Thanks to low quality press release directories, a lot of us have lost sight of what press releases are really supposed to be. A press release is supposed to be a piece that highlights a news story the media might be interested in covering. A press release isn’t supposed to be a poorly disguised advertisement for your company, and it’s not supposed to be something you thoughtlessly throw together and post online because you want to improve your search rankings.
In short, press releases are supposed to be newsworthy.
But what exactly does “newsworthy” mean?
For a story to be newsworthy, it should meet one or more of the following criteria:
- Timely—Go to the front page of CNN or your favorite news website. The featured stories are about things happening right now, not things that happened a year ago. The topic of your story needs to be current or connected to a trending topic in the media.
- Relevant—Your story needs to address an issue that the media outlet’s target audience will actually care about. For example, if you’re trying to get featured in Entrepreneur magazine, you’d better have a story that entrepreneurs (the people who read the magazine) would actually care about.
- New angle—You could get by with talking about an old subject if you find a new twist that makes it fresh and relevant.
- Human interest—Human interest stories tend to have a longer shelf life. They have an emotional element to them that people can really latch onto.
- Geo-specific—When targeting local media outlets, having a story that has a local angle or local appeal could be helpful.
What are some other criteria that could determine if a story is newsworthy?