Before you hit the send button...

I'm often sent press releases, despite the fact that I don't work in newsrooms anymore. I suppose old habits die hard... It still astounds me though how much copy comes through that isn't even close to being newsworthy.

I know I'm dating myself here, but if we go back to the inverted pyramid style of writing news, there are some rudimentary questions that you need to ask yourself in order to determine if you have a story worth sharing:

Who gives a damn? If you can honestly answer this question, your response belongs in the subject line. Relatives and paid employees don't count. Ever.
What makes the story outshine the 472 others that land in an untidy heap on the desk of an overly-harassed news editor? If you haven't got something with news integrity, don't bother.
Where would my story fit in this reporter's world? Try making it relevant.
When is this most important? Today's news is old already.
Why would anyone want to pay attention to this story? Try weaving human interest into the piece. It has to matter to someone.
How can this story help other people? It's not about punting your product or service.

The bottom line in all of this: Don't be an annoying interruption in anyone's work day. Go for impact.

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