Five Questions to Determine News Value
In the song and dance that is media relations, news value is the driving beat. A story can be interesting or a topic may spark discussion, but without the timely element often described as “news value” or a “news hook,” the probability for press coverage is diminished.
Take a look at the news released on any of the wire services, and its apparent how little news value plays into most business’ attempts to engage with press. Companies tend to divert to press releases as the main tactic for communication with the media, in hopes of generating coverage. Announcements about client wins, declarations of points of view, and sometimes even nonsense, have all appeared under the guise of a release. Most fail to generate any interest other than the paid reposts promised by the wire service.
Success in this realm is directly dependent on news value. It’s the main reason why so many distribute a press release and generate no earned media coverage at all.
A release will only prove successful when it is drafted with an acute understanding of what defines “news.”
News value is based on a variety of criteria, and while never set in stone, there are general guidelines to follow to help determine relevancy. Use these five questions as a gauge for news value:
1. Can the announcement be classified as a quantifiable milestone?
Company news can certainly drive coverage, but only when considered a genuine milestone, and backed by a quantifiable element. Examples of such include securing fund raising, surpassing a substantial revenue (or client) goal, or launching a major product that is new to the market.
2. Is it something regularly covered by the press?
Topics such as new hires, while not milestones, are often regularly covered by local outlets. If you know that an outlet consistently covers specific announcements, it’s an opportunity to flag similar news from your business.
3. Does it relate to a larger story that is currently being covered in the press?
If yes, then you’re off to a great start. If not, it’s probably not something that will be of interest. A good example of this is the current dialogue around the growing impact of climate change. You can find almost daily coverage of the topic, and news relating to the topic could be a strong approach with the media.
4. Can you offer a unique perspective that adds to the conversation?
Many topics in the press last longer than one news-cycle, as stories evolve and more and more people weigh in on a particular topic. The key to drumming up interest is offering a new perspective that adds depth to the conversation. Even better if you’re willing to take a controversial stance.
5. Are you in close proximity to the topic of discussion?
It’s great if you can speak to a topic, but you need to be able to substantiate your authority to offer an opinion. Without a direct connection to the topic, press will not have interest and will instead look for a source with closer proximity.
While these guidelines are certainly not set in stone, they do provide important context into determining news value.