You may not want to hear this, but not every corporate event deserves a press release. Journalists receive hundreds of announcements daily, and only truly newsworthy content gets coverage. This guide will help you determine when your event merits a press release and how to maximize its impact when it does.
Understanding Press Release Worthiness
The internet is flooded with thousands, if not millions, of worthless press releases that leave readers wondering, “What’s the news?” The first step to avoiding this fate is making sure your event actually warrants a press release. But how do you make this determination?
Key Criteria for Newsworthiness
Journalists evaluate potential stories using specific criteria that determine whether something is “press release worthy.” Your event should meet at least one (preferably more) of these standards:
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Impact and Significance
Perhaps the most important element of newsworthiness is whether the news item impacts a news outlet’s audience. The more people affected, the greater the news interest. A company-wide training session affects only your employees, but a free community workshop on a valuable skill has broader impact.
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Timeliness
Timeliness refers to stories that just happened or are about to happen. Examples include holiday stories, anniversary stories, or events tied to current trends. If your event connects to something currently in the news cycle, its newsworthiness increases.
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Proximity
Proximity matters. Journalists are interested in things that impact their communities. A local grand opening is more relevant to local media than to national outlets.
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Novelty and Uniqueness
Stories that happen outside the daily routine of life have novelty value. If your event features something never done before or presents an unusual angle, it becomes more newsworthy.
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Prominence
Events and announcements that involve high-profile figures are more likely to generate media coverage. If your event features industry leaders or celebrities, that increases its press release worthiness.
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Conflict or Controversy
Stories that seek or share opposing views have conflict value. Examples include stories about opposing sides of an issue or political conflict. A debate or panel discussion addressing controversial industry topics might warrant coverage.
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Human Interest
Stories with emotional appeal or that showcase the human side of your business can be newsworthy even if they don’t meet other criteria.
Questions to Ask Yourself About Your Event to Determine Whether It’s Newsworthy
1. Will anyone care about this?
All those terrible press releases littering the web have one thing in common: no one cares what they have to say. Whatever the heck it is they are talking about, it’s boring. See, when it comes time to write a release, you need to picture your target reader. First, you need to think about the reporter or blogger who would read your release and want to cover the news. What sort of paper section or blog do they head up? Is your story in line with what they might be looking to cover? Would anyone want to cover what you’re talking about?
From there you need to think about the end user—the person you want to attend your event or learn about whatever news you have. In other words, your customer. Is that person, the one you want sending you their hard-earned money, going to care about whatever it is you’re talking about? If the answer is “No,” then it probably does not warrant the writing of a press release.
2. Is there anything new being talked about here?
When you’re submitting your press releases online, reputable sites have a few different rules and regulations. The first criterion is often that the release offers something new. This is often determined by the title and first sentence of the release. If the site content managers don’t see evidence of something new, they’re likely going to reject the release.
Of course, lower quality sites will accept pretty much anything, as their standards aren’t as high; hence all those sub-par releases out there. But do you really want a link from one of those sites?
3. Have I already issued a press release about this?
People rehash articles all the time on the web to try and get new blog posts. As long as they aren’t plagiarizing, this generally isn’t frowned upon (too much). However, that’s not the case with press releases. If you’ve already written a release about this event in the past, there is zero reason to write another.
So if the event has been covered, don’t hound people with a release that has the same old information. All you’re going to do is piss people off and burn bridges. The only exception is if you’re offering a new angle on the story, other than just announcing the event again.
4. When is your event occurring?
If you have an upcoming event, you need to make sure you get the press release out on time. If you have an award ceremony in a few hours that you want the public to attend, for example, writing a press release today is going to be a waste of time. Write it in advance or don’t write it at all.
On the other hand, if the event had some sort of positive outcome, it’s okay to write a release about that (even though it already occurred). For example, if you held an award ceremony and had a record attendance, you might write a release about the record you broke.
5. What’s happening in the news cycle?
Consider what other noise is happening both in your industry and in the world. During big events like elections or major global incidents, it sometimes pays to hold your announcement for a couple days to ensure the media have bandwidth to cover your news.
Events That Typically Warrant Press Releases
Here are some events that generally justify a press release:
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Grand Openings and Launches
- New office/store openings
- Product or service launches with significant innovation
- Company launches or major rebrands
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Milestone Celebrations
- Significant anniversaries (10 years, 25 years, etc.)
- Achievement of major business goals
- Industry awards or recognition
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Fundraisers and Charity Events
- Community benefit initiatives
- Partnership announcements with nonprofits
- Scholarship programs or educational initiatives
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Educational Events
- Workshops or seminars with notable speakers
- Industry conferences with broad appeal
- Webinars addressing timely, high-interest topics
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Public Appearances by Notable Figures
- Celebrity appearances
- Industry thought leaders
- Government officials or policymakers
Events That Likely Don’t Warrant Press Releases
Save your credibility and the journalists’ time by avoiding press releases for:
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Regular Business Functions
- Standard staff meetings
- Internal company celebrations
- Minor personnel changes
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Minor Updates
- Small product tweaks
- Routine office relocations
- Calendar announcements without special significance
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Already Covered News
- Repeating previously announced information
- Follow-ups without substantial new developments
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Purely Self-Promotional Content
- Events with no clear news value beyond marketing
- Announcements that primarily serve advertising purposes
Making Your Event More Press Release Worthy
If your event is on the borderline, consider these strategies to increase its newsworthiness:
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Connect to trends or timely topics
Find angles that tie your event to current conversations in your industry or society.
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Secure notable participants
Invite prominent speakers, industry experts, or local celebrities.
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Create photo/video opportunities
Visual elements make your event more appealing to media outlets.
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Offer exclusivity
Provide journalists with special access or exclusive information.
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Partner with other organizations
Collaborations can expand your event’s impact and audience.
Alternatives to a Full Press Release
If your event doesn’t quite merit a press release, consider these alternatives:
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Media advisory
A shorter format that provides essential event details without the full press release structure.
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Social media announcements
Use your channels to promote directly to your audience.
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Targeted pitches
Direct outreach to specific journalists who might find your event relevant.
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Community calendars
Submit to local event listings and community boards.
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Email newsletter
Share the event information with your existing subscriber base.
The Final Determination
The decision to issue a press release should be strategic, not automatic. By evaluating your event against established newsworthiness criteria and honestly assessing its value to media outlets and their audiences, you can preserve your credibility and increase your chances of coverage when you do have something genuinely newsworthy to share.
Remember that a press release is just one tool in your communications arsenal. For many events, other channels may be more appropriate and effective for reaching your intended audience. When you do have a truly press release-worthy event, make it count with compelling content that clearly communicates why your announcement matters.
Still Think You Should Write a Press Release?
If you looked at all the questions above and still think a press release is a good idea, go for it. A well written, timely press release can prove a powerful tool. What other ways can help decide if you should write a press release?
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of the Beginner’s Guide to Writing Powerful Press Releases here: https://www.ereleases.com/free-offer/beginners-guide-writing-powerful-press-releases/