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What makes a press release newsworthy?

When you plan a press release campaign, it is of critical importance to ensure each and every press release is newsworthy. This means the content of each press release must be informative, useful and interesting.

Resist the temptation to use your press releases to try and make a sale. If it reads like an advertisement, start over. Let it inform your audience about why they should look to your product for a solution to a problem or a need. Use it to answer the who, what, where, when and why questions surrounding the problem for which your product is the solution.

Your excitement about a topic does not necessarily mean it makes for a newsworthy press release. Will others in your intended audience find your story interesting? Announcing your online store's opening is always an exciting time for you, but uninteresting for the masses.

Instead, focus on the features of your online shopping experience, unique products and services. Answer the question, "Why should anyone care?" and make sure your announcement has some news values such as timeliness, uniqueness or something truly unusual. Focus on the aspects of your news item that truly set you apart from everyone else.