For university community

Guidelines for news releases and pitches

Is your information newsworthy?

Studies of media coverage over the years show that 55 percent to 97 percent of all news releases sent to media outlets are never used. This result is because too often news releases or pitches submitted to media contain information that is relevant or interesting to a small, specialized audience and does not meet the media’s criteria for what is considered to be newsworthy.

Editors and reporters look for specific factors in deciding on the newsworthiness of a story. CPR applies the same standards in determining the news value of potential news releases and pitches to the media.

In order to increase the likelihood of media covering a story, normally at least two of the following criteria need to be met:

Timing: The word news means exactly that — things that are new. Media will not cover a story that is old or seems old. It must be happening now. If it happened last week, chances are it is no longer interesting. Timing also involves competition for media attention. If there are a lot of newsworthy stories on a particular day, then some stories will be dropped until a later time. Time-sensitive news often will be dropped permanently. (i.e., News releases about the publication of research studies and findings should coincide with the actual publication date and not after.)

Novelty: Is the story unique or innovative? Does it go outside the norm? Is it a new or fresh approach to meeting a need? Is it unusual or different? Is it something that has never been done before? Is it information that previously did not exist?

Significance: The number of people affected by the story is important. Does the story involve something that will instigate a change that will have an impact on a large group of people or the community? Does the story tie in with a trend, or identify a trend that affects a large group of people? Is it information that can help people make an important decision or avoid a serious mistake? Does the story impact the public’s health or safety?

Proximity: A newsworthy story must seem relevant to the audience. It must happen near to them — hit close to home either in terms of location or interests. Does the story have an impact on a particular community or industry? Does the story tie in with current items in the news? What part of the story brings the topic closer to the public?

Human interest: Human interest stories appeal to emotion. They arouse the audience’s feelings for the people and problems involved in the story such as sympathy, pride or even amusement. Does the story highlight sorrows, triumphs or overcoming hardships? The most successful news stories include some element of human interest — the impact of the news on an individual or group of individuals.

Topics that typically gain media coverage

• Faculty experts addressing current topics in the news.
• Research that results in real-life benefits to individuals or communities.
• Examples of new trends in higher education.
• Innovative academic programs, teaching methods.
• New technology, therapies, treatments, cures.
• Events that include famous people or topics of interest to the general public.
• Human interest stories.

Publicizing honors and achievements

News about academic awards and achievements usually are communicated to the university community through print and online publications directed toward faculty and staff, alumni, donors and others with ties to VCU. These outlets include VCU View, the university’s online publication for faculty and staff, the alumni magazines The Scarab and Shafer Court Connections, and alumni and donor publications of the university’s schools and departments.

Academic awards and honors typically are of little interest to media who serve the general public. However, there are some academic recognitions that are considered to be newsworthy to a general audience and would be considered for a news release distributed to national, regional or local media.

CPR considers the following criteria for distributing news releases on academic honors and achievements:

• Is the work being recognized highly topical and of broad public interest?
• Does the recipient have a compelling personal story?
• Is there anything unusual or surprising about this award?
• Does the award carry a high cash value or come from an interesting or surprising source?
• If this story originated from another institution would you want to read it?