What determines newsworthiness?

When drafting press releases, pitches, or developing potential media angles, make sure these elements come through clearly.

Timeliness: stories grow old quickly. News is like a baked good; it must be fresh.
Impact or consequence: why does this matter? How will this information change lives? Does it pass the “so what?” test?
Proximity: a toxic waste dump in Russia is mildly interesting. A toxic waste dump in your neighborhood is major news. How is this news relevant to the reporter/publication's specific audience?
Novelty or rarity: what is unusual? Consider the difference between “dog bites man” vs. “man bites dog.”
Conflict: All good stories need conflict and the promise of resolution.
Prominence: There’s a difference between Bob from Nebraska and the U.S. President doing the exact same action.
Human interest: people identify with people. Keep in mind that these stories are generally harder to land if this is your only newsworthy element.

Most good news stories have at least two to three of the following qualities. To ensure strong news coverage of a particular announcement, work with your client to identify and develop the following components.