News is all around us, every minute of the day. In our daily newspapers, on television and radio, and increasingly on the internet, we are literally bombarded with news items on every conceivable subject.
So what the makes the news and why? And, what are the chances of your press release being published and/or broadcast?
The answer is in the word ‘news’ itself. Whatever the platform, the media is fundamentally interested in newsworthy stories and information – preferably information that is new (has not been announced or published previously), topical and interesting.
But different media have different interests and needs. Daily newspapers, radio and television, for example, crave event-driven news. Increasingly, internet news sites – including those operated by newspapers and television stations – are publishing breaking news as it occurs.
In newspapers, the front or early general news pages cater to local, national and world news. Specific sections, such as business, entertainment and sport, seek out news that relate to their area. And, within each section, individual journalists will have specific ‘rounds’, such as travel, finance, technology or football.
Magazines and trade publications work on longer publishing times, sometimes over several weeks or months, with their news focus on publishing more in-depth articles – known as features – and profiles. Their content is generally less time sensitive, but still aims to provide articles that are newsworthy and interesting to the reader.
There are magazine and trade publications, often several, for virtually every industry and working profession, which are generally on the look-out for good news stories related their area.
The more targeted a press release is to a specific industry or section, the better its chances of success.
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