(A moment of transparency: This is the first time I record my voice – so I know it won’t be perfect. That said, I want to embrace using this medium and get more comfortable with sharing my voice. Thanks!)

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As communications professionals, sometimes it’s challenging to explain to colleagues why not every initiative is actually relevant or worth covering by the media. What makes a story not just good, but great? What makes a story actually newsworthy?

Every day, thousands of stories vie for the limited spots in media outlets, from the morning paper to the nightly news, and even across the buzzing world of social media. To navigate this competitive landscape, it’s vital for businesses to understand what journalists and their audiences consider “newsworthy.”

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Is it Newsworthy?

• Is it timely? News is, by definition, “new.” It’s about what’s happening now or what’s about to happen. As communicators, we need to ask: Is this immediate? Does it relate to something happening in the broader world? A product launch could be newsworthy if it aligns with recent technological advances or consumer trends.
• Is it relevant? This means knowing your audience and understanding what matters to them. A story about a major investment in sustainability might resonate deeply in today’s environmentally conscious market. Here, relevance meets responsibility, and the story can capture both mind and heart.
• Does it impact people? How many people does it affect? How deeply? Changes in legislation, groundbreaking research, or significant corporate shifts are examples where the impact is clear and substantial. A story with strong impact often carries itself further and faster than one without.
• Is it unique? In a world cluttered with information, something that stands out as different is refreshing and more likely to be noticed. Maybe your company is taking an innovative approach to an old problem, or perhaps you’re involved in something that’s never been done before. That’s the kind of story that piques interest and sparks conversation.
• Does it have an emotional connection? Stories that evoke emotions—joy, surprise, empathy—tend to have higher engagement rates. When a business helps solve a community problem or participates in a charitable event, it doesn’t just tell a story; it shows character and builds relationships.

Understanding these elements helps us, as communications professionals, to not just tell a story, but to tell the right story. It’s about finding the angle that aligns with what’s newsworthy while remaining true to our brand’s voice and mission. This doesn’t mean manufacturing moments to get media attention but rather recognizing and leveraging the genuinely newsworthy moments that occur naturally in the life of a business.

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Final Thoughts

By being discerning about what we pitch to the media, and carefully selecting the right publications that align with our specific goals, we show respect and professionalism by only sending them news that truly matters. Choosing the appropriate outlet is just as crucial as the content itself, as it ensures our messages are relevant and impactful. If your company is B2B, you’ll probably need to focus on trade publications versus your local newspaper. Journalists, who are always pressed for time, appreciate sources that not only understand their audience’s needs but also respect the constraints of newsworthiness. This strategic approach not only enhances our credibility but also strengthens our relationships with the media.

Your turn: Have you ever nailed a media pitch that really paid off, or turned what seemed like a mundane update into a story everyone talked about? I’d love to hear how you did it! Drop your stories in the comments below.