Are You Newsworthy?

Non-news professionals often have a hard time understanding why their ENORMOUS news announcement, creates barely a ripple in the media.

That's not to say a news release shouldn't be done about it. There are audiences besides the media - like employees, customers and trade allies - to whom news releases may be sent. But the media is interested in things that are different from the norm. So, generally, bad news gets more play. Let's examine these six categories to help us better understand what the media wants.

MONEY TALKS - In an age where cash is king, financial matters concerning your company can be big news. Mergers, acquisitions, good or bad earnings reports, new technology that will save or make money, all are good copy. Coverage increases the more you mention amounts and values.

TAKE THE GLOVES OFF - This category has a couple of dimensions. First, is in the arena of controversy.

Whether it's DOS against LINUX, Cable TV against DISH, or Dial-Up against Broadband, the media loves an argument about which standard is better. If an argument is good, an all out war is better. Ford vs. GM, or Apple vs. IBM - those are the kinds of battles that get an editor's attention. Don't be afraid to take sides.

GIVE ME A HUG - Editors even like a good love story. It could be a strategic alliance or an outright merger between two companies. No matter, the media are interested, particularly if there are questions about the cooperative effort's chance of success.

LEADING EDGE - The rarified air where technological history is made intrigues the media. Show them tangible evidence of how the technology will improve things in the here and now, and they'll cover the story.

CARRY A BIG STICK - If your name is not GM, Microsoft, or IBM, don't worry. You can take advantage of a big brand name. Leverage a new agreement, alliance or partnership between you and one of the big boys for your benefit.

CHANGES - Established companies with proprietary methods like the status quo. Shake it up a little with a new system that changes the paradigm and you have the beginnings of a story.

The best stories will include something from each category, and then they will have major media staying power. Rarely does a release get covered if it centers on only one category.

For the business media, focus your efforts on MONEY TALKS and TAKE THE GLOVES OFF categories. Getting trade media coverage typically is a little easier. Although the first two categories will ensure coverage, LEADING EDGE, CARRY A BIG STICK AND CHANGES are good enough for some ink.

Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Bray Law Firm, Levolor, New World Mortgage, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.

In The News:

PR Agency: Hefty Fine For Breach Of Ban On Drugs Advertising - Media, Telecoms, IT, Entertainment - Netherlands  Mondaq News AlertsThere is a ban against advertising drugs to the general public. The Dutch Ministry of Health, Welfare and Sport (VWS) takes strong action and imposes fines of ...
PR: Postar - Public Chain Transaction Platform  Bitcoin NewsRecently, Postar, the world's first public chain eco-transaction platform,has attracted the attention at home and abroad. However, emerging in the bear market, ...
Abandon The Cold Call: How PR Can Warm Dialogue With B2B Target Clients  ForbesMany sales teams and their colleagues in the PR department are not known to collaborate and, in turn, rarely make the connection between media relations and ...
Redhill wins PR business of e-scooter sharing firm Neuron Mobility  Mumbrella AsiaE-scooter sharing *service* Neuron Mobility has awarded its PR mandate for the South East Asia region to Singapore-based Redhill. The announcement:.
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Journalists think reporting good news is propaganda or PR, says Harvard professor Steven Pinker  Times of IndiaSunday Times News: It is a terrible time to be an optimist.
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Pivotal Research's Wieser: WPP has a 'sound approach for the future'  PRWeekNEW YORK: Pivotal Research maintained its buy rating for WPP's stock on Tuesday, after the holding company's newly minted CEO Mark Read announced his ...
Puerto Rico from Space: NASA Videos Show Aftermath of Hurricane Maria  Space.comFourteen months after Hurricane Maria wreaked havoc on Puerto Rico, causing widespread flooding and power outages, NASA researchers are still studying ...
Rachel Gilley Leaves Bite for Clarity PR  The Holmes ReportGilley is the new UK managing director at tech agency Clarity PR after 19 years at Bite Global.
How Facebook’s crisis PR firm triggered a PR crisis  The VergeFacebook hired Definers Public Affairs to polish its reputation, but instead it created a new PR crisis for Mark Zuckerberg and Sheryl Sandberg.
‘Fabulation’ Theater Review: Lynn Nottage’s Riches-to-Rags Story of a PR Queen  TheWrapCasual theater fans familiar with the work of two-time Pulitzer Prize winner Lynn Nottage may be surprised at the broad, sitcommy nature of her 2004 play ...
Nissan to create 40-foot snow globe  PRWeekNissan is creating a 40-foot snow globe experience to promote its Altima model. The "impossibly smart snow globe" in New York will be a multisensory indoor ...
Watch: 'Shopping on ice' - Iceland installs in-store ice rink  PRWeekThe company – which has been widely praised for its main Christmas campaign highlighting the environment impact of palm oil – has refitted its Stratford store in ...
2018's biggest public relations fails  New Zealand HeraldIt's been a drama-filled year for some of Australia and the world's biggest names, with a slew of celebrities and politicians making headlines — for all the wrong ...
Former Burson-Marsteller exec Bill McQuillen returns to BCW  PRWeekWASHINGTON: Burson Cohn & Wolfe has named Bill McQuillen as EVP, MD, and media leader in Washington, DC. He started in the new role in mid-November.
Jeyvier Cintron, Victor Bisbal, Clayton Laurent Get Wins in PR  BoxingScene.comJunior bantamweight Jeyvier Cintron remained unbeaten Friday night, defeating Marvin Solano by disqualification at the Cancha Ruben Zayas Montanez in ...
PR Council's Kim Sample joins The PR Week Podcast  PRWeekPR Council president Kim Sample joins the podcast to talk about her role at the organization. Plus: the PRWeek Awards shortlist, PRWeek Hall of Fame, ICF ...
Pratt & Whitney Inaugurates New Aerospace Engineering Center in Puerto Rico  PRNewswireEAST HARTFORD, Conn., Dec. 10, 2018 /PRNewswire/ -- Pratt & Whitney, a division of United Technologies Corp. (NYSE: UTX), today announced its official ...
6 things PR pros should understand about AI | Articles | Media Relations  PR DailyPR pros are well acquainted with the idea that artificial intelligence (AI) will have an impact on their work. However, do they understand what impact it will have?
Mark Read interview: 'No more major agency network mergers are planned'  PRWeekMark Read, the WPP chief executive, has said he is not planning any more major agency network mergers following those of JWT and Wunderman and VML ...
Bite Global MD Rachel Gilley moves to Clarity PR  PRWeekGilley (pictured) will replace Sara Collinge, who moved to consultancy Don't Cry Wolf as managing director in October. Gilley, who takes her new role at the tech ...
McDonald's is a social and healthcare burden – whatever its charity PR might indicate  The Conversation - UKStepping into a McDonald's in Dublin, the front window is covered with little yellow cut-outs of children's hands. Donation boxes are displayed prominently on the ...
ICCO World PR Report: Profits Expected To Rise In Every Region  The Holmes ReportSINGAPORE — The ICCO World PR Report 2018-2019, launched today, reveals agency heads in every region of the world are predicting increased profitability ...
PR: More Stamps Global Is the One Stop Shop for Crypto Travel  Bitcoin News"Community is about ownership and as the companies have started owning these decentralized networks of payment they are reaching out the horizon of ...
5 things for PR pros to know on Friday morning  PRWeek5 things for PR pros to know on Friday morning. From PR Week.
Over 57,000 foreigners with PR status granted citizenship since 2008  New Straits TimesKUALA LUMPUR: A total of 57191 people holding Malaysian permanent resident (MyPR) status were awarded Malaysian citizenship between 2008 and Sept ...
O2 Award-winning journalist leaves Mail for PR firm 32West  HoldTheFrontPage.co.ukAn award-winning regional daily journalist has left the industry to join her former editor's public relations company. Ulverston-based consultancy 32West has ...
Andrey Barannikov: "The Russian Market Is Progressing Fast"  The Holmes ReportWe spoke with Baltic PR Weekend founder Andrey Barannikov, CEO of SPN Communications, about the event, and the development of the PR industry in ...
Puerto Rico's New Tax Break Lures Money as Expiration Date Looms  BloombergOne of the biggest breaks created by last year's tax law sits in Puerto Rico, a hurricane-ravaged island desperate for a recovery. But some residents fear tax ...
Hospitality Tech Company Alice Names Diffusion PR AOR  The Holmes ReportExpedia owns a majority of the hotel management platform provider.
PR queen Montarna McDonald weds lawyer Nick Pitt  Daily MailPublicist Montarna McDonald, 28, tied the knot with lawyer Nick Pitt in an intimate ceremony on Friday.
Getting ads banned is a planned PR and advertising strategy  The DrumVarious advertisements are designed to be banned so that the resulting earned media gets the ad more eyeballs than if it ran without the ban.
PR Awards Southeast Asia 2019 returns  Marketing InteractiveMarketing returns with the sixth edition of the PR Awards to celebrate the most outstanding public relations campaigns and strategies from around the region, ...
Coca-Cola Picks Frank As UK PR Agency For Diet Coke  The Holmes ReportThe agency takes over from Text100 to lead the PR brief for the diet soft drinks brand.
PR: iCumulate - A New Era in Social Investing  Bitcoin NewsiCumulate is an industry changing Social Investment Trading Platform and Ecosystem based on the Ethereum blockchain. The platform combines all of the ...
The media is not the establishment's PR machine  Asia TimesAt a recent press conference, Major General Asif Ghafoor Bajwa, the director-general of Inter-Services Public Relations (ISPR), warned the Pashtoon Tahfafuz ...
PR: Social Messaging App DappGram Launches in New York  Bitcoin NewsDappGram, a Telegram-like app used in blockchain field was launched in New York, attracting much attention of the regional blockchain players. Users in all ...
PR: Lightning Fast Stablecoin USDX Launches Token Sale  Bitcoin NewsStablecoins have been a hot topic in 2018, and many different companies are creating cryptocurrencies for P2P payments. The USDX Wallet payment system ...
Read the mud-slinging pitches Facebook’s PR firm sent us  TechCrunchFacebook's latest PR crisis has cast a lurid spotlight on a GOP-led publicity firm called Definers Public Affairs, after a New York Times investigation revealed last ...
Samsung is reportedly reviewing its PR agency amid concerns over growth  SamMobileAccording to a report, it appears Samsung Electronics has decided to review the performance of its PR partner for the company's mobile business, Edelman.
How PR Guru Brandy Fons Stays Ahead In A Rapidly Changing Industry  ForbesBased in Austin, Texas, Brandy Fons, the founder of Fons Pr, has managed to survive (and thrive) in an industry characterized by its swift innovations and ...
Planning Commission Says City Council Should Deny Permits for Proposed Development  NBC 29 NewsDevelopers for a proposed urban farm in the Charlottesville-Albemarle area received a massive blow on Tuesday night from the Charlottesville Planning ...
Hurricanes Yield "Fundamental Change" In Puerto Rico's Watershed  WNPR NewsResearchers in Puerto Rico say hurricanes Irma and María made long-lasting and ongoing impacts to forest and coastal ecosystems.
'We need male as well as female change agents' - Women in PR UK names first 'ambassadors'  PRWeek'We need male as well as female change agents' - Women in PR UK names first 'ambassadors'. From PR Week.
A Fugitive Financier’s Charm Offensive Has P.R. Firms Proceeding With Caution  The New York TimesJho Low is accused of masterminding the disappearance of more than $2.7 billion in Malaysia. Firms representing him are being careful amid scrutiny of foreign ...
Paul Ralph “PR” Chopard – Edgewood  kmch.comPaul Ralph “P.R.” Chopard, 66, of Edgewood, Iowa, passed away suddenly, on Monday, December 3, 2018, at his residence. He was born on June 23, 1952, ...
PR: Bithumb Celebrates Its Fifth Anniversary with BTC Air Drops  Bitcoin NewsThe global cryptocurrency stock exchange Bithumb is holding its third commemorative event in celebration of its fifth anniversary. The 'Super Airdrop Festival' ...
State School Board OKs $600K budget for public relations  The StateThe Utah State Board of Education has agreed to budget nearly $600000 for strategic communications.
Weightlifter Meso Hassona Back Squats a Massive 300kg PR  BarBendCheck out 20 year old weightlifter Meso Hassona's latest massive 300kg/660 lb back squat PR.
Alexandria Ocasio-Cortez: I come from Sephardic Jews who fled to Puerto Rico  The Jerusalem Post - Israel News"So many of our destinies are tied beyond our understanding." Ocasio-Cortez said regarding her family lineage.
Public Relations Officer In PMO Dies; PM Condoles Death  NDTV NewsPublic Relations Officer (PRO) in the prime minister's office and senior journalist Jagdish Thakkar passed away on Monday.
Katie Walton promoted to GM of Spark PR & Activate  Scoop.co.nzAuckland | 13 December 2018 – Spark PR & Activate, a part of PHD Group, has today announced that Katie Walton has been promoted to General Manager.
Kevin Frisch Joins Wag! As Chief Marketing Officer  PRNewswireLOS ANGELES, Dec. 11, 2018 /PRNewswire/ -- Wag!, the inventor of on-demand dog walking, has named Kevin Frisch as the company's first Chief Marketing ...
State School Board OKs near-$600000 budget for public relations contract services  Deseret NewsSALT LAKE CITY — The Utah State Board of Education has agreed to budget nearly $600,000 for strategic communications services such as public relations ...
Public Relations Society of America names Tania Cantrell Rosas-Moreno, Ph.D., Maryland's Educator of the Year - Newsroom  Loyola NewsThe Public Relations Society of America (PRSA) has named Tania Cantrell Rosas-Moreno, Ph.D., associate professor of communication, Maryland's 2018 ...
US Embassy supports small business trade mission from Puerto Rico  Jamaica ObserverA trade mission from Puerto Rico visited Jamaica late last month and was assured by a senior Amer...
Real Madrid and UEFA's PR play to cover up Sergio Ramos' doping controversy is a threat to fair play  FirstpostRamos is often hailed as the poster boy of winning-it-all-costs and has had a long history of bending rules, and he gets adored by his fans for it. It's hard to rule ...
Readers write: Positive views of China and Puerto Rico, and portrayal of socialism  Yahoo NewsPositive views of China, Puerto Rico. Many thanks for The Monitor's View articles “In China, a great leap in corporate governance” and “Puerto Rico says 'Come ...
Candelero All-Inclusive Makes Debut in Puerto Rico  Caribbean JournalThe first new all-inclusive to open in Puerto Rico in years has made its debut in the town of Humacao: the transformed Candelero Beach Resort.
Facebook's outgoing VP of comms defends using PR firm to dig up info on critics  CNETElliot Schrage says Definers helped Facebook "understand the backgrounds" of its critics, but denies it pushed fake news.
School PR consultant calls Parkland critics 'crazies'  ABC NewsA public relations crisis consultant hired to advise a Florida school district after a mass shooting is apologizing after dismissing the district's critics as "crazies" ...
Facebook policy chief admits hiring PR firm to attack George Soros  The GuardianCommunication head takes blame for hiring Definers Public Affairs as Sheryl Sandberg says antisemitism claim 'abhorrent'
Amazon Studios PR Chief Craig Berman Exits Jeff Bezos Company  DeadlineFollowing years of shuttling back and forth between L.A. and Seattle, the Communications chief actually left the Jeff Bezos run home of Transparent and The ...
Keith Weed retires from Unilever after 35 years  PRWeekKeith Weed is retiring from his role as CMO at Unilever after 35 years at the company. The news comes in the wake of the appointment of Alan Jope as chief ...
Facebook admits hiring PR firm Definers to discredit George Soros  Moneycontrol.comFacebook's COO Sheryl Sandberg released a separate statement, saying she did not remember a firm called Definers.
Democrats pledge to use new House majority to investigate Puerto Rico’s oversight board  Washington PostA leading House Democrat is vowing to investigate the fiscal board overseeing Puerto Rico's debt crisis, arguing that its push to slash government spending ...
$3700 Generators and $666 Sinks: FEMA Contractors Charged Steep Markups on Puerto Rico Repairs  The New York TimesFEMA is spending more than $1 billion on emergency repairs to homes in Puerto Rico damaged by Hurricane Maria, but much of it is going to contractors ...
Puerto Rico needs more entrepreneurs. What's being done to help them?  NBCNews.comWhile business owners in Puerto Rico have survived Hurricane Maria, the island needs to build support and incentives to foster entrepreneurship, according to ...
Portraits of kindness: Bothell fourth-graders use art to spread cheer to Puerto Rico  Q13 News SeattleBOTHELL, Wash. -- Inside Jeanine Lipp's art class, fourth graders from Evergreen Academy are painting a pretty good picture of kindness, methodically mixing ...
Facebook's PR attack dog also targeted Apple and Qatar  Wired.co.ukThe PR firm hired by Facebook to discredit its critics with online articles also carried out campaigns against Qatar, Apple, and American environmentalists.
How Facebook’s P.R. Firm Brought Political Trickery to Tech  The New York TimesDefiners, an import from Washington to Silicon Valley, thrived with opposition research and a fishy campaign to push Apple's C.E.O. for president.
Yadier Molina: Returning to Puerto Rico when he was most...  The Athletic"To see what he did when Puerto Rico needed it most, how he stepped up, was just very impressive.”
Facing scrutiny, Facebook reportedly hired a PR firm that wrote negative articles about rivals Apple, Google  CNBCFacebook expanded its relationship with a Washington-based public relations firm last year that wrote dozens of articles critical of rivals Google and Apple and ...
School shooting PR consultant apologizes after calling critics 'crazies' and reporter 'skanky'  Sun SentinelA crisis public relations consultant created a crisis of her own for the Broward school district, after a video came to light in which she dismissed the district's critics ...
Facebook’s new PR disaster shows it has a lot of growing up to do  The Irish TimesPR agency's discrediting of firm's critics by labelling them agents of Soros is dangerous.
Miss Puerto Rico Valeria Vazquez crowned as Miss Supranational 2018 on their 10th-anniversary  Times NowThe night is finally here. After a long wait, Miss Supranational 2018 has been crowned. Miss Puerto Rico, Valeria Vazquez was crowned as the 10th Miss ...
UE project aims to repower Puerto Rico school with solar panels  Evansville Courier & PressA University of Evansville class is working to provide solar power to a school in Puerto Rico, helping it save money it can reinvest into education.
PRWeek US Awards 2019 Shortlist Revealed  PRWeekScroll down for a list of all the finalists for the 2019 PRWeek U.S. Awards. Go here for tickets and more information! Best in Arts, Entertainment, Sports, and Media
Puerto Rico’s St. Regis Bahia Beach Resort Is Back  Caribbean JournalWhile Puerto Rico has quietly become a haven for high-end hotels in recent years, one property has remained its signature luxury resort: the St. Regis.
Puerto Rico is slowly recovering  The EconomistON A BALMY evening Cocina Abierta, a restaurant in Condado, a neighbourhood on the oceanfront in Puerto Rico's capital, is fully booked, as it has been most ...
'My Father Is In There': Anguish Builds In Puerto Rico Mountains Over Decimated Tombs  NPRThe damage to 1800 tombs in the Lares Municipal Cemetery was so extensive — and so horrifying — that health officials locked the cemetery gates after ...
What's really behind Carole Middleton's PR blitz?  Daily MailFor someone who recoils from public attention, it is the most unexpected of developments. Ever since her daughter Kate was first courted by Prince William 15 ...
Puerto Rico is open for business with Utah, secretary says  Deseret NewsSALT LAKE CITY — Puerto Rico is ready to do more business with Utahns. That was the message Wednesday from the secretary of Puerto Rico's Department of ...
STRATACACHE Acquires Chinese Embedded Computing and Commercial Tablet Manufacturing Company  PR Newswire IndiaNow Known as Scala China, the Company Adds Innovative Technology, Advanced Production and Development Capability in the World's Largest Retail ...
Atlético-PR unveil new logo, will use new kit for Sudamericana final  OnefootballOn Tuesday afternoon, Atlético-PR finally presented the long-awaited changes to their visual identity. The club presented their new logo, new colors, and their ...
Puerto Rico sends bonuses to workers, ignoring fiscal warning  ReutersDec 5 (Reuters) - Puerto Rico dispersed millions of dollars in holiday bonuses to government workers on Wednesday despite a warning from its federally ...

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