What makes news

Reporters write about what is new, what is about to happen and who it matters to. Before your story goes to reporters, check that it has most of these.

Something new

A launch, an opening, a hire, a result, a first. If nothing is changing, there is no story yet.

Timing

A date in the next few weeks, or a clear reason it matters now. Give reporters time: three to four weeks for an event, two to three for a launch.

A number

One figure a reporter can quote: how many, how much, how fast. Share only what you are happy to see in print.

A person

Someone with a name and a role who can talk. Reporters write about people, not companies.

A customer or partner who can talk

Someone outside your company who can say it works.

An industry view

An opinion on what is happening in your field. A view gets you quoted even when you have no news.

When it is not news yet

Expert commentary on a trend

Offer your view on something reporters already cover, so they quote you when the subject comes up.

A founder profile

Tell the story of the person behind the company: why they started, what they risked, what they learned.

Wait for a stronger moment

Hold on until you have a launch, a result or a date, then come back and tell us about it.