News Means New - Not Me Too!

Story posted on 19 12, 2007

I gotta tell ya. I find myself repeating this over and over again. The term "news" actually means new. Not the same product features your competition launched last qtr. Or the thing you announced at a tradeshow 3 weeks ago but now it’s actually available. When you are pitching a story to your most important journalist sit down and think, "What is new about this story?" If there isn't anything new - it may not be for the papers. This doesn't mean that you don't update your clients, give the sales teams collateral or even put a release on the wire. It just means that you should pick and choose the times you reach out to journalists and make sure your news is really new.