Public relations

Newsworthy is a high bar

Most company news is not news. Before pitching, find the actual story — the thing a journalist's readers would care about with your company removed from the sentence.

Genuinely newsworthy: a first, a significant number, a counter-intuitive finding from data you uniquely have, a named conflict, a consequential person moving. Not newsworthy: a funding round of ordinary size, a feature release, a partnership, an award, a rebrand.

If there is no story, the answer is to build one — original research is the most reliable way — not to pitch harder.

Pitching

Journalists receive hundreds of pitches a day and reject most in seconds.