What News Warrants a Press Release? Find Out Fast

Use the media alert for actual news. Not everything your company does deserves a news release. We’ve learned the hard way (and seen others do the same) that sending out too many press releases, especially for things nobody outside the building cares about, just gets us ignored. 

We save our news releases for stories with genuine significance, and focus on what media outlets and readers want, not what we wish they wanted.

Key Takeaways

• Only share news releases for announcements with real public relevance, impact, or originality.
• Routine internal changes and promotional fluff rarely get media coverage.
• Make every press release timely, factual, and clear, answer: “Why should anyone care?”

How We Decide What’s Press Release-Worthy

We ask ourselves, would a reporter care about this, or is it just interesting to us? That’s the line. If it’s only for our team, we skip the release. If it affects customers, partners, or the public, we keep writing. Here’s how we break down what makes something newsworthy.

Relevance: Does It Matter to Anyone Outside Our Company?

We try to look at our news through someone else’s eyes. If the announcement changes something for our customers, partners, or the public, it’s relevant. Like when we opened a new office in a city with high unemployment, suddenly, local business reporters were calling us for interviews. 

Compare that to the time we announced a new break room coffee flavor. Not a peep.

Timeliness: Is It Actually News, or Just Old News?

News is only news if it’s new, or about to happen. Understanding the optimal timing for PR is crucial, journalists want what’s current, not what happened months ago. We learned our lesson after we sent out a release about an award weeks after the ceremony. Nobody cared. Now, if we miss the window, we don’t bother.

Impact: Who Does This Affect, and How?

If our announcement can shift an industry, make a difference in a community, or influence the market, it’s press release material. We had a product recall once, definitely news. Customers and partners needed to know. But when we updated our company handbook? That went straight to the staff email list.

Connection to Trends: Does It Tie Into Bigger Conversations?

If our news links to a bigger trend, green tech, AI, DEI, media outlets are more likely to care. We once partnered with a nonprofit on a climate initiative, and by connecting our story to national conversations about sustainability, we got picked up by both niche and mainstream media.

Originality: Is It Unexpected or Genuinely New?

Launching something truly new, a patent, a breakthrough, a study nobody else has, deserves a press release. We saw great results when we shared data from a unique market survey. But when we just added a new snack to the vending machine? Not news.

Surprise Factor: Is There an Unexpected Collaboration or Twist?

When we work with an unexpected partner, or announce a collaboration nobody saw coming, that’s worth telling the press. Years ago, we teamed up with a competitor for a safety initiative. The surprise factor got us national coverage. Social media alone couldn’t have done that.

Visuals: Can We Show, Not Just Tell?

We always include visuals if we can. A photo of our new product, a video with our CEO, these make our releases stand out. Journalists and bloggers want stories they can illustrate. We once landed a TV spot just because we included B-roll footage. [1]

What Actually Deserves a Press Release

Not every update is worth a press release. Here’s what we, and most media outlets, think is newsworthy.

Product and Service Announcements

• New Product Launches: If we’re releasing something that changes how people work or live, we go public. Like our first cloud-based software, it landed us a trade magazine feature.
• New Product Ranges: Launching a whole new line, especially in a new market, is usually news. Our eco-friendly packaging got attention from both industry and environmental reporters.

Organizational and Business Developments

• Mergers, Acquisitions, Partnerships: Buying another company, merging, or forming a major partnership? Classic press release material. Our alliance with a national retailer got us business journal coverage.
• New Office Openings, Expansions: Expanding into a new city or country signals growth. When we opened in Canada, local media picked it up.

Achievements and Leadership Changes

• Major Awards, Recognitions: Winning a big award or industry recognition is worth sharing. After we won “Best Employer,” we saw a spike in job applications.
• Appointment of High-Profile Executives: Hiring a new CEO or bringing in a well-known expert? That’s press release territory. Media often want to profile new leaders.

Research and Public Interest Announcements

• Groundbreaking Discoveries: Publishing research or inventing something new? A press release helps establish us as leaders and draws science reporters.
• Community Events, Philanthropy: Hosting a major event or launching a philanthropic effort with real impact? We issue a release. Our city-wide cleanup got a great turnout thanks to local coverage.

What Doesn’t Deserve a Press Release

Credits: Nader nadernejed

We’ve learned, sometimes painfully, that some things just aren’t press release material.

Routine Internal Updates

• Minor Changes: Moving desks, new lunch policy? Not news. That’s for staff emails.
• Regular Meetings, Non-Newsworthy Events: Weekly meetings, employee training days, these don’t need to go public.

Pure Promotion

• No Broader Relevance: If it’s just to say we’re great, we skip it. Journalists see through self-promotion.
• No Clear News Hook: If we can’t answer why anyone outside should care, we don’t send a release.

Outdated or Irrelevant Information

• Non-Timely Releases: Sending old news is a waste. We once sent a release about a project finished months earlier. No coverage. Now, we stick to current or upcoming events.

How We Write Press Releases That Actually Get Covered

Even when we have real news, it only gets picked up if we write it right. Here’s what we focus on. We also consider the best time for press release distribution, as timing can greatly influence pickup and coverage

Start With: “Why Should Anyone Care?”

Every release starts by answering this. If we can’t explain why our news matters to the public, we rethink. We always include the impact, does it help customers, create jobs, solve a problem?

Connect to Trends

We tie our news to what’s happening now. When we launched remote work tools, we explained how it fit into the “future of work” conversation. That gave journalists a reason to care.

Support With Facts and Quotes

• Use Specific Data: We include numbers, “created 200 jobs,” “cut emissions by 20%”, that journalists can use.
• Credible Sources: If we reference industry trends, we point to credible sources.
• Meaningful Quotes: We add quotes from real people, our CEO, a customer, a community leader. These give the story a human angle. Once, a quote from a nonprofit partner turned a small announcement into a bigger feature.

Structure: Inverted Pyramid

We lead with the most important info, who, what, when, where, why, in the first paragraph. Details come later. This helps reporters see if the story’s worth covering.

Keep It Short and Readable

We keep releases under 500 words when we can. Short, clear sentences work best. Nobody wants to read a novel.

Stay Honest

We stick to the facts, don’t overhype, and check everything for accuracy before sending. Typos, errors, or misleading claims can ruin our credibility. We’d rather hold a release than send something sloppy.

When a Press Release Isn’t the Answer

We’ve found that restraint works. Only send a press release when the news truly matters to people outside our company. Use media alerts for quick updates or event details. For minor news, social media or a blog post does the trick.

If we want media coverage, we focus on news that’s timely, significant, and relevant. We make it easy for journalists to see why our story matters, and always back it up with facts, visuals, and quotes. And sometimes, the best press release is the one we don’t send, we save our bulletins for when it really counts. [2]

Our Checklist: Is This News Release-Worthy?

We run through these questions before hitting send:

• Does this affect people outside our company?
• Is it new or about to happen?
• Does it tie into a bigger trend or issue?
• Is it genuinely original or surprising?
• Can we show it with visuals?
• Is there a clear, factual impact?
• Can we back it up with data or quotes?
• Would a journalist actually want to cover this?
• We always ask ourselves: when to issue a press release for maximum impact?

If we can’t answer yes to most of these, we hold back. There’s no shame in skipping a press release, sometimes, it’s the smartest move we make.

Conclusion

Press releases hold weight only when they deliver real news. There's no place for fluff here. Each release is crafted with precision, with a guiding question: why should anyone care? This approach not only garners the desired media coverage but also maintains the trust of journalists and the interest of the audience. 

By being genuine and purposeful in communication, they ensure their message resonates and stands out in a crowded space.

Your News Deserves the Spotlight, Publish Now with NewswireJet

FAQ

What news stories are worth writing a press release for?

If you're sharing breaking news, announcing product launches, or marking company milestones, that’s when you write a press release. It helps add credibility, build brand awareness, and reach both the media and public. Whether it’s event announcements or a major news announcement, a good press release shares key facts, includes a strong lead sentence, and speaks to your target audience.

How do you decide on the right news angle for a press release?

The best press releases have a clear news angle that helps the general public, potential customers, or media outlets quickly understand the key takeaways. Think about what’s new, why it matters, and how it fits into the bigger picture. That’s how you build credibility and get media coverage through a well written media pitch or news release.

What are the key elements of a good press release?

A great press release includes a lead paragraph, key details, and bullet points that highlight the key features of your product or service. Add contact details like a phone number and a media contact at the end. The body content should be clear and packed with key facts to help build trust and grab attention from radio stations, news outlets, or industry influencers.

When should you send a press release?

Timing matters. You should send your press release when the news is fresh, like for an upcoming event or after winning from an awarding body. If you’ve issued a press release and it got picked up, it means the timing, media pitch, and media alerts were on point. Sending out a press release too late can lead to missed media coverage.

How do press releases connect with social media and blogs?

Writing a press release can spark blog post ideas or create buzz on social media. When you write a press release that’s optimized with key elements, it can boost search engine visibility and reach a wider media database. Sharing news stories like an event press release or a crisis management update helps with media relations and connects with the general public.

What types of press releases work best for media and public interest?

Different types of press releases can hit different audiences. An event press release grabs attention for upcoming events. A company boilerplate at the end helps the media and public know who you are. Use best practices to keep it short, focused, and newsworthy. This makes it easier for media contacts and news outlets to run with your story.

Related Articles

• https://newswirejet.com/optimal-timing-for-pr/
• https://newswirejet.com/best-time-for-press-release/
• https://newswirejet.com/when-to-issue-a-press-release/ 

References

1. https://www.cision.com/resources/articles/pr-lessons-state-of-the-media/
2. https://gitnux.org/public-relations-statistics/