Why Positive News Still Matters in Public Relations

As professional communicators, we spend too much time chasing urgency — crisis response, breaking news, reactive reputation and brand management. All of that work is important, but occasionally a positive news story reminds us of something fundamental about public relations that’s easy to overlook.

I was inspired recently by WDRB’s roundup of its most uplifting stories of the year — from Miss Kentucky’s rise through personal hardship to a teacher using 3D printing to give a student greater independence. This report from our friends at the Louisville news station is an excellent case study in why human-centered storytelling remains one of the most powerful tools in professional communications.

Here are a few PR lessons worth reflecting on:

1. Authenticity outperforms polish. None of these stories succeeded because they were overly packaged or strategically engineered. They work because they are real. Audiences are increasingly skilled at detecting manufactured narratives. What cuts through the monotony of a 24/7 news cycle is sincerity. These stories were rooted in lived experience, struggle and purpose.
2. Impact beats promotion. These weren’t reported because of global campaigns or national initiatives. They were local moments with tangible impact on individual lives. In PR, we often measure success by reach, impressions or whether a moment goes "viral" on social media. Trust is built by relevance and meaning, not the scale of the communications campaign. A smaller story told well can carry more weight than a large one without a soul, especially if the story is targeted to an audience that truly cares.
3. Optimism is not fluff. It's strategic. Positive news is sometimes dismissed as "soft," but in an environment dominated by conflict and cynicism, hopeful stories provide balance and credibility. Organizations that can communicate progress, resilience and community benefits earn long-term goodwill — not just attention. Goodwill is a great way to strengthen relationships with your clients and stakeholders.
4. Finally, storytelling is an art, not just a tactic. Public relations doesn’t simply shape perception; it helps inspire and shape what people believe is possible. When we seek out and elevate stories about innovation, compassion, perseverance and victory, we're contributing to a healthier community — one where progress is visible and contagious.

As we move into 2026, the challenge for every organization isn’t just to manage risk or amplify success. It’s to recognize and responsibly tell the stories that remind audiences why institutions, communities and people are worth trusting in the first place.

Be on the lookout for positive news that is sincere, compassionate and interesting. That’s not just “good news PR.” That’s good public relations.

Happy New Year!

Note: Photo by Fiona Morgan, Kentucky Department of Education, Oct. 16, 2025