Not all news is news, and no one can guarantee you coverage

What makes newsworthy content?

Let’s face it, most companies want positive media coverage about their work, and everyone wants national coverage. Why wouldn’t you? - it’s a fast way to reach thousands of eyes, makes your company look credible, pleases investors, and if we admit it to ourselves, it does feed our egos a little…

As a communications consultant, many of my clients talk to me about their desire for media coverage, and some of them share their vision for the media picking up a big announcement they’d like to make. My heart drops just a little when I hear that the big announcement is a new website design or the company’s attendance to an industry event. Whilst these are definitely moments for the company to be proud of, they often lack substance that will capture media attention on their own. 

Sometimes of course, there is something to unpick and tease out into a newsworthy story, but part of our job as communicators is to recognise when there isn’t and not waste time trying to make something of nothing. Much better to focus our energies on spotting stories and generating ideas and content that are genuinely of interest to the media and their audiences.

A headline-grabbing moment might involve factors such as mergers or acquisitions, initiatives or contracts with far-reaching national impact, the launch of lobbying campaigns, or the introduction of contrasting (or dare I say it… controversial) viewpoints. These are the stories that resonate with journalists and capture the public's interest, driving media coverage and conversation.

If they say they can ‘guarantee’ coverage, they’re paying for it

I want to start by saying there’s nothing wrong with paying for article placement - more of us are doing it as fewer outlets will entertain the idea of earned coverage from a commercial supplier (in healthtech, at least). Paying or ‘sponsoring’ content allows you to have more control over what is said, time it perfectly with your plans, and guarantee your piece will be seen in the outlet you want it to be.

But anyone who says they can guarantee you earned coverage is having you on. In the world of PR, success hinges on strategic planning, compelling storytelling, and a nuanced understanding of the media landscape - but even with all those skills, journalists and editors still might not take your piece. You might have a good chance, but never guaranteed.

My point in all of this is not to throw scorn on companies who want to hit the headlines - media is a key tool in the communicator’s box - but to share a little bit of insight into how PR works in practice so that companies understand when to engage support.

While every achievement merits celebration, not all warrant media coverage. By focusing on substantive, impactful narratives and steering clear of inflated promises, we can navigate the complexities of media relations and PR more effectively.