What makes a story newsworthy?

Over the years, I’ve worked with people in various roles who are looking to leverage the news media to increase awareness about their brand. They typically have a goal in mind – whether it’s to boost their sales, gain new members, or spread the word about an event. However, when it comes to getting your story on the news, a hard sales angle will not work. 

Reporters and editors are responsible for telling newsworthy stories that impact their audience. Providing journalists with story ideas that are both compelling and a good fit with the kind of news they cover greatly increases the chance of getting news coverage.

So, what makes a story newsworthy? Here are a few things journalists are looking for. 

1.     It is a timely topic. 

The saying “yesterday’s new is old news” is particularly true when working with reporters. Your story must be timely, or journalists may not want to cover it. If your story is tied to an event or holiday, it’s important that you share your idea with journalists BEFORE it takes place so they can send a team to cover it. If your idea is about a person, place or thing, consider what makes it an important story to tell right now. 

2.     It impacts a large number of people. 

Journalists are looking to tell stories that their audience are interested in, and people are inherently interested in things that impact them directly. When brainstorming story ideas consider how your story impacts other people. Is this something that will help all seniors, or an event that the entire community is invited to? Feel-good human-interest stories also have a positive impact on a large number of people. 

3.     It is a unique story. 

What makes your story unique? Are you the first company to offer this good or service? Are you reaching an underserved community? Is this the largest, biggest, or best of something? Unusual stories tend to get the attention of reporters because they are interesting to a large number of people. When brainstorming story ideas, ask yourself what makes this unique – to your audience and the audience of the outlet you are pursuing.   

4.     You have someone to tell your story. 

Lastly, journalists are looking for someone other than your executive team to tell your story. Whether this is a client, resident, or community member, having a third party available to be interviewed will greatly increase your chances of news coverage. Identifying people who can help tell your story will also help you flesh out the story angle and learn how you are helping others. 

The above are general guidelines when coming up with newsworthy stories. Some stories will meet all four criteria, and some may meet only one. The important thing when pitching the news is that the newsworthiness of your story is clear. 

Need help getting your story on the news? I can help with that. Find out more about my media relations services, or reach out to learn more.