Before you send out that next press release or pitch, think: "Is this interesting to anyone but me?" Often, PR professionals lose sight of what´s most important to journalists — "newsworthiness." So what, exactly, is newsworthy?
What isn't newsworthy? Minor product changes or updates. The same thing said a different way. Equally important, if not more so, is how the message is delivered. It can mean the difference between becoming an editorial darling or being doomed to the e-mail "block" list.
Editors need to deliver timely and important information. If what you have to say isn't worthy, you can bet it won´t be news.