How To Be Newsworthy

No – big hands are not required to be in the news. 
First, ask yourself: “what is my message and who cares?” If you can’t answer that question, I give you the answers of “what” and “who” after my initial “29-minute” free consultation . I develop a news storyinspire based on who it affects. After all, those are the people to whom the story is newsworthy. Yet, even before we’ve identified our core audience, we must answer a much more fundamental question is: what is news?


Honestly – it’s hard to say anymore. Many argue that the size of a man’s hands, even if he’s a candidate for President of the United States, isn’t newsworth, but it was. Who the Sam Hill is in charge of the news anymore? Like Secretary Clinton’s endless emails, we don’t know if it’s secret, top-secret, marked as secret or top secret after-the-fact or reclassified secret later or news or just about yoga pants and wedding invitations (yawn). In this new age of hard news, soft news, fake news, weird news, WTF news and who-knows-if-it’s-news news, we all have to make educated guesses as to what is newsworthy to general and specialized audiences. A technique I use to do this is creating “personas.”

“Personas” are fictitious examples of generic clients, customers, constituents. They are our generic definition of the people who care the most about our messages. Accurate Personas guide timingus to a deeper understanding the clients’/constituents’ point-of-view and motivation. The technique put us into your customer’s head helping us to communicate more clearly and convey the brand more convincingly.
Intuitively and logically, the process reveals the best media blend to use and which journalists and bloggers and influencers to contact likely interested in sharing the message. Specifically for a news story, I personally introduce journalists to the story using a “media advisory” and then follow up with as much persuasion as is productive. To help my clients get their message out in the news, I focus on helping news departments inform the public of important topics and trends. With some luck, my client’s story is put on that list. But if the news people don’t view my client’s story as newsworthy, I generally trust their judgement, adjust and try again later.
Here’s a suggestion: monitor the news and look critically for
showing bookstories that seem to be related to your industry or that compliment your story.  Here are some random, off-the-top-of-my-head examples:
  • A pet store may see an animal rescue and step in to provide free food for whomever adopts the animal.
  • A manufacturer may see a change in the economic environment reported and anticipate increased/decrease of sales and jobs.
  • A restaurant anticipates a holiday or seasonal event that is frequently covered under general community news – like St. Patrick’s Day or the Superbowl.

Once we identify these types of stories, we can research further to see how our client’s story matches the news cycle. Because unless you’re a celebrity, the 1%, wanted by the law, naked or dying (preferably with blood), being newsworthy takes creative persistence. Like all success, good publicity is a function of preparation meeting opportunity. Prepare ourselves to be newsworthy is the first step toward success.

For: More information on how I create brand publicity, visit my Branding page.

For FREE Seven Steps to Brand Publicity, please email


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