I started by making the point that people like to hear stories. There is plenty of evidence that this is very basic to human nature -- you might almost say it's how we think.
In any case, certainly it's how we communicate. Whether exchanging gossip or clarifying serious ideas, stories work because people are always interested in finding out "What happened next?" -- or, "What's going to happen? "
The news media have built an industry on that concept. People are so hungry for information -- in the form of stories -- that they will page through a newspaper more than half-filled with advertising just to see if there are any good stories there. Or they'll watch a half-hour of TV news (which is actually less than 22 minutes, with more than eight minutes of commercials) because they want to hear and see stories.
Editors and publishers know that. So they're always looking for good stories. As a PR writer, you are going to make their job easier. There's a natural relationship there -- if you can write a good story.