Why Creating Newsworthy Press Releases is Vital
In the competitive world of public relations, no one wants to be the person known for wasting the time of reporters and editors. Yet that’s precisely the reputation many PR professionals develop after sending out countless press releases with little newsworthy content.
Those that cross the line by sending out non-newsworthy press releases and/or promotional news releases risk losing credibility with editors and reporters. When they finally do have an earth-shattering story, it may end up filling a waste paper basket rather than newspaper column inches. Learning how to make a press release newsworthy isn’t just good practice—it’s essential for PR success.
Definition: What Makes Content Newsworthy?
Newsworthy content refers to information that is:
- Relevant and of interest to a target audience – It matters to readers, viewers, or listeners beyond those who created it
- Timely – Current, recent, or connected to upcoming events rather than dated information
- Impactful – Affects a significant number of people or has considerable consequences
- Novel or unexpected – Contains new information, surprising developments, or unusual occurrences
- Significant – Has importance beyond the ordinary or routine
- Human interest value – Evokes emotion, relatability, or curiosity
For press releases specifically, newsworthy content must provide genuine value to journalists and their audiences by offering information that goes beyond promotional messaging. It typically includes elements like major announcements, significant changes, innovation, controversy, achievement, or information that connects to broader trends or issues.
The ultimate test of newsworthy content is whether independent third parties (like journalists, editors, or readers) would consider the information important, interesting, or valuable enough to share with others—even if it didn’t come from your organization.
The External Value Test for Newsworthiness
Perhaps the simplest method to determine newsworthiness is to ask whether your press release really matters to people outside of your organization. That’s often a judgment call, but it’s important to put things in perspective. Building a new washroom at your company headquarters isn’t important to the outside world. Building a new manufacturing plant that will create a thousand new jobs is definitely worth a press release.
The Publication Relevance Test
Newsworthiness is often in the eye of the beholder. Something that is news to a food section editor is, in all likelihood, totally useless to a technology section editor. Use this to your advantage by targeting your press release to the appropriate editor of a publication. Make sure that a press release goes only to those who will consider it newsworthy.
The Timeliness Test
News has to be, well, new. Something that happened a year ago is not news. Even a month has a way of turning hot news into an item for the archives. Don’t resurrect dated developments and hope to get coverage. Send a press release when something is actually happening—not too late, and not too early.
How to Evaluate Your Press Release’s News Value
Ask yourself these critical questions to determine if your content is truly newsworthy:
- Does it impact a significant number of people? The more people affected, the more newsworthy the story.
- Is there something unusual or unexpected? The unexpected often makes news.
- Does it involve prominent people or organizations? Fame and name recognition increase news value.
- Is there conflict or controversy? Tension and disagreement naturally draw interest.
- Is it geographically relevant to the publication’s audience? Local relevance matters to local publications.
- Does it connect to current trends or other news stories? Timeliness and relevance to ongoing conversations boost value.
Common Mistakes That Make Press Releases Ignorable
Burying the Lead
Many organizations blow good news angles by focusing on what’s important inside their organization, as opposed to what’s important to the rest of the world. If you have news, put it in the lead of your press release. Don’t bury news under a pile of blatant advertising or fluff—it will probably never reach the printed page.
Promotion vs. Information
Press releases that read like advertisements rather than news stories get discarded quickly. Focus on providing valuable information rather than promotional language.
Lack of Specific Details
Vague press releases without concrete facts, figures, or quotes lack credibility and news value. Be specific and back your claims with evidence.
Missing the “So What?” Factor
Every press release needs to answer the question: “Why should anyone care?” If you can’t clearly articulate this, your release isn’t newsworthy.
Step-by-Step Guide to Creating Newsworthy Press Releases
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Study Your Target Publications
Read newspapers, trade publications, and related magazines on a daily basis, with an eye on what they consider news. An objective instinct for newsworthy stories will develop over time.
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Identify a Genuine News Angle
Look for elements like innovation, impact, timeliness, or human interest in your story.
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Craft a Compelling Headline
Include the most newsworthy element in your headline to grab attention immediately.
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Lead with the Most Important Information
Use the inverted pyramid style—put the most critical facts in the first paragraph.
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Include Relevant Data and Quotes
Support your news with statistics and compelling quotes from key stakeholders.
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Provide Context
Explain why this news matters in the broader industry or community context.
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Keep it Concise
If it’s really important news, make your press release as succinct as possible. Aim for 400-500 words maximum.
Making Your Press Release More Newsworthy – Examples
Example 1: Product Launch
Weak Approach: “Company X is proud to announce our new software.”
Newsworthy Approach: “Company X launches industry-first AI solution that reduces manufacturing errors by 85%, potentially saving the industry $2.3 billion annually.”
Example 2: Executive Appointment
Weak Approach: “Company Y hires a new CFO.”
Newsworthy Approach: “Former Federal Reserve advisor joins Company Y as CFO to navigate upcoming industry regulations, signaling strategic shift toward sustainable finance.”
Example 3: Business Milestone
Weak Approach: “Company Z celebrates 10 years in business.”
Newsworthy Approach: “Local employer Company Z marks decade of growth by pledging $1M to community development, creating 50 new jobs amid economic downturn.”
Example 4: Research Findings
Weak Approach: “Our company has completed a study on consumer preferences.” Newsworthy Approach: “New research reveals 73% of consumers now prioritize sustainability over price, signaling major shift that could reshape retail industry practices amid climate concerns.”
Example 5: Partnership Announcement
Weak Approach: “Company A and Company B are pleased to announce a new partnership.” Newsworthy Approach: “Tech giant and healthcare leader forge unprecedented cross-industry alliance to develop AI-powered diagnostics that could reduce cancer detection time from weeks to minutes for 3.5 million patients annually.”
Example 6: Event Announcement
Weak Approach: “We’re hosting our annual conference next month.”
Newsworthy Approach: “Industry’s first carbon-negative conference to feature breakthrough demonstration of controversial quantum computing application, with competing tech leaders sharing stage for first time since landmark antitrust ruling.”
Think Like an Editor
In the end, the best advice for creating newsworthy content is to think like an editor or a reporter. Be honest—if you were in their shoes, would you be interested in the press release you’re about to send? If the answer is yes, send it. If you’ve got doubts, rewrite it. If the answer is no, revise your approach or wait for a truly newsworthy development.
Remember that building relationships with media professionals is a long game. By consistently providing genuinely newsworthy content rather than promotional fluff, you establish credibility that will serve you well when you have truly important news to share.
By following these guidelines, you’ll dramatically increase the chances of your press releases being picked up, published, and shared—the ultimate goal of any PR professional seeking to create truly newsworthy content.
This article, written by Mickie Kennedy, originally appeared in PR Fuel (https://www.ereleases.com/prfuel), a free weekly newsletter from eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. To subscribe to PR Fuel, visit: https://www.ereleases.com/prfuel/subscribe/.