Inside Media Relations Episode 2: The Story That Lands

In this episode of Inside Media Relations, Jack Murray sits down with Fiona O'Malley from Sonas and Stephen Hopkins from IBEC to explore what truly makes a story land — whether it’s proactively pitched, strategically released, offered as an exclusive, or amplified across channels. Moving beyond the mechanics of email outreach, the conversation examines why some stories gain real traction while others fade without impact. Together, they explore the balance between narrative strength, timing, data, relationships, and judgment — sharing real examples of stories that travelled, and those that didn’t. This episode focuses on the craft behind media impact, unpacking what actually determines whether a story cuts through in today’s crowded media environment.