sky News, and publications like The Guardian, The Times, The Telegraph, Metro, and The Independent.

Getting featured here isn’t just a numbers game — it’s a credibility boost, a validation of your story’s relevance and resonance.

What national media coverage can do for your brand

The benefits of national media coverage are clear:

• Visibility: You reach audiences well beyond your immediate network.
  
• Trust: National outlets bring authority and legitimacy to your brand.
  
• Growth: More eyeballs mean more customers, investors, and opportunities.

How to get your story on national news

So how do you actually get there? Here’s what works — and what doesn’t.

1. Lead with a sharp angle

Journalists don’t cover businesses; they cover stories. To earn national media coverage, you need a strong, timely hook. It could be:

• A major funding round
• A new product solving a national problem
• A unique perspective on a cultural or political moment
  Compelling data, insights, or research

If you’re too focused on the brand and not enough on the story, your pitch will likely be ignored.

2. Make it relevant now

National news moves fast and newsrooms are driven by relevance. Tie your story to what's happening now, whether it's a policy shift, social trend, or consumer behaviour change.

3. Speak the media’s language

Journalists are busy. They need everything — facts, quotes, data, visuals — packaged neatly and sent their way at the right time. That’s where a seasoned PR team can make all the difference.

4. Build credibility first

You don't need to be a household name to land national news, but you do need to show legitimacy. That could mean:

• Showing traction (user growth, revenue milestones)
  
• Demonstrating founder expertise
  
• Highlighting awards, recognition, or VC backing

Why timing matters for national media coverage

Don’t wait until you're “ready” to start thinking about PR. Often, by the time you feel ready, the moment has passed. National news is about striking while the iron is hot — or before it even heats up.

We work closely with our clients to spot these windows of opportunity and act fast — whether that’s reacting to breaking news or planning months in advance for a product launch or funding round.

‍

Work with Words+Pixels to get national news coverage

‍1. Case Study: Orca AI – Enhancing Maritime Safety

‍Orca AI, a maritime tech startup, partnered with Words+Pixels to raise its global profile. The agency's strategy focused on educating audiences about Orca AI’s real-time sensors and positioning its co-founders as leading entrepreneurs. Orca AI received publications in the following: Sky News, TradeWinds, Lloyd’s List and more. 

The results

• 74 pieces of top-tier coverage
  
• 193 million total audience reach
  
• 2,000 social shares
  
• 2 new clients gained through PR exposure

‍

2. Case Study: Hammerhead – Acquisition-ready storytelling

Hammerhead, the advanced cycling technology brand, worked with Words+Pixels as they prepared for significant scale — and eventual acquisition by SRAM. As their tech PR agency, we amplified the story behind the brand’s Karoo 2 device, landing key coverage in publications including:

• TechCrunch
  
• The Verge
  
• Cycling Weekly‍

Our role included strategic messaging and global press support for launches, partnerships, and investment announcements, helping position Hammerhead as the must-watch brand in smart cycling.

Results:

• 70+ pieces of global coverage
  
• Profiled in TechCrunch and The Verge
• Positioned for successful acquisition
  
  

3. Case Study: Perlego – EdTech PR with impactful storytelling

Partnering with Perlego—the "Spotify for textbooks"—Words+Pixels positioned the platform through data-driven narratives and targeted media outreach. The campaign featured in the following publications: Sifted, Forbes, The World University Rankings. 

Results over one year:

• 60 pieces of coverage in top-tier publications
  
• 5.5 k social media shares amplifying reach
  
• 835 million total audience reach globally
  
• 116 backlinks directing to Perlego’s site

‍

If you’ve got a story with national potential, let’s make it happen. Whether you want your funding round in Sky News, your product in The Guardian, or your mission featured on BBC News, we know how to make your story travel.

Want to get your story on national news?

At Words+Pixels, we help ambitious brands get the national news coverage they deserve. Whether you’re launching, fundraising, or scaling, our team can shape your story and get it where it matters most.

Let’s chat about how we can help you make headlines.

‍

FAQs

How hard is it to get featured in national news?

It’s competitive — but not impossible. National journalists receive hundreds of pitches a day, so it’s all about standing out with a strong, relevant story. That’s where we come in.

Do I need a PR agency to land national coverage?

Not necessarily,but having an experienced PR partner gives you a huge advantage. We know what makes a pitch newsworthy, how to position your story, and which journalists to approach.

What kinds of stories make it into national media?

Typically:

• Major funding announcements
  
• New product launches solving timely, real world problems
  
• Thought leadership on cultural or political issues (ie,you’re moving the conversation forward with your expertise)
• Impactful campaigns or consumer trends
  
• Compelling data or exclusive research
  

If it’s fresh, relevant, and resonates with a wider audience, it has potential.

How quickly can I get featured in national press?

It depends on the story and the news cycle. Some stories move quickly — especially if tied to breaking news — while others take time to land. We move fast and guide you on the right timeline from the start.

I’m not a big brand. Can I still get national coverage?

Yes. Many of our clients weren’t household names when they landed major features. What matters most is your story’s strength, timing, and relevance.

Can you guarantee national coverage?

No reputable PR agency can guarantee press and you should be cautious of anyone who does. What we can guarantee is a strategic approach, media expertise, and pitches that are crafted to cut through the noise.