One of the main challenges faced by any company is how to most affectively get its
message across to its target customers. Increasingly companies are turning to PR,
specifically media relations, as the most cost affective way to do this. For this
strategy to be successful they must develop stories that meet the media’s need for
newsworthy content.

This paper provides an overview of the steps required to influence the news agenda.
It outlines the core ingredients of a good story and it highlights the importance of
issues-based news in influencing journalists.