Here’s the cold, hard truth: Not every piece of company news is “PR worthy.”

Your office renovation, that charity golf foursome you sponsored or the new limited-time coupon code might feel groundbreaking inside your walls. To the outside world, not so much.

That’s because news is about what matters to the audience, not what matters to you. The media’s job is to deliver stories that their readers, viewers and listeners will actually care about. The secret to PR success lies in understanding what makes something newsworthy and how to position your story so it captures attention.

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Timeliness: Strike While It ’ s Hot

There is a reason it’

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