1. Find the Most Newsworthy Angle
Not every lottery win gets national attention, but this one did. Why? Because the PR team positioned the story in a way that made it stand out.
Rather than focusing solely on the amount won, they highlighted the human interest element:
- A group of 34 Penneys employees won together.
- The story had a relatable, feel-good aspect - ordinary people experiencing a big moment.
- It created an opportunity for journalists to talk about workplace lottery syndicates and their appeal.
Lesson: Every story has multiple angles - find the one that will resonate most with journalists and the public.
2. Target the Right Journalists
Compelling stories, combined with carefully curated and targeted media lists, deliver powerful results. The National Lottery’s PR team carefully selected media contacts who:
- Cover related topics.
- Work for major national publications and broadcasters.
- Had previously reported on similar topics.
By taking a targeted and strategic approach, they ensured that their press release landed in the inboxes of journalists most likely to cover the story, maximising media pickup.
Lesson: Effective media distribution is not about volume—it’s about relevance. A well-targeted press release is far more impactful than a mass email blast.
3. Craft a Strong, Clear Press Release
Even the best story can go unnoticed if the press release isn’t structured effectively. The National Lottery’s team ensured success by:
- Writing a strong, engaging headline.
- Providing all key details upfront, making it easy for journalists to get the full picture.
- Including quotes, statistics and background information, making it effortless for journalists to write their stories.
Instead of just announcing the win, they packaged the story in a way that made it easy for the media to pick up and publish quickly.
Lesson: Your press release should do the heavy lifting for journalists. The easier you make it for them, the more likely they are to cover your story.
4. Use Real-Time Media Insights to Adapt
Once the press release was distributed, the National Lottery’s PR team monitored its performance in real-time. With the help of our analytics tools, they tracked:
- Which journalists opened their emails.
- Which publications picked up the story.
- How audiences were engaging with it online.
With this data, they could follow up strategically, refine their outreach and maximise media coverage.
Lesson: Use real-time reporting tools to measure PR success and adjust your approach as needed.
Applying This to Your PR Strategy
The Penneys lottery win was a perfect example of how to execute a PR campaign successfully. It wasn’t just luck - it was strategy, precision and effective storytelling.
Key Takeaways for PR Professionals:
- Find the most compelling angle to make your story stand out.
- Target the right journalists rather than taking a mass distribution approach.
- Write a press release that’s clear, engaging and easy for journalists to use.
- Leverage real-time reporting to track performance and optimise your strategy.
At MediaHQ, we help PR teams streamline this entire process—from building precise media lists to tracking press release performance.
Want to turn your next story into a PR success? Book a demo today to see how MediaHQ can help.
