As a former TV news reporter, I can assure you most press releases news organizations receive go directly to the trash can. The few releases that do catch journalists' eyes have a few things in common. Here are seven types of stories reporters often deem "newsworthy".
- Studies and surveys. A company with healthy marketing budget can pay a survey firm to conduct a newsworthy survey, essentially creating news whenever they want it. For example, an apartment listing Web site could conduct a survey about how more Americans are choosing renting over buying in the current economic downturn.
- Lists. You see these stories in the news all the time: "10 Most Congested Cities," "15 Fattest States," "Best Cities to Start a Small Business." Simply think of a list that ties to your business and hire a research firm to crunch the numbers. For example, a lawn care company could publish the list "20 Best Cities for Beautiful Lawns."
- Hero Narratives. You'll know this story when you see it. The snowplow driver who clears off a nursing home parking lot in his spare time. The fireman who removes kittens from trees. The CEO who prepares inner-city children for the management track. To identify these stories, it's important to have open lines of communication among employees at all levels of your company.
- News You Can Use. These are often similar to list releases, but a lot cheaper -- no need to hire a pricey research firm. They can often take the form of lists or bullet points. For example, "Seven Ways to Avoid Foreclosure," "Top Tips for a Healthier Pet," or "How to Save Money on Your Apartment Rental."
- Legitimate News Tie-ins. To take advantage of this type of press release, you'll need to act fast. Current events can become old news in a matter of days. Story ideas in this category include a church holding a vigil for a missing child and a company filling a truck with supplies for disaster victims.
- Far-Out Features. The stranger the story, the more likely it is to gain publicity with a press release. A local restaurant offering a $500 hamburger is the type of far-out feature story that may get the media's attention.
- Trends. Are local rodent populations on the rise? If you're in the pest control business, that's a press release opportunity. Ideally, you'll have facts and figures (bonus points for a graph) to demonstrate the trend. Be sure to include the relevant numbers in your press release.
Megan Tsai is a seasoned communicator and award-winning writer. As a full-time freelancer, she provides business writing, copywriting and marketing communications for companies and advertising agencies.










