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Making the headlines

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31 October 2025 / Justin Penrose
Issue: 8137 / Categories: Features , Media , Marketing , Profession
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Want the press to notice your firm, lawyer or case? Ex-Fleet Street staffer Justin Penrose reports on what makes the news

As a former Fleet Street journalist turned legal PR, one of the most common questions I hear from lawyers is: ‘What makes a news story?’ Everybody reading this would probably give a different answer, but that’s the crux of it. It is never one thing.

Journalists are always looking to answer the questions: who, what, where, when, why and how? These are the central tenets of every story, whether it be a corporate legal matter or a murder trial.

So, the who. Who is involved? It’s a lot more interesting if it’s David Beckham than Joe Bloggs. Is the person involved a judge or a PR man? I think you can work out which one is more newsworthy. Is there a big brand involved? Again, it is more interesting if it’s Coca-Cola than Dad & Son Builders.

Where did it happen? It’s more interesting if it happened at Buckingham Palace than Chatham High Street. When? More interesting if it happened

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