4. What Kind of Information is Newsworthy?

These are examples of great happenings that generate interest.

The bottom line is that you can find news in almost any event. Your responsibility is to ensure that your organization becomes known and respected by editors, journalists, educators, and other stakeholders with whom you are communicating. Remember, the more respected your organization is, the more (and better) coverage you are likely to receive. The determining factor in that judgment will be the audience—the readers, viewers, and listeners who you reach.

Effective and well-organized public relations efforts require news releases and correspondences to reach an appropriate editor. Chapter 3, Contacting the News Media details what you need to do to get news media contacts and, ultimately, positive visibility.