How to Create Newsworthy Partnerships

In the world of public relations, few strategies are as effective as forming a partnership that sparks media interest. A well-crafted partnership not only extends your reach but also generates buzz and positions your brand in a fresh, favorable light.

When two organizations team up with a shared goal or cause, the result can be more powerful than a solo effort—especially when the collaboration is innovative, unexpected, or socially impactful.

But not all partnerships are created equal. If your collaboration doesn’t offer something truly interesting, it’s unlikely to get attention from journalists or audiences.

To create newsworthy partnerships, you need careful planning, strategic alignment, and a clear story to tell. This guide will walk you through how to create and leverage partnerships that attract media coverage and benefit your brand.

Understand What Makes a Partnership Newsworthy

To craft a media-worthy partnership, it’s crucial to understand what makes journalists take notice. Here are a few traits that elevate a partnership to “newsworthy” status:

• Timeliness: Is the partnership relevant to current events, holidays, awareness months, or industry trends?

• Uniqueness: Is the collaboration unexpected or unusual? Think of brands from different industries working together in surprising ways.

• Impact: Does the partnership address a meaningful cause, support a community, or create social change?

• Credibility: Are both partners respected in their fields? A partnership with a well-known or trusted organization can give your brand credibility.

• Human interest: Does the story involve real people and emotional storytelling? If your partnership affects individuals in a personal way, it’s more likely to make the news.

Before finalizing your collaboration, ask yourself: “Would a journalist care about this? Would our audience find it surprising, helpful, or inspiring?”

Identify the Right Partner

Finding the right partner is the foundation of any successful collaboration. Look for organizations, influencers, nonprofits, or even competitors that share your values, goals, or audience. When considering potential partners, think about:

• Audience alignment: Do they reach the same demographic or a new market you want to access?

• Brand compatibility: Do your brand personalities complement each other? Conflicting tones or values can make the partnership feel forced.

• Mutual benefit: Will both parties gain something meaningful—whether it’s visibility, sales, goodwill, or resources?

• Past partnerships: Have they worked well with other brands before? Their experience could affect how smoothly the collaboration goes.

Reach out with a clear idea of what you envision and how it could benefit both sides. Focus on building a relationship before diving into promotion.

Set Clear Goals and Objectives

Before launching a partnership, define exactly what you want to achieve. Common partnership goals might include:

• Raising awareness about a cause

• Reaching new customer segments

• Launching a co-branded product or service

• Generating media coverage

• Supporting a charitable initiative

• Strengthening brand reputation

Agree on key performance indicators (KPIs) early on—whether it’s media mentions, social media engagement, website traffic, or donation amounts. Setting shared expectations helps both partners stay aligned and makes the collaboration more effective.

Create a Strong Story Angle

A successful PR campaign needs more than just a partnership—it needs a compelling story. Think about what narrative will make your partnership interesting to journalists and audiences. Here are a few examples of strong partnership story angles:

• David and Goliath: A small business teams up with a major corporation for a good cause.

• Cross-industry collaboration: Two brands from completely different industries find a surprising common goal.

• Social good: A brand and a nonprofit partner to solve a community issue or support an underrepresented group.

• Innovation: Two companies collaborate to create a first-of-its-kind product or service.

• Comeback or turnaround: A struggling brand reinvents itself through a high-profile partnership.

Make sure your story is easy to explain in a press pitch or headline. Focus on the “why”—why this partnership matters, why now, and why people should care.

Design Collaborative Campaign Elements

Once the partnership is set and the story is clear, design campaign elements that can be promoted through PR, social media, and events. Some popular collaboration formats include:

• Co-branded products or packaging

• Joint press events or launch parties

• Social media challenges or giveaways

• Collaborative video content or blog posts

• Influencer endorsements from both sides

• Pop-up activations or virtual experiences

• Joint donations or fundraising drives

These tangible elements give the media and your audience something to see, experience, and talk about. They also provide visuals that make your story more appealing to journalists.

Develop a Unified Communications Plan

A great partnership deserves great promotion. Work together to develop a joint PR and marketing plan that covers:

• Press release strategy: Draft and distribute a co-branded press release announcing the partnership. Include quotes from both parties, visuals, and contact details.

• Media outreach: Pitch the story to relevant journalists, bloggers, and editors. Tailor your pitch for different outlets (lifestyle, business, tech, nonprofit, etc.).

• Social media rollout: Create coordinated social media posts, hashtags, and visuals. Cross-promote on both partners’ platforms for maximum visibility.

• Owned media: Publish stories, interviews, or behind-the-scenes content on your websites and blogs.

• Email campaigns: Send updates to both brands’ email lists to build momentum and engagement.

Make sure messaging is consistent across all channels, and that both partners are aligned on timing, tone, and visuals.

Engage Influencers and Stakeholders

Influencers, community leaders, and loyal customers can help amplify your partnership. Consider offering exclusive previews, interviews, or participation opportunities to those who can spread the word.

If your partnership supports a cause, engage the people or communities it benefits. Real stories and testimonials create authenticity and emotional appeal, increasing the likelihood of media coverage and public interest.

Monitor and Measure Results

Track the performance of your partnership campaign to evaluate its impact and learn from the process. Metrics might include:

• Number of media mentions or placements

• Impressions and reach on social media

• Increase in followers, website traffic, or sales

• Donations or funds raised (if relevant)

• Sentiment and engagement in public conversations

Use tools like Google Analytics, media monitoring platforms, and social media dashboards to collect and analyze data. Share results with your partner and celebrate wins together.

Keep the Relationship Going

Even after the campaign ends, nurture the relationship. Thank your partner publicly, share campaign highlights, and look for opportunities to collaborate again. Long-term partnerships often grow into alliances that bring repeated value over time—especially when they’re built on shared trust and purpose.