5 Reasons Journalists Look For Newsworthy Press Releases

There are a number of reasons why journalists look for newsworthy press releases. Understanding those reasons can make all the difference to any marketing campaign you create.


1-The challenges of being a journalist

Journalists have a number of unique challenges when it comes to doing their job. They need to find a constant supply of new and noteworthy information to pass along to their target audience. They also have to be certain that the information they are giving is accurate, because there can be legal implications if it isn’t.

Journalists and professional bloggers are constantly on deadline and need to produce copy regularly. They can really only do their job if they get good pitches from the public relations (PR) and marketing departments of many different companies, and/or use a press release distribution service.

2-Needing real news

Most companies have no idea how to pitch a story, so that leaves journalists having to hunt through distribution services. Using keywords, they can search through the latest press releases published through the services to find items that are truly newsworthy and of interest to their readers. They will steer clear of sales letters or the self-glorification that many companies try to pass off as news.

3-Needing real facts

Journalists use press releases in order to get inspiration for their work, and factual information, too. Press releases come straight from the horse’s mouth, so to speak. They are written by people within a particular company, so they can be reasonably certain that the facts will be correct.

4-Finding the new and noteworthy

The best press releases tell what is new in an interesting and tightly-written way, without a lot of fluff. There’s no hype, and the release clearly is news. Newsworthy items include:

+A new product release

+Mergers, acquisitions

+New partnerships

+New rounds of funding

+A live event to be held

+News of a recent event that was held

When journalists scan the headlines looking for newsworthy items, they are always trying to answer the question, “What’s in it for me, and what’s in it for my readers?” This can make a huge difference to any marketing campaign you plan if you answer that question in the way you write the headline, making it intriguing enough to hook them in.

5-Finding the information their readers need and want

A good headline will tease, and a good press release will deliver. It will tell people literally what is new. It might also connect to a top trend that has emerged, or to an upcoming holiday or other special event.

For example, if there is an upcoming charity walk, a business might send out a press release about its sponsorship, team, fundraising efforts and so on, and try to encourage people to participate themselves, or donate.

Implications for your marketing efforts

Creating newsworthy press releases are one of the best ways to connect with journalists and get them to take your material seriously. This in turn will mean more media coverage. Provided you give a clear call to action, such as join, download, subscribe, and so on, a good newsworthy press release can help you attain all your marketing goals.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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