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Q: How can I attract press coverage? How do I provide news value? What are editors looking for in a press release? How do I get my release read?
Answer(s) to this Question (
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Providing News Value
An editor's job is to look through public relations spin to find the news value in a story. While you will no doubt put some spin on your story, during your press release writing, you must build that spin on a strong base of "news value" if you want to attract substantial press coverage. Identify the news value in your message, and be sure to express it in the lead paragraph. Don't expect the editor to find it for you. Qualities that provide news value include innovation (a truly new product or service); a novel adaptation of an existing product or service; or a partnership with another company that enhances both companies' position.
Providing News Value
Make it as easy as you can for the editor to find the news value in your story. Don't make the editor slog through a lot of "spin" to find what's important to his or her readers. Truly new products and services, a new use for an existing product, or a new partnership that enhances both companies' position are good examples of true news value.
