What Makes a Good, Newsworthy Story?
McKerns Development and PR specializes in creating a custom story about your business – an article that will be deemed newsworthy. We all want recognition and we’ve learned that one way to get it is through the power of the press. (And yes, the press also includes influential blogs and bloggers.) Whether a press release or a feature story, it is wise to consider what makes something newsworthy.
An item written about a company, its products, people or actions is newsworthy when it is unique, timely, is relevant to an issue or ties into other issues, is controversial, thought provoking, reinforces existing ideas, shows new or unusual ways of doing things, or is interesting to the point of acceptance and repeatability.
An idea, item or product, method (way of doing things) can be newsworthy by provoking a desired response, such as changing I might need that someday, to, I want that right now.
Newsworthy items provoke interest, curiosity, wonder, delight, enthusiasm, or the opposite, such as horror. Horror? Yes, first you bring something horrifying to light and show a better, more humane or different approach.
A person can be newsworthy when others strongly agree, disagree, want to know more, or be associated with that person.
A firm can be newsworthy when their story causes people to think, These are the right people to help me (solve problem/realize success/meet time frame/achieve definite result).This is a group of outstanding leaders in their field. This firm has a better or more interesting way of doing something.
A product can be newsworthy when it solves a unique, common or universal problem, or offers attractive features with defined benefits. Products can range from the serious (artificial limb) to the frivolous but potentially desirable (hair extensions). Procedures, systems, methods can be newsworthy when shown to be of a positive nature, and also can range from serious to ground breaking in entertainment or pop-culture.
Every product, service, activity, concern, hobby or habit has its followers and fan base: Bicycles (product), legal (service), sports (activity), weight gain/loss (concern), photography (hobby). And most services, activities, or hobbies can be approached at different levels from enthusiast to professional. Therefore the news surrounding a new or better product or service will need to address its target market. Is this for the professional or hobbyist? Is it for a special or one time use?
There are three things to consider:
What makes a Press Release or Feature story newsworthy for you.
What makes a Press Release or Feature story newsworthy for the magazine (or other outlet).
What makes the Press Release or Feature story newsworthy for the reader.
1. Promotes Business (Market Sector) you’d like to Grow.
2. Promotes Expertise and Leads you to Dominate the Market.
3. Demonstrates your Technical Approach and Shows How you Accomplished the Difficult or Unusual.
4. Represents the Nature of your Firm and the way it does Business.
5. Represents the way you successfully attack Problems and Deliver Solutions.
6. Demonstrates Measurable Results and can be Duplicated or Repeated for another Situation.
7. Represents your firm and the Nature of its Desired, Repeat and Ongoing Business.
8. Cements your Relationship with another firm (s), and Promotes Relationships that will bring you business.
9. Provides a compelling reason for customers or clients to want to contact you.
10. Gives potential clients and customers a way to easily find you and contact you.
11. Becomes a Marketing Piece to promote your firm, and can be used in Direct Mail, on your Website, blog and in Newsletters.
For Them (The Magazine, Trade, Blog, News Site or Newspaper)
1. The Story Delivers Fresh News that makes Readers Turn to Them First.
2. The Story is about a Great Project or Idea of its Type. It Catches the Attention of those Wanting News.
3. The Story Idea Entices Revenue Sources for Regional Issues, Special Issues, Awards Issues and Project Success issues.
4. The Story Generates ad revenue from those Associated with you, or from those wanting to reach the Readers in similar issues.
5. The Press Release or Story Idea contains High Interest Items Reaching the Market, Defining a Market, Selling more ads or more issues, boosting readership and encouraging continued following.
For Them (The Reader/Potential Clients and Customers)
1. Shows Them a New Way or Better Way to do Something (Faster, Less Risk, More Dollars, Quicker Turn Around, Better Methods.)
2. Demonstrates Business Success that Makes them Want to Know You.
3. Shows Project, Product or People Success that makes You Become the Expert, Makes them Want to Contact You or Send the Article or link to One of Their Contacts.
With this in mind, review each Press Release and Feature Story according to the checklist of three’s – Is it newsworthy for me, for the publication and for the readers?
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McKerns Development and PR. 264 Cypress Trace, Royal Palm Beach, FL 33411.
Copyright 2012. All rights reserved.