What journalists actually need.
WHAT A JOURNALIST NEEDS
A story their audience cares about Facts they can verify Someone who will speak Material they can use It by their deadline
WHY DEADLINES DOMINATE
A perfect response after the deadline is worthless.
WHAT MAKES SOMETHING NEWSWORTHY
It is new It affects people It is unusual It involves conflict or significance It is timely It is local to their audience
WHY THAT LIST MATTERS
Most business announcements meet none of them.
WHAT IS NOT NEWS
That your business exists That you have a new product, unless it matters to their audience An anniversary An award nobody has heard of
WHAT IS
Something genuinely first Data nobody else has A significant investment or expansion Something affecting the community Expert comment on a developing story
WHY EXPERT COMMENT IS THE MOST ACCESSIBLE ROUTE
Journalists need informed sources constantly and few businesses offer themselves.
WHAT TO UNDERSTAND
That coverage is not controlled.
WHAT THAT MEANS
Your material may be used partly, reframed, or alongside a competitor.
WHAT TO ACCEPT
That is how it works.
WHAT TO NEVER DO
Demand approval of an article Expect coverage because you advertise Treat a journalist as a channel rather than a person doing a job
WHAT TO BUILD
Relationships, before you need them.
