WHAT MAKES SOMETHING NEWSWORTHY?

Understanding the media landscape and what makes something ‘newsworthy’ is pivotal to the success of any marketing campaign but understanding the media landscape can seem foreign and confusing for many. 

What is a news angle?

The news angle is the hook, what makes an event, product or announcement special to be classified as news.

The hook captures the attention of journalists and readers immediately and may include things like:

• Events that are interesting and timely.

• Trends – is it happening right now and affects lots of people?

• Is there a milestone such as an anniversary? 

• Product updates – is there something new on offer that is in demand, on trend, etc?

• Is the story of significance such as a new store opening, the first time something has happened?

• It could also be in response to something such as responding to a budget announcement. 

In addition to the above, we need to ensure that we are meeting one or more elements of newsworthiness. Journalists, editors and producers will subtly use the below when scanning content pitched to them. It is therefore the role of the iD PR team to consider whether an item has one of the below before pitching.

• Does the story have impact?

• Is it timely and in close proximity? 

• Is the story a human-interest story and does it draw an emotional reaction?

• Is it something bizarre or out of the ordinary?

• Does the story reference or focus on someone of prominence or influence?

If you’re struggling to understand what makes something newsworthy, the iD PR team can work with you determine the best approach that meets your objectives.