In the world of public relations, not all company updates are created equal. Sure, every achievement feels meaningful internally – but to the public or the media? Not so much…
In fact, one of the most common questions I hear from clients and prospects is, Should we send a press release? While there’s certainly a time and a place for a release, it’s not the be all and end all for sharing your company news. Knowing the difference between what’s newsworthy and what’s not is key to maintaining credibility, relevance, and earning valuable media attention.
Let’s break it down.
So, What Makes Something Newsworthy?
This can be a hard pill to swallow, but bear with me: Sometimes, the thing you’re excited about internally doesn’t matter to anyone except you. (I know, I know — rude!) Sending out news releases and attempting to make a big splash about every little update can have the opposite effect for companies looking to earn valuable media attention.
Here are a few of the questions I ask my clients and prospects when we’re trying to determine how best to share news:
- Is it Timely?
News isn’t called “news” for nothing. Timing is crucial! Your update should either be happening now, coming soon, or be in alignment with larger trends or current events. If it feels dated or irrelevant to the moment, it’s probably better suited for internal communications or your own, owned media spaces (like the blog or social platform). - Does it Have Broad Impact?
Ask yourself: Who does this news affect? If the answer is only your internal team, then it might not be the kind of story to pitch to the media. News that affects customers, stakeholders, or a wider community stands a much better chance of getting picked up and holds greater value. - Is It Unusual or Significant?
Media outlets are drawn to stories that stand out – think major announcements, significant milestones, or unexpected developments. If your story is routine (e.g., hiring a new mid-level manager), it likely won’t generate much media interest — if any. Instead, use your owned media to share day-to-day announcements! - Does It Offer a Human Angle?
People love stories about people. If your news involves personal narratives, community impact, or problem-solving, it adds a layer of relatability that can grab a reporter’s attention. Stories that evoke emotion or offer real-world impact tend to perform better than ho-hum, all-business updates. - Does It Have Credibility and Substance?
Is your news backed by data, facts, or meaningful outcomes? Vague claims won’t cut it. The media will skip over press releases that don’t offer a clear, tangible narrative. The more specific you can be, the better. Bonus points if you can include statistics, reports, or other credible content!
What’s Not Newsworthy?
There are plenty of company updates that might feel exciting internally but don’t hold up under media scrutiny. Here are some examples of what not to pitch as news:
- Routine updates like minor product tweaks or software patches
- Promotions or small internal changes (unless it’s a leadership position)
- Company parties or office renovations
- Personal achievements or awards that don’t align with larger business or industry narratives
- Announcements without supporting data, stories, or compelling angles
These types of updates might be better suited for internal newsletters, social media posts, or direct communications with clients, like via email newsletters as part of your overall marketing and communications strategy.
How to Share Company News the Right Way
Now that we’ve sorted through what’s newsworthy, let’s talk strategy. Even news that’s relevant and timely won’t get far if you don’t share it the right way. Here’s how to maximize your news distribution efforts:
1. Craft a Strong Press Release
Press releases still have a place in PR – when they’re done right. Keep your release concise, with a clear hook and headline, and include all essential details. Make it easy for journalists to see the news value upfront.
2. Target the Right Media Outlets
Not every media outlet cares about every story. Research which journalists or publications align with your industry and the type of story you’re pitching. The more personalized your pitch, the better the chances it will get picked up.
2a. Pre-pitch the Right Journalists
Just as not every media outlet cares about every story, not every journalist will, either! It’s important to develop relationships with journalists in your niche area and share news in advance with them. Pre-pitching means sending an EMBARGOED release in advance of your release date; you may choose to offer an exclusive to your closest media relationships (or those you want to target specifically) to increase the likelihood of pickup on big announcements.
3. Share on Owned Channels
If your news doesn’t make it to a journalist’s desk, don’t sweat it! Today’s media landscape is pretty wild, with fewer journalists at every outlet and more stories than they can possibly cover. (But, this is where strong relationships come in handy!)
Use your owned media – like your website, blog, and social media channels – to share the update directly with your audience. Sometimes, the direct route yields even better engagement.
4. Repurpose Your News
Got a press release that didn’t gain traction? No problem. Repurpose it into multiple formats – an email newsletter, social media posts, or even a blog. The key is ensuring the message stays relevant to each platform’s audience and performs well. For example, your social posts should be short and sweet with a link back to your website. No one is reading a full media release on X!
5. Know When to Hold Back
Not every internal win needs to be broadcast. Overloading your audience with small, inconsequential updates can dilute the impact of your big news and could result in unsubscribes and unfollows. Be strategic and selective with what you share publicly.
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Knowing what is and isn’t newsworthy is as much about good judgment as timing and context. Remember, not everything important to you and your company will matter to the public – and that’s okay! It’s not supposed to.
Filter what should go out to the media versus what’s better kept for internal or customer communications, and also how often you’re sharing news.
At amPR Inc., we help clients navigate this process with transparency and strategy, ensuring that every piece of news hits the right audience at the right time. If you’re unsure about what news to share and how to do it effectively, we’re here to help.
Getting your message right isn’t just about getting noticed; it’s about building credibility and creating lasting impact. Let’s tell your story – the right way.
