What makes a newsworthy story?

You’ve probably had moments when you thought, “This could be the next big thing!” - whether it’s a new product, a strategic partnership, or a development that will cause a seismic  industry shift. But how do you know if your story truly has newsworthiness? 

What is a ‘newsworthy story’?

A newsworthy story is one that captures the audience's attention through its relevance, timeliness, and impact. It often highlights significant events or trends that influence public opinion and provide value, whether in the form of new insights, entertainment, or a unique perspective. But not every company development qualifies as newsworthy. To assess its newsworthiness, ask yourself whether it has the potential to spark conversations beyond your industry.

Here’s a breakdown of what makes a newsworthy story stand out in today’s crowded media landscape.

1. Timeliness

• Is your story relevant right now?
• Does it connect with current events or trends?
• A newsworthy story is often timely, tapping into ongoing cultural or industry conversations… So timing is everything.

2. Impact

• Does your news affect a wider audience?
• Can it influence the industry or society at large?
• The newsworthiness of a story is often tied to its potential to make waves—whether it’s shifting industry standards or sparking important discussions.

3. Uniqueness

• Can you present your news in a fresh way?
• Does your story offer a unique perspective or new insights?
• Stories that bring a new angle or offer fresh insights tend to have greater newsworthiness, standing out amidst the noise.

4. Prominence

• Does your story involve a well-known figure, brand, or event?
• Major players or high-profile events make a story more newsworthy, capturing more attention from media outlets.

5. Human Interest

• Does your story have a human element?
• Can it create an emotional connection with your audience?
• Newsworthy stories often tap into universal themes or personal stories that draw in a wider audience.

6. Target Audience

• What is considered newsworthy depends on the media outlet.
• Research the editorial focus and audience of each publication, and specific journalist that you pitch to.
• The newsworthiness of your story may vary depending on the audience you’re targeting, so make sure to align your story with the right publication and its readership.

Examples of a newsworthy story

• Product Launches: Introducing a new product that could change the game for consumers or businesses.
• Milestones: Sharing significant business achievements like reaching a revenue goal, investments, or entering a new market.
• Innovation: You’ve created a product or service rooted in innovation.
• Community Engagement: Highlighting efforts to make a positive impact, whether through volunteer work or environmental initiatives.

Is your story truly newsworthy? Here’s a quick test:

• Can you capture your story in a headline that’s 10-15 words?
• Can you explain why it’s a newsworthy story in a short paragraph with solid evidence to back it up?

If the answer is yes, your story likely has newsworthiness. Now, take the next step and start researching relevant outlets and journalists to pitch.

Want to learn more about pitching a newsworthy story? Check out our Startup School series for tips on identifying the right media outlets and reaching the right journalists!

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If you’d like to know who the traditional media are vs the new media or how to find relevant journalists to share company news with then check out our Startup School series.

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