Is it really newsworthy
Amidst the daily deluge of information, from tweets to blog posts, deciphering what truly deserves attention becomes the million-dollar question.
When crafting a press release, one of the primary concerns should be: “Is this news really interesting enough to make a newsworthy story?”
The Essence of Newsworthiness
Simply put, newsworthiness hinges on interest. But whose interest are we speaking of? Primarily, it’s the media’s, but ultimately, it’s the public’s. Here are some factors that can determine the appeal of your news:
- Relevance: Does the news resonate with the current cultural or socio-economic environment? For instance, a technological breakthrough in clean energy might be highly relevant in today’s climate-conscious world.
- Uniqueness: What sets your news apart? If your announcement brings a fresh perspective or a novel solution to an existing problem, it’s more likely to captivate attention.
- Impact: Does your news affect a large group of people or a particular community profoundly? High-impact news often finds its way to the forefront.
- Emotional Pull: Human interest stories, or stories that evoke strong emotions—be it joy, empathy, or even outrage—often make compelling narratives.
Gauging Your Press Release’s Potential
Before hitting ‘send’ on that press release, challenge its content with these questions:
- Would I want to read this? If the answer is no, then why would a journalist or their audience?
- Is there a bigger story? Perhaps your product launch isn’t the story, but its implications on the industry or its benefits to the end-users are.
- Can I envision the headlines? If you can think of catchy, intriguing headlines based on your press release, that’s a positive sign.
Adding the ‘Interesting’ Quotient
Even if your core news isn’t inherently riveting, there are ways to package it appealingly:
- Data and Statistics: Backing your press release with data can provide credibility and sometimes, a surprising angle that piques interest.
- Human Angle: Relating your news to personal stories or testimonials can add a depth of emotion and relatability.
- Visuals: Including high-quality images, infographics, or videos can elevate the narrative and make it more shareable.
While the traditional criteria of newsworthiness still hold importance, the concept is ever-evolving in today’s dynamic media landscape.
What remains constant is the pursuit of interest.
By focusing on the genuinely interesting elements of your news and presenting them compellingly, you elevate your press release from mere information to a story worth telling.