How to Be Newsworthy
You Can Get Publicity
There's rarely a product, service or organization that can't at some time be worthy of positive publicity. There are fundamental ideas journalists share to evaluate what is newsworthy.
Timing Is Everything
A newsworthy item is timely, has new or previously unreleased information, and meets one or more of the news media's objectives to inform, educate or entertain. Before pursing a story, journalists consider why their readers, viewers or listeners would be interested in this now? Who cares? Is it news?
What's Your Angle?
Journalists consider the news hook, or the "angle" of a story to determine if it's worth reporting. A compelling angle presented at the right time is what makes a story newsworthy.
A Checklist to Figure Out Your News Angle
To figure out a news angle, ask yourself the following questions:
- Is it timely?What may have been news last week, could be old this week.
- Is it innovative? A new or fresh approach to meeting a need.
- Is it unusual or different? If there are similar products or services, what is unique about yours?
- Will it instigate a change that will affect your customers or many people in your community?
- Could it impact the public's health and safety?
- Could it impact your area's economy? The relocation or expansion of a small business could be big news in some communities.
- Is it something that has never been done before, or has never been done before in your community?
- If it has been done before, how is it being done differently this time and why?
- Does it tie in with a current item in the news?
- Does it tie in with a trend?
- Does it tie in with a particular season or holiday?
- Is it information that previously did not exist? Such as results of a survey or study.
- Does it have emotional appeal? Is it a moving, amusing or inspiring story?
- Is it information that can help people make an important decision or avoid a serious mistake? e.g., how to spot mail fraud, avoid an IRS audit, select an HMO, hire child care.
News Releases
Information about how to write
news releases and contact the media.
When to Hold a News Conference
Reporters really don't like news conferences, unless one is absolutely necessary. Journalists especially don't like attending a news conference if sending a news release would accomplish the same goal. I have heard many sad stories from organizations that scheduled news conferences and were disappointed with the results. This happens when the information doesn't warrant being disseminated in the controlled environment of a news conference. Reporters will attend a news conference if the information is urgent, of significant impact or public interest, or if the presenter is a highly sought after individual. One good reason to hold a news conference is when your organization is in
crisis.
