What is Considered "News"?

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We steadily send out news releases about our clients every time something newsworthy occurs.







But what do journalists consider newsworthy? Here are some ideas.

• Your company has a new product or service
• Either you, your company or someone in your company has won an award
• You have been elected to a board of directors
• Your company has hired or promoted an employee
• Your company has just signed a major new client
• Your company has relocated or expanded its facilities
• Your company is sponsoring an event for a charity
• Your company has re-launched a new Web site
• Your company has significantly changed or improved a product
• Your company has expanded into a new market
• You are offering a seminar or giving a speech at a conference
• There is a new trend in your industry
• You are the author of a newly-published book

The reason to issue a news release is to get the media to call back and interview you. Even if the media does not interview you, however, a news release can result in a couple of sentences or a short paragraph in various publications, keeping your name in front of your target public.

The media wants to speak to an authority in the field. When a topic on which you have expertise is in the news, e-mail a news release or a pitch with a brief comment and state that you are available for interviews. Over time, the media will begin to associate your name with your profession, industry or field of expertise.

To distribute your news release, create it as a word processing document, then copy and paste it into an e-mail. Do not send it as an e-mail attachment. E-mail the news release to yourself and use the “BCC” (blind carbon copy) function to send it to your media list. This avoids distribution of the e-mail to hundreds of media outlets via the “TO” function, so that the first thing the editor sees is the 100 other e-mail addresses who received your release.