Seven Tips for Giving Media News They Can Use: #2 - News Releases Should Contain News

Posted on Mar 30, 2012 in CHI University
Tags: public relations, integrated marketing communications, pr tips, news release

News Releases Should Contain News

That seems obvious, right? Although it may seem like a given that news releases should contain news, you’d be surprised at how often non-newsworthy stories are (or are attempted to be) transformed into actual news releases. Not every event is groundbreaking, and not every event should be announced with a news release. Basically, not all “news” is news.

How do you discern the difference between news and “news”? Some quotes can help us pave the way to enlightenment:

“When a dog bites a man, that is not news, because it happens so often. But if a man bites a dog, that is news.”
“News is what happens in the presence of an editor, and big news is what happens in the presence of an editor’s spouse.”
“If something that’s never before happened is about to happen, that loosely resembles the definition of news.”


What is News?

News is:

  • New information presented by word of mouth, print, broadcast or the internet to a third party
  • Information that feeds the desire to know what’s going on
  • Intelligence that gives readers/viewers/listeners an edge on their competition
  • Knowledge to help you prepare for the worst
  • Facts/statistics that provide clarity, trends that show you where things are headed and wisdom that helps you live better
  • Timely information that announces something new, different or specialized

Mostly, the information should be of sufficient interest or importance to the public.


Where can I Find News?

News happens all around your business, every day. Even if you’re saying, “I can’t think of anything worth writing and distributing a news release for,” there is surely something valuable that you can’t see, even if it’s right in front of you. Some newsworthy events your business may include:

  • Announcing a promotion or restructuring
  • Introducing a new product or service
  • Winning a new customer
  • Taking on a new line of merchandise
  • Expanding your office or moving to a new location
  • Winning an award

You can find news almost anywhere, if you know what to look for. Just be sure to have a news release full of news, not “news,” for PR success.

Stay tuned for the next blog in the” Seven Tips for Giving Media News They Can Use” series: Start with a strong headline.

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Seven Tips for Giving Media News They Can Use: #1 - Think Like the Media You’re Targeting
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Seven Tips for Giving Media News They Can Use: #3 - Start with a Strong Headline