by Leslie McKerns
McKerns Development
http://www.freewebs.com/mckernsdevelopment
We all want recognition and we've learned that one way to get it is through the power of the press. Whether a press release or a feature story, it is wise to consider what makes something newsworthy.
An item or project is newsworthy when it is unique, timely, is relevant to an issue or ties into other issues, is controversial, thought provoking, reinforces existing ideas, shows new or unusual ways of doing things, or is interesting to the point of acceptance and repeatability.
An idea, item or project can be newsworthy by provoking a desired response, such as changing I might need that someday, to, I want that right now.
A person can be newsworthy when others strongly agree, disagree, want to know more, or be associated with that person.
A firm can be newsworthy when their story causes people to think, These are the right people to help me (solve problem/realize success/meet time frame/achieve definite result).
There are three things to consider: What makes a Press Release or Feature story newsworthy for you. What makes a Press Release or Feature story newsworthy for the magazine (or other outlet). What makes the Press Release or Feature story newsworthy for the reader.
Here's a brief checklist: Is My Press Release or Feature Story Newsworthy?
(What makes Your Story Newsworthy) For You
1. Promotes Business (Market Sector) you'd like to Grow.
2. Promotes Expertise and Leads you to Dominate the Market.
3. Demonstrates your Technical Approach and Shows How you Accomplished the Difficult or Unusual.
4. Represents the Nature of your Firm and the way it does Business.
5. Represents the way you successfully attack Problems and Deliver Solutions.
6. Demonstrates Measurable Results and can be Duplicated or Repeated for another Situation.
7. Represents your firm and the Nature of its Desired, Repeat and Ongoing Business.
8. Cements your Relationship with another firm (s), and Promotes Relationships that will bring you business.
9. Provides a compelling reason for customers or clients to want to contact you.
10. Gives potential clients and customers a way to easily find you and contact you.
11. Becomes a Marketing Piece to promote your firm, and can be used in Direct Mail, on your Website and in Newsletters.
What Makes Your Story Newsworthy For Them (The Magazine, Trade or Newspaper)
1. The Story Delivers Fresh News that makes Readers Turn to Them First.
2. The Story is about a Great Project or Idea of its Type. It Catches the Attention of those Wanting News.
3. The Story Idea Entices Revenue Sources for Regional Issues, Special Issues, Awards Issues and Project Success issues.
4. The Story Generates ad revenue from those Associated with you, or from those wanting to reach the Readers in similar issues.
5. The Press Release or Story Idea contains High Interest Items Reaching the Market, Defining a Market, Selling more ads or more issues.
What makes The Story Newsworthy For Them (The Reader/Potential Clients and Customers)
1. Shows Them a New Way or Better Way to do Something (Faster, Less Risk, More Dollars, Quicker Turn Around, Better Approvals.)
2. Demonstrates Business Success that Makes them Want to Know You.
3. Shows Project Success that makes You Become the Expert, Makes them Want to Contact You or Send the Article to One of Their Contacts.
With this in mind, review each Press Release and Feature Story according to the checklist of three's - Is it newsworthy for me, for the publication and for the readers?
McKerns Development, PR, Marketing, Business Development, works with professional firms and small business owners to increase visibility, promote their projects and services, reach the right customers and build business. For unique service packages, free resources and information about building your business visit http://www.freewebs.com/mckernsdevelopment
Leslie McKerns, BA, BS, AIA Allied, FL Licensed Designer, Professional Member Gold Coast Public Relations Council, Board Member of American Lung Association, is a publicist and business development specialist, a consistent contributor to major magazines and newspapers, and the Real Estate Editor of CitySmart magazine.
