Effective PR

4. Creating Interest

4.1 Journalists will only cover your story if they think it is interesting or newsworthy. News is typically:

• Controversial, new or surprising.
• Amusing or funny.
• Directly important to the readership (or audience).
• Confidential or secret.
• Linked with famous people or places.
• Linked with conflict or romance.

4.2 You can make a story more newsworthy by giving it the right angle.

For example:

• Doing something to make the event more interesting (eg inviting a celebrity to the opening of your new premises).
• Write your press release to highlight the interesting aspects of the story (eg telling how your MD once climbed Mount Everest).
• Tailor the same story to suit different publications.

4.3 Be prepared to compromise on what the release says, if it will improve your chances of publication.

• Your first priority is to provide a story which will be published.A press release which reads like an advertisement for your business is unlikely to be interesting.
• If your main objective is to increase awareness, the details of what is published may not be so important.However, beware of providing stories which can lead to bad publicity.