Newsworthiness separates press releases that generate media coverage from those ignored by journalists. Understanding the criteria media professionals use to evaluate story value helps PR practitioners create announcements that meet journalistic standards and merit coverage consideration.
Timeliness represents perhaps the most fundamental newsworthiness factor. News is called 'news' because it's new—recent, current, or addressing present circumstances. Press releases about events long past or announcements with no time relevance rarely generate coverage. Tie announcements to current situations, trends, or timely developments whenever possible.
Impact magnitude determines coverage interest based on how many people the announcement affects and how significantly it affects them. Major announcements affecting broad audiences—new regulations, significant price changes, widespread service disruptions—naturally attract more coverage than narrow announcements affecting limited groups. If your announcement's impact is limited, target specialized media serving affected audiences.
Proximity influences newsworthiness through geographic relevance. Local media cover local stories that general news outlets ignore. A small business opening might be major news for community publications while irrelevant to national media. Understand geographic newsworthiness and target outlets appropriately based on announcement scope.
Prominence involves whether your announcement features recognizable people, organizations, or brands. Unknown startups face higher newsworthiness bars than established companies. If your organization lacks prominence, create newsworthiness through other factors—innovation, impact, timeliness, or human interest.
Conflict and controversy generate media interest, though creating artificial controversy for coverage purposes often backfires. Genuine disagreements, competitive positioning, or challenging conventional wisdom can be newsworthy. However, manufactured conflict appears desperate and damages credibility.
Human interest transcends traditional news criteria by touching emotional chords. Stories about individuals overcoming challenges, achieving against odds, or exemplifying broader trends attract coverage regardless of traditional news metrics. When appropriate, frame announcements around human stories rather than corporate facts.
Novelty and unusualness capture media attention. 'Man bites dog' exemplifies this principle—unusual occurrences are more newsworthy than expected events. Genuinely novel approaches, unexpected partnerships, or surprising findings merit coverage where routine announcements do not.
Significance beyond immediate announcement strengthens newsworthiness. How does your announcement fit broader industry trends? What does it indicate about market direction? What implications does it carry for the industry or society? These bigger-picture connections elevate announcements from simple company news to stories with broader relevance.
Data and research provide objective newsworthiness that subjective claims lack. Original research, proprietary data, or unique statistical insights offer journalists factual hooks for stories. Even modest surveys can generate newsworthiness if findings are genuinely interesting or counter-intuitive.
Exclusivity increases newsworthiness through competitive dynamics. Exclusive announcements or information available only to specific journalists create urgency to cover stories before competitors. However, exclusivity must be genuine and strategic rather than artificially limited information designed to manipulate coverage.
Honest assessment of newsworthiness improves press release effectiveness. Before distributing, objectively evaluate whether your announcement truly merits media coverage. If newsworthiness is marginal, consider whether distribution is worthwhile or if resources would be better spent on more significant announcements. Quality over quantity yields better media relationships and results.