There is a moment of pure optimism in every press release. A belief, however misguided, that this announcement will change the course of industry conversation. The reality? It will land in an inbox, ignored, skimmed at best, and then—like a tree falling in an uninhabited forest—make no sound at all.
Here's the hard truth: Just because your company says it's news doesn't mean it is. Reporters aren't waiting by their email, breath held, for your latest incremental product update or the appointment of your new regional VP. Depending on the beat, a journalist can receive 100 to 500 pitches daily. That's a barrage of subject lines vying for attention, a relentless drumbeat of "game-changing innovations" that, in reality, are neither game-changing nor innovative.
What Reporters Actually Want
Reporters want stories—real ones. The kind with tension, stakes, and consequences. They want to know: Why should anyone outside your company care? Because here's the thing: news is about impact. It's about a shift in the industry, a shake-up in the status quo, a development that affects real people, not just shareholders and internal teams.
Think about the stories that stick:
A software update with a marginal improvement in user interface? Not news.
A funding round that signals a major market move? Potential news.
"We hired a new Head of Customer Success." Absolutely not news.
An ad tech company getting acquired for billions, reshaping the competitive landscape? News.
A groundbreaking AI-powered creative tool that significantly reduces campaign costs? Maybe news—if it's genuinely different.
A campaign without a celebrity and an idea more like "doing your job"? That's not news.
An agency creating an ad campaign that unexpectedly goes viral, sparking a cultural conversation? News.
A brand activation that cleverly integrates new technology (like AI or AR) to drive real-world engagement? Potential news.
If your story doesn't have a broader impact, it's not a story—it's an internal memo with misplaced ambition.
How to Recognize If You Have News
Here's a quick test before you send that press release or pitch into the void:
Would someone outside your company care? Be honest. If the answer is "only our competitors and employees," that's a red flag.
Is there an element of conflict, change, or surprise? The best stories have tension. No one covers things that remain exactly the same.
Does it affect an industry, community, or consumer base meaningfully? A 10% faster load time might be important to your engineers, but it won’t matter to a journalist unless it changes consumer behavior.
Could you explain its significance to a stranger at a dinner party without their eyes glazing over? If you can’t, reconsider hitting send.
The Company News Press Release Graveyard
If your announcement fails the above test, don’t force it. No amount of adjectives—"groundbreaking," "transformative," "revolutionary"—will turn it into something it’s not. Save yourself (and the journalist) the trouble. Find another way to tell your story. Maybe it’s a bylined article, a thought leadership piece, or—brace yourself—perhaps it's simply not worth telling at all.
Good PR is about knowing what's worth saying and when it's worth saying it. The best PR pros know that not all company milestones need a press release and that the best stories don't start with "We’re excited to announce…”
So before you send that pitch, ask yourself: Is this truly news? If not, let’s all do our part and let it rest in peace.