Boost Your PR Campaign: Get Featured on PA News, Video, and Photo Wires!

Written by Steve Tomkins, Commercial Manager

When I first started at PA nearly five years ago, coming from a sales background, I found it surprising that not every “hot lead” I brought in would convert as expected. If our production teams don’t deem a project to have “editorial worthiness,” they will politely advise against it, often resulting in clients looking elsewhere. Therefore, creating a PR stunt or event with a strong news angle is crucial for maximising exposure.

In 2023, we worked on a total of 613 PR projects, many of which won awards, demonstrating our expertise. However, there is a common misconception that commissioning us to create photography or video for your PR campaign guarantees it will go out on our wire and receive coverage—it doesn’t.

Although PA is the national news agency for the UK and Ireland, and our wires are our unique selling point, working with us does not guarantee pick-up or hitting all your client KPIs. Understanding what generates pick-up is essential.

As a business, we inherently understand what editors are looking for. Consequently, we work with hundreds of PR clients and brands each year to achieve the right balance between editorial and creative. Our teams provide honest editorial feedback on campaigns and create high-quality content with integrity.

So, the question is, what advice do we have to help you create a visually lead PR campaign or stunt that is both interesting and newsworthy, but most importantly of all if you want it to go out on PA’s wires, has editorial integrity?

Here are some of our Top Tips to consider when you are planning your next activation:

Audience: Who are you trying to reach, what will appeal to them and what kind of stories do they care about? How can you tailor your message and tone to suit them and pique their interest?

Timing: Is your campaign relevant to the current news agenda, season or trend? Can you link it to a bigger upcoming story or event? With the Euros and Olympics fast approaching, could you involve a high-profile athlete or footballer to ask their predictions for the upcoming tournaments? Or perhaps you have a relevant ambassador that will give an interview.

News Angle: What is the main hook or point of your campaign? What makes it stand out from other PR campaigns and how can you ensure it is informative, entertaining or unique?

Evidence: Can you back up claims and statements within the campaign with facts, figures or examples? How can you show the impact or benefit of your campaign? Don’t just rely on a survey if you don’t have a news angle. Interviewing 100 people and finding that 50% like cats and 50% like dogs doesn’t make it a news story!

Visuals: Will the campaign work with just photography or do you need to create video as well? Often a video will really help to bring the campaign to life, but it’s important you have a well-planned concept of what you want to create. The PA news room prefer a full content package!

Integrity: How can you ensure that your campaign or stunt is honest, accurate, and fair? How can you avoid misleading or offending? How can you respect the rules and regulations of the media industry?

Once you’ve followed these steps and are ready to move to the next stage, we can help transform your initial idea into something eye-catching and appealing that makes your project stand out and enhances your story.

Our expert team has decades of experience bringing award-winning campaigns to life. Whether staging a concert on a pleasure boat with Stormzy on the Thames or setting a Guinness World Record for the most high and low fives during a skydive, we can make it happen. From simple photography pop-ups to multifaceted photo and video projects incorporating live streaming and drone capabilities across multiple locations and countries, we’ve got you covered.