Your story is fantastic! It’s revolutionary, unique and everyone will want to read it, right? Or wait, maybe not. I exist, therefore I am newsworthy. Wasn’t that Descartes’ his famous saying? Wrong. There are always reasons why your story is not getting picked up by mainstream media, or media in general.

Answer these 4 quick questions to see if your story is considered news before contacting journalists, creating pitches and pushing out content.

1. Did you bite the dog or did the dog bite you? 

Have you identified a trend that your story defies, i.e. can it be trending? While not every story needs to be in the Top #10 on Twitter, it does need to have a sense of readability. For example, would you read a story about a dog biting a person or would you read one where the person bit the dog? Drastic yes, but the point is clear, why would anyone be interested in this story. Break it down into a straightforward reason.

Pro tip: check out Sarah Redohl’s 7 elements of newsworthiness as an introduction to what is considered news. 

2. What’s in it for me? 

You’ve established the single reason people would want to be interested in your story, now ask yourself; what’s in it for you? No, not you. Your audience. What does the story help them with in their life? Will it solve a problem for them? Will it teach them something? Will it excite them?

3. Does your announcement showcase you as the hero? 

Remember you can be the hero in someone’s story without it being self-serving. All PR will be beneficial to you, but the key lies in balancing how much value you can offer through your news. Find the value your announcement offers your potential audience and how it will be perceived.

Is your message self-serving? If it is, then you’re better off looking at a different strategy, such as advertising.

4. What is your intention? 

Getting awareness is never the answer. The intention behind every news piece lies in your strategy. Does your announcement tie into a long term strategy that will connect with your target market, generate leads, or get mentions in outlets etc.? Identify the intentions of your piece and your ideal trajectory and then go for it!

Is your news piece actually newsworthy? Great stuff! You’ll need this Press Release Template to get your story to the right audience.