What Makes a Story Newsworthy

Founder's Point of View

As a founder, it’s natural to think your latest release or milestone is exciting. But reporters look for more than enthusiasm; stories must have news value. Journalists are trained to evaluate ideas against established criteria like timeliness, proximity, human interest, and relevance. If you understand how they think, you can package your updates in ways that make editors want to run with them.

Overview

Newsworthiness is the foundation of PR. To land coverage, your story should connect to one or more of the classic elements of journalism:
- Timeliness – is it happening now or tied to a current event?
- Proximity – does it matter to a specific local or industry audience?
- Conflict/controversy – does it highlight a problem, debate, or tension?
- Human interest – does it feature people overcoming challenges or doing something unique?
- Relevance – does it help readers make decisions or understand their world?
- Prominence – is a notable person, company, or institution involved?

Even if your product update feels small, framing it through these lenses can give it news value. For example, instead of “new feature launch,” try: “Local startup releases tool helping restaurants cut food waste by 30% — just as new regulations take effect.” Suddenly it’s timely, relevant, and tied to a bigger trend.

Reporters also expect professionalism. They work under deadlines, often with limited staff. Pitches should be clear, concise, and respectful of their time. Relationships, honesty, and responsiveness often matter as much as the story itself.