What Makes a Story About Your Business Newsworthy?

Ken Knickerbocker
By

By Ken Knickerbocker and Chris Isaac

Despite reading articles about business in your own time, you might feel a bit uncertain as to what elements a business story needs to be considered for publication.

The fact is, no matter how important or interesting a story about your business is to you personally, you have to consider it from the perspective of what readers want.

To help you zero in on finding the right placement for your story, let’s go over some of the most important aspects you need to consider before pitching to an editor.


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Timeliness

Even great stories will have trouble finding a home if you’re not accounting for what the public’s attention is focused on. If you’re pitching about a company’s record-breaking holiday toy drive, November or December is the ideal time.

But pitch the same story in March? An editor isn’t going to expect readers to care about such a story then. Strike while the iron is hot.

Target Audience

A lot of publications specialize in certain subjects, and there’s nothing editors hate more than pitches that have nothing to do with their focus. Familiarize yourself with the publication before pitching to make sure what they cover aligns with the story you want to share.

Unique

In today’s world of 24/7 news feeds, it takes something special to make people stop and read past the headline. Ask yourself what is different about your take on this story compared to what another business may be saying.

Value

What would a reader get out of finishing your story? Important knowledge to help them make a decision? A call to action? A memorable piece of entertainment? Always have an answer for why a reader should care about the story you are sharing.

Hits Close to Home

There are of course interesting people and things worldwide, but people care most about what they know. Make sure there is something that can tie your story back to the people who you want to read it.

Many other factors can also determine your success, but ensuring your story has these core elements will give you a better fighting chance. If you can read through your pitch and check off that it meets all these criteria, you’ll have much better odds of getting a response from an editor.


ABOUT THE AUTHORS

Ken Knickerbocker is the CEO of American Community Journals, publisher of VISTA Today.

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Chris Isaacs is a communications professional from Philadelphia with seven years in the field. He has written more than 200 articles, and his work has appeared in such publications as the Philadelphia Inquirer, USA TODAY College, and Tor.com. He obtained his bachelor’s in communications from Arcadia University, as well as his master’s in communications from La Salle University.”

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