Is Your Story Newsworthy?

If you ask any PR executive who their most trusted relationship is with you’re likely to get the same response, the media. They are the people who continuously tell our client’s story, share breaking news, and help spread the word. Journalists and reporters are our lifeline in connecting with an audience. That’s why it’s essential for every PR executive to not only build a strong rolodex of connections, but to nurture those relationships as well.?

At JMG PR, we pride ourselves on having tight connections with a variety of media outlets, in addition to having the ability to spot the types of stories that will generate interest from those connections and a buzz within an audience. Being able to distinguish what’s newsworthy and what isn’t helps to keep us at the forefront of a reporter’s mind. If the content we pitch checks off the boxes they’re looking for, then we’ve succeeded in becoming a trusted source for information.?

Companies often have high aspirations when it comes to how they want to look in the public eye and what types of information they want shared; maybe it’s a company’s milestone or the appointment of a C-level executive. Although the news may be interesting within the company organization, unfortunately it may not be as important to a larger audience.?? When we bring news to one of our media contacts it must be of equal interest to their audience. The last thing anyone in the PR industry wants to do is continuously ping a reporter with information they know is not going to generate attention. If your story lacks certain “ingredients,” don’t expect a response. Journalists receive hundreds of emails daily and are usually working on tight deadlines so for them time is of the essence. If you want to remain on the media’s good side, you must know how to choose the right stories. While PR professionals know how to spot them, not everyone has the ability.

So how can you tell if your story is newsworthy? I’ve compiled some general tips to help you assess this question before hitting send on your next outreach email.

Is the story timely? When preparing a pitch, ask yourself if what you’re about to share is current news. Will it still be timely by the time the media is ready to go to print? For example, if a company has a major announcement it is crucial to get the story out quickly otherwise it becomes yesterday’s news. No one cares about a story that is old or one that has been heard a million times before.

Does the story connect emotionally with an audience? It’s important to know who your audience is and what it is they want. One of the things they look for is an emotional connection. Ask yourself, why should an audience care about your story? From a journalist’s standpoint, they want stories to resonate.? If what you have to share pulls on your heartstrings, chances are it will have the same effect on the media, as well. ?

Shock value Often the most successful stories are the ones that elicit a strong reaction from the reader. The element of surprise garners the most attention within the media every time.

Stick to the point Press materials need to be short, sweet, and to the point. Your press release should begin with an attention grabbing headline followed by a short, but informative summary. When it comes to getting the word out, less is always more. No one wants to read something that is pages long.

Future impact Your story may not be relevant to present day, but think about the effect it could have long-term. Ask yourself, will it have an impact or shape the future of the company, the industry, or even the subject in some way? ??

Is the story relevant? No one wants to read a story they’ve already heard elsewhere and in today’s digital world, the news is accessible 24/7.? When looking at your story, it’s important to find a way in which to closely connect it to the current news.?

Does it have an element of surprise? Reporters love a good hook, it’s what grabs a reader’s attention. The element of surprise is what often makes a story stand out. Who doesn’t love discovering something new?

Who does the story appeal to? Does the story have widespread appeal or is it geared towards a more specific topic/niche? While a story that appeals to the masses allows you to cast a wider net, if you can pinpoint a target audience it is likely you can find a media outlet geared towards the same target.

When determining whether your story is newsworthy, keep in mind that media outlets want to report on things that are going inform, interest, or affect their audience. They’re not looking to put out information that is irrelevant, outdated, and lacks value. The key factor is to create content that ultimately connects with a lot of people. ?

As collaborators, we’re always looking to hear feedback from our community. If you have questions on what makes a story newsworthy, or maybe a tip not shared here, drop us a line below, we’d love to hear from you. ?

Jenna Guarneri - JMG Public Relations