PR for Startups: Why Human-Interest Stories Are More Newsworthy

In a media landscape where traditional news media struggling to connect with much of the public, with declining engagement, low trust, and stagnating digital subscriptions, startups and small businesses face an uphill battle for media attention.

Instead of focusing on what makes them standout, different or define the “why” of their business, many startups and small businesses continue to lead their PR efforts with the same tired formula: fundraising announcements and product feature lists.

This approach is not only ineffective—it's missing the fundamental shift in how modern journalism operates, let alone the reasons that interest journalists in a business’ story.

As former journalists practicing PR and generating hundreds of thousands of media stories for clients, we understand better than anyone what journalists look for in a story that they want to write. It has to be meaningful and build interest and a connection with audiences.

The Science Behind Storytelling Connection

Human interest stories are a type of journalism that focuses on the emotional and personal aspects of an event or issue, highlighting individual experiences, struggles, or triumphs. This approach taps into fundamental psychological principles of interest and connection.

These types of stories bring in readers and viewers and can get them to act.

What Journalists Really Want: The Power of Human Interest

A good human interest story will spark anger, empathy, compassion, sympathy, motivation, laughter, fear and love, according to journalism experts. This emotional engagement is precisely what separates compelling content from forgettable press releases.

Human interest stories work because they transform abstract business concepts into relatable narratives. Instead of announcing "Company X raises $2M to expand AI-powered analytics," a human-interest approach might focus on "How a Mother's Struggle with Work-Life Balance Led to Revolutionary Productivity Software."

• Instant Relatability: When readers see themselves reflected in a founder's struggle,  triumph, “aha” or reason for invention they immediately connect with the brand on a personal level. This connection transcends the typical buyer-seller relationship, creating advocates rather than just customers. Moreover, a story of shared experiences and how one founder solved the problem helps customers identify themselves in the story and create demand.

• Memorable Narratives: Stories stick in our minds far longer than features and benefits lists. A compelling origin story about why a founder started their company becomes a mental shortcut that audiences use to remember and recommend the business.

• Trust Building: Vulnerability and authenticity in storytelling build trust faster than any list of credentials or achievements. When founders share their challenges and failures alongside their successes, they demonstrate honesty that resonates with both media and potential customers.

How Modern Journalists Approach Stories

Understanding how journalists work is crucial for effective startup PR. Health journalists often use personal stories to put a "face" on a health issue, and this principle applies across all beats. Journalists are looking for:

1. Emotional hooks that grab readers from the first paragraph

2. Relatable protagonists their audience can connect with

3. Universal themes or industry trends wrapped in specific, personal details

4. Clear narrative arcs with conflict, struggle, and resolution

Illustrate specific facts with stories or anecdotes. This is particularly effective when dealing with statistics, scientific facts, or complex issues. This means even technical startups can benefit from human-centered storytelling.

The Media Have Always Been About Authentic Storytelling

Some media trends never change. The nature of journalism strongly favors authentic, personal narratives over corporate messaging. This is why most press releases fail to get seen or picked up by journalists.

Audiences have always engaged with content and stories that feel genuine and personally meaningful, rather than promotional or sales-focused material. By incorporating essential “news values” such as human interest, relevance, and emotion, storytellers can create storylines that captivate readers and encourage interaction.

What Makes a Story Newsworthy?

Successful PR stories for startups, and all businesses small enterprise to enterprise, typically include several key elements:

1. Universal Problems (The Why): How does the founder's specific struggle reflect broader issues that many people face?

2. The Solution: What did the founder do or create to solve the universal problem?

3. Broader Impact: How does solving this personal problem help others facing similar challenges?

4. Personal Stakes: What did the founder risk or sacrifice? What personal challenge drove them to create this solution?

5. Transformation Journey: What obstacles were overcome, and how did the experience change the founder or their perspective?

The Strategic Advantage of Human-Interest PR

Leading with human stories doesn't mean abandoning business metrics or product details—it means framing them within compelling narratives. When journalists write about your $2M startup funding round news, they'll include the context of your founder's personal mission; they will cover the product and the problem it solves, which is the most meaningful and interesting part of your story.

This approach offers several strategic advantages:

• Media Relations: Journalists prefer stories they can build narratives around, rather than straight product announcements

• Audience Engagement: Human interest stories generate more social media shares and comments than corporate news

• Brand Differentiation: Personal stories are inherently unique and impossible for competitors to replicate

• Long-term Value: A compelling origin story becomes part of your brand's permanent narrative asset

Making the Shift: From Features to Feelings

For startups ready to embrace human interest-driven PR that results in more stories, the transition requires shifting focus from what your product does to why it matters to real people.

Start with these questions:

• What personal experience led to your company's founding? (The Why)

• What universal human challenge does your solution address?

• The solution (The What) and how will it make lives better?

• Which customer story best illustrates your product's impact?

• How has your entrepreneurial journey changed you personally?

The most successful startup PR campaigns of recent years have centered on founders' personal stories—from overcoming adversity to solving problems they experienced firsthand. These narratives create lasting connections that survive beyond individual product cycles or funding announcements.

In an attention economy where authentic connection is the ultimate currency, startups that lead with human stories don't just get better media coverage—they build stronger relationships with everyone who encounters their brand. The question isn't whether your company has a compelling human story; it's whether you're brave enough to tell it.