News-worthiness.

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News-worthiness.

In today’s world of ever-changing technology and endless content, information and news flies at us like rapid-fire. In order to cut through all the clutter and be heard amongst all the noise, your story needs to be more impactful than ever with several key factors that help determine whether it will be compelling to the media.  Here’s a little “Journalism 101” based on some things everyone is taught in J-school about newsiness, plus what we know the press cares about based on our media pitching hustle over the years.  
 

1. Timeliness

Immediate, current info is newsworthy because it just happened.  The newer something is, the more likely it is to be covered. Journalists want to be the first ones to know about something and report on it as soon as it occurs, or even before in the case of a launch. Case in point: Target just announced that they’re bringing back some of their most notable designer collaborations starting in September, but it’s all over the news as of last week. 
 

2.  Proximity.

Stories are more significant to those who are “closer” to them -not just geographically, but socially and culturally as well-  as these are the people who are likely to be most affected by them.  LA Magazine just confirmed that NYC’s trendy “Drunk Yoga” workout is officially coming to our city.  Are we Angelenos just a tad intrigued? Maaaaaybe.  
 
3.  Relevance.
The old adage is true: if you're talking to everyone, you're talking to no one.  Is your story related to something that is top of mind to the specific target you are trying to reach? Know your audience!
4.  Impact. 
The more people who are affected by the event or product and how much they are affected is directly proportional to how much the press will care. 2020 election coverage, we’re looking at you.  
5. Prominence. 
When a story involves someone who is a public figure or someone of relative importance to the audience, the more likely the press will want to cover it. Two words: Kim Kardashian
6. Novelty/Rarity. 
A writer is often more likely to gravitate towards a story that offers something unique and fresh.  It is important to note what makes your story or your product stand out from the rest.  What makes you stand out from your competition? Sure, there are tons of Halloween candy options out there, but there can only be one Zombie Skittle
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