Why the best communicators think like editors
The best communicators think like editors: they shape stories around what truly matters to their audience, not just what matters to the business. By applying journalistic instincts—clarity, purpose, and a sharp editorial lens—they uncover deeper narratives and deliver messages that actually land.
There’s no way I could do the job I do now without my background in journalism. That’s not to say it’s the only route into communications - far from it - but for me, understanding how editors think on the other side of the pitch has been invaluable. A journalistic mindset helps uncover angles others might miss and keeps the intended audience at the heart of every story.
While reporters are out in the field chasing scoops, conducting interviews, and reacting to breaking news, editors guide the bigger picture: Who is our audience? What do they care about? What stories do we tell, and why? What values underpin our coverage, and where are we heading?
That same strategic oversight is central to effective communications, and it’s why so many journalists transition so naturally into PR and brand storytelling. The best campaigns are grounded in the same principles that make journalism strong: a clear editorial perspective, a deep understanding of audience, and a commitment to consistent, purposeful storytelling.
Keeping the audience at the heart
Just like editors, strong communicators keep their audiences front and centre - shaping messages that resonate across different touchpoints and timeframes.
Your latest business update might excite you, but does it matter to your audience? What will spark their interest, answer their questions, or make them care? Thinking like an editor means flipping the lens, putting audience needs before business ego.
Finding the story within the story
Your company is opening a new office. That’s great news - but hundreds of businesses move every month. What’s really driving the move? Is demand growing? Does it signal broader expansion? What does it say about your direction, ambitions, or company culture?
There’s always a bigger story beneath the headline, and the real skill lies in uncovering it.
Saying more with less
As a news editor, I needed press releases to be punchy and purposeful. I could tell in seconds whether something was worth reading and screeds of jargon-filled copy rarely landed.
The same rule applies to all communication. Great storytelling doesn’t waste time - it grabs attention fast, delivers value, and makes every word count.
What gets left on the cutting room floor
Editors don’t just know what to say - they know what not to say. The same goes for communications. Sharpened messaging often comes from decisions about what to leave out: the unnecessary backstory, the internal jargon, the self-congratulatory fluff. That kind of editorial judgment ensures clarity, relevance, and respect for your audience’s time.
Mastering the subject matter
Editors know their patch inside out. They understand what matters to their readers, what stories will land, and which details bring those stories to life.
Good communicators are no different. They immerse themselves in their clients’ industries, ask the right questions, and surface the insights that matter. That deep understanding helps brands own their space - by identifying, defining, and articulating their value so clearly that customers understand exactly what they do and why it matters.
Think like an editor
Thinking like an editor doesn’t mean chasing headlines. It means sharpening your perspective, focusing on what your audience truly values, and telling stories with clarity and purpose. That mindset isn’t just useful in communications - it’s what sets the best communicators apart.
Because good comms isn’t just about getting coverage. It’s about crafting stories that are worth covering.
