3 Essential Elements to Ensure a Press Release is News
In a past blog, we illustrated the difference between a press release and a news article. However, despite their differences, one element is common and essential for both: newsworthiness. But what is news? Opinions on what is news vary, but most journalists agree that certain ingredients have to always be present to comprise what is considered “news.” For a press release, to be newsworthy it should at the very least include the following three elements:
No. 1: Newness. If it’s not new, it’s not news. This is something every journalist can agree on. Take for example the recent death of iconic musician Prince. Reporting on the death of Prince and/or the cause of his death is news if the reporting is immediate. Conversely, if a newspaper, magazine or press release reports his death after a significant amount of time has lapsed, and in this case that can be as little as a day or two, it is no longer news. That doesn’t mean, however, if you are issuing a press release it has to happen immediately after the fact, as you are most likely not reporting someone’s death. You have more leeway vis-à-vis timeliness with a press release, but news should be disseminated sooner rather than later or becomes irrelevant.
No. 2: Immediacy. News doesn’t only have to be immediate as it relates to time, but proximity as well; i.e., if you live in California and are targeting local media outlets for your press release but are scheduled to give a seminar in New York and are trying to get the word out, you’ve failed the immediacy test, and your “news” is not really news. Your local media outlets will not be impressed and most people will not travel across the country to attend your seminar, unless you’re handing out thousand dollar bills at the door. Conversely, if your seminar is in relatively close proximity, it is news, but the word should be gotten out early so people can attend. Additionally, whatever the news you want to convey, always ask yourself before issuing a press release, “If this happened outside my immediate area, my city, my state, would I be interested in reading about it?”
No. 3: People-oriented. If a dog saves a baby from a burning building, that is news; however, always keep in mind that most news is automatically about people, as people influence and change the world we live in. If the same dog that saved a baby from a burning building were to later have a litter of puppies, that would be cute, but not news. When issuing a press release, it should be about you and/or your business, and the topic should be timely and relevant. However, it can also be about how your business supports a charity, for example, or what you as a business leader are doing for your community, which also has the people factor and is news.