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What Makes a Press Release Newsworthy? (With Examples)

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What Makes a Press Release Newsworthy (With Examples)

What Makes a Press Release Newsworthy? (With Examples)

Quick Answer: A press release is considered newsworthy when it presents timely, relevant and meaningful information that people care about. Journalists seek stories that have real impact, value and are of interest to the audience. Newsworthy press releases are usually product releases, funding releases, research releases, big partnership releases, and company anniversary releases.

Newsworthiness is the factor that determines whether a press release is worth reporting by the press and media. It assists in finding out whether an announcement will work or not. Even a professionally written press release can not create media buzz without a newsworthy angle. Understanding what a press release is and grasping the concept of newsworthiness will help you shape announcements that reporters actually want to cover. Partnering with a reliable press release distribution service gives that story the best chance of reaching the right journalists.

Journalists receive hundreds of press releases every day. Because of this, they have to make fast decisions on which stories should be covered. They are usually seeking information that is relevant, impactful, timely, or interesting to their viewers. If an announcement does not offer clear value, it is unlikely to move beyond the newsroom inbox.

Knowing what will make your press release newsworthy will increase your success in getting media attention. It enables companies, startups, and organisations to make their announcements in a manner that would be interesting and establish credibility.  Start by learning how to write a press release that captures media attention from the very first line.

Key Takeaways

  • Newsworthiness determines whether journalists will cover your story.
  • Guiding news values include timeliness, impact, relevance, and human interest.
  • The majority of promotional announcements are not newsworthy.
  • A good story angle would greatly enhance the opportunities for coverage in the media.

The 7 News Values That Make a Press Release Newsworthy

Timeliness

Timeliness implies that the news is up-to-date. Journalists love new information like a new product in the market, an event coming on or any other development that has happened in the company. Presenting timely news in the right press release format makes it easier for journalists to spot the news value immediately.

Impact

Impact is the number of individuals that will be influenced by the news. More newsworthy stories tend to be ones that impact customers, employees, community or industry. This is one of the key benefits of press releases — a single announcement can influence an entire community or industry at once.

Relevance

Relevance means the story matters to a specific audience. The information in a press release must be useful, interesting, or important to the readers it is written for.

Prominence

Prominence refers to familiar individuals, brands or organisations. News about known figures will tend to be more media attention-friendly.

Novelty

Novelty refers to the story being new or unusual. New products, first-of-their-kind service launches, and unique achievements all stand out as distinctive stories. Pairing novelty with a strong, attention-grabbing headline makes the story even more likely to be picked up.

Conflict

Conflict emphasizes challenges, competition, or significant changes in the industry. Problem-solving and disruption stories can be of interest to journalists.

Human Interest

Human interest focuses on emotions and real experiences. Community impact, inspiring stories, and customer success stories help the audience connect with the news on a personal level.

Why These News Values Matter

The majority of successful press releases are those that combine multiple news values. For example, a funding announcement can be timely, impactful, and relevant all at once. Before distributing your release through a trusted press release distribution platform, check whether it includes multiple news values. Doing so gives you a much better chance of earning media coverage.

How Journalists Decide Whether a Press Release Is Worth Covering

Journalists determine the value of a press release to their viewers and decide whether to cover the press release. They seek timely, relevant, informative, and fact-based stories.

Does the Story Affect People?

Those stories that influence individuals have better chances of being covered. Journalists want news that affects customers, communities, employees, or a specific industry. It helps to study real press release examples that made an impact before drafting your own announcement.

Is the Information New?

New information is one of the most important components of newsworthiness. New products, significant changes, collaborations, and recent improvements perform better than outdated or repeated announcements.

Is There Evidence or Data?

Facts and data make a story more credible. The importance of an announcement can be checked with the help of statistics, survey results, and measurable outcomes. Structuring your announcement around the 5 Ws of a press release also makes it easier for journalists to verify the facts quickly.

Can the Story Be Expanded Into an Article?

Reporters love stories that give them sufficient material to write an article. An effective press release is one that offers valuable information, professional commentary, or a bigger industry perspective.

Does It Fit Current Industry Trends?

There are stories associated with the latest trends that may attract more attention. Other popular topics, including AI, sustainability, healthcare, or cybersecurity, can gain the attention of the media when they are linked to the announcement. Increasingly, brands are also writing press releases that get cited by AI tools, which extends a story’s reach well beyond traditional media.

What Journalists Want Most

Journalists want informative stories, not promotional ones. Before distributing a press release through a reliable service, consider whether the announcement offers genuine value to readers. When it does, it stands a much better chance of coverage.

Newsworthy vs. Not Newsworthy Press Release Examples

Product Launch

Even a basic product launch is not necessarily newsworthy. But a product which fixes a big issue or a new technology has a better story angle. This is especially true when writing a SaaS press release, where measurable outcomes matter far more than the launch itself.

Not Newsworthy Newsworthy
We launched a new software tool. We launched a software tool that reduces accounting time by 40% for small businesses.

New Office Opening

The decision to open a new office can be ordinary company news. When it creates employment or contributes to local economic development, it is more newsworthy.

Not Newsworthy Newsworthy
We opened a new office. 100 jobs will be generated in the local community by our new office.

Company Milestone

Not every milestone attracts media attention. When the success reflects a great growth or influence on the industry, the journalists take more interest.

Not Newsworthy Newsworthy
We reached another business anniversary. We reached 1 million customers in five years.

Executive Appointment

An ordinary job advertisement might not produce any interest. However, bringing in a recognized industry leader can make the story more compelling. Learning how to announce a new hire in a press release can help you frame even a routine hire as a compelling story.

Not Newsworthy Newsworthy
We have a new manager. A former Fortune 500 executive joined our leadership team.

Research Study

Studies are usually effective with reporters since they get first-hand information and facts.

Not Newsworthy Newsworthy
We did a survey. Our survey of 5,000 consumers showed significant shifts in purchasing habits.

The Key Difference

Newsworthy press releases put emphasis on results, influence, and value. Before publishing your press release for maximum reach, ask whether your announcement affects people, solves a problem, or provides new information. When it does, it becomes much easier to get the attention of journalists.

Frequently Asked Questions

What are the characteristics of a newsworthy press release?

A timely, relevant, impactful and interesting press release to a certain audience is a newsworthy release. It may incorporate new facts, quantifiable outcomes, industry relevance or a strong narrative. Running your draft through a pre-publish press release checklist helps confirm all of these boxes are checked before distribution.

 What makes journalists cover a press release?

Journalists cover press releases that provide value to their readers. They seek news which is latest, fact-backed, engaging to people, or related to industry trends.

 Why do journalists ignore many press releases?

Most press releases pass unnoticed due to excessive promotion, lack of a clear story, lack of new information, or a lack of showing why the announcement is important to the readers.

 Does including data make a press release more newsworthy?

Yes. Statistical data, survey findings, and research data provide legitimacy and assist the journalist in grasping the importance of the report, and are therefore more inclined to cover it.

Conclusion

A press release is newsworthy when it presents information which people are really interested in. Journalists seek timely, relevant, impactful, and fact-based stories. People are more likely to gain media attention on announcements that influence them, introduce something new, or are related to current trends.

Learning the seven news values and being a journalist can help businesses write a more powerful press release that will be remembered in an inbox that is jam-packed. Rather than just doing advertising, consider the narrative behind the announcement and the value it will bring to the audience.

A more powerful story angle will get more media coverage, brand credibility and further get your announcement to more people. Pairing a strong news angle with optimizing your press release for SEO ensures the story performs well with both journalists and search engines.

Author Expertise

By Sarah Bennett, Senior PR & Content Strategist at King Newswire  |  Last Reviewed: July, 2026

The editorial staff of King Newswire possesses a long-term background in writing press releases and distributing media and PR online. Our team has been working with businesses, startups, nonprofits, and agencies and coming up with press releases that will result in the attraction of journalists, better brand recognition, and media coverage.

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