In the field of Public Relations, there is one cardinal rule; whatever steps you take in creating spin or buzz, it has to be picked up by the press. All the PR in the world won’t do any good unless people get to see it. As such, 5WPR CEO Ronn Torossian is outlining the five most important traits in ensuring that your PR efforts are reported far and wide. Here are the Five Qualities of Newsworthy PR:

#1 – Make it Relevant
No one wants to read a press release about old news, and in today’s fast paced, 24/7 news cycle, news gets old much quicker than it used to. To guarantee that your efforts are part of the news media’s discussion, you have to be relevant. It’s easy to be the story when a crisis breaks and you or your client becomes the story, but a large part of non-crisis-based PR is finding a way to make an announcement relevant to the current news.

#2 – Keep it Short
No one in the news media wants to read a 200-page treatise on “Bikes in New York City.” If you want coverage of your public relations campaign, then make sure all press materials are short, sweet, and to the point. Ronn Torossian stresses using a quick, attractive headline, followed by short summarization of the facts and short, powerful, easy to relay quotes from important subjects related to the article. Doing the reporter’s job for them increases the likelihood of having the press cover your story.

#3 – Spread A Wide Net
Never assume that a story will be picked up on its merits alone. Just because a press release is sent to the New York Times, doesn’t mean they’ll report on it. Make sure that all press materials are sent to every press outlet available, even the more uncommon ones. The more outlets you inform, the higher the likelihood that it will be carried by some of them, and the more that carry it, the wider it will diffuse, and the better the chances it will be picked up by other news outlets that didn’t report it the first time around.


#4 – Be Ahead of the Pitch
Whether it’s good PR or bad, it’s vital to be the first one to get your side out on the story. News can grow legs of its own, and take off down the street before you have a chance to weigh in. Never hold back when you can be ahead of a story, and make sure it’s your spin that the media is using. Which brings us to…

#5 – Control the Spin
The “spin” is an industry term for how a series of events is interpreted. Five people seeing the same situation take place could have five different notions of what happened. The “spin” is what the media, public relations firms, and individuals put on an event to direct it to the interpretation that they want others to see. Controlling the spin is critical when handling a public relations crisis. If you control the spin (which is easiest if you are the first out on a story), then you run a much better chance of ensuring that you control the media cycle, and the story you want will be the one carried.
Follow these suggestions, and you will see much stronger return on your PR outreach.