What Makes A Good, Newsworthy Story?
An item or project 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 project can be newsworthy by provoking a desired response, such as changing, I might need that someday, to I want that right now.
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).
There are three things to consider:
What makes a story newsworthy for you.
What makes a story newsworthy for the magazine (or other outlet).
What makes the story newsworthy for the reader.
Here's a brief checklist:
For You
1. Promotes Business (Market Sector) you'd like to Grow.
2. Promotes Expertise; Leads you to Dominate the Market.
3. Demonstrates your Technical Approach; is Difficult or Unusual.
4. Represents the Nature of your Firm and the way it does Business.
5. Represents the way you attack Problems and Deliver Solutions.
6. Demonstrates Measurable Results, 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), 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 (Direct Mail, Website, Newsletter.)
For Them (The Magazine, Trade or Newspaper)
1. Delivers Fresh News that makes Readers Turn to Them First.
2. Great Project or Idea of its Type. It Catches the Attention of those Wanting News.
3. Entices Revenue Sources for Regional Issues, Special Issues, Awards Issues, Project Success issues.
4. Generates ad revenue from those Associated with you, or from those wanting to reach the Readers in similar issues.
5. Are High Interest Items Reaching the Market, Defining a Market, Selling more ads or more issues.
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 Approvals.)
2. Demonstrates Business Success that Makes them Want to Know You.
3. Shows Project Success that makes You Become the Expert, Makes them Want to Contact You or Send the Article to One of Their Contacts.
With this in mind, review each item according to the checklist of three's - is it newsworthy for me, for the publication and for the readers?
Related Tags: writing, marketing, public relations, promotion, press, business marketing, mckerns development
McKerns Development creates, writes and places press specifically promoting your goals for your business, writing feature stories generating high readership and interest in magazines and the press and promoting mutually identified goals. McKerns Development utilizes Media contacts and relationships with editors and writers in major publications, local and national, and to-the-industry specific publications. Press Releases, PR and feature stories are both written and placed, and publication is secured. McKerns Development offers Strategic Business Development with services delivered in packages, so that the business owner can see deliverables, cost and benefits of each.
http://www.freewebs.com/mckernsdevelopment
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