Anyone who’s ever sent out a press
release has probably wondered – why didn’t the local paper pick up my story?
Or, if it did make the news, why was it treated the way it was?
I got a question like that a few
weeks ago. The conversation was private, but I will say that the news release
in question was along the lines of the proverbial non-news story, the one about all the
planes that land safely, as opposed to the plane that crashes and makes
This source's story might have at least somewhat interested some readers, but it wasn't compelling enough to warrant coverage, especially in a general-interest publication. And while trying to explain
as much, I cobbled together, in my head, a taxonomy of press releases as seen through the journalist's unflinching eye.
No one teaches this in J-school.
The labels are my own invention. But whether news organizations think about it
systematically or not, I would bet that editors, reporters and producers
everywhere consciously or unconsciously sort potential news material into some variation of these categories.
Trash it. This release goes straight to the recycling bin and has no
utility or interest to my readers or viewers.
Print it. It’s timely and requires no real follow-up. Brief stories on events and entertainment calendar items are examples of this category. So are routine police reports that are deemed to require no other follow-up but are still included in round-ups of local news.
Tip of the Iceberg (TOTI for short). Here we have two
TOTI-Now would be a release with a legitimate breaking news story. Editorial standards, however, require a reporter to get some more depth, context and other information to flesh out a story worthy of the outlet and the event. An announcement about a new company coming to town might be an example.
would be a release that is of definite interest but not so timely that it must run immediately. The release becomes the kernel, or at least a starting point, for a story that appears over the weekend or in the next week or two.
Future String. These are press releases with no immediate utility
or interest – but they do contain something that an editor or reporter could later find useful. Perhaps the news reflects
a trend, or it might signal an interesting
development in the timeline of a person or institution on the reporter's beat.
Some of us are notorious pack rats for such stuff and have collected more building blocks for stories than we could ever hope to assemble into shining castles of journalistic enterprise.
And, unfortunately, there is probably yet another category combining “Trash It” and “TOTI.” That would be the release you know has a deeper story behind it but
you throw out anyway because the information at hand has no immediate utility, and you
know you’ll never have the time or opportunity to dig out the deeper story.
On the other hand … As I was getting ready to draft this
column, I wound up talking with a municipal PR official in
another state to set up interviews for a trade publication story.
Once our business was out of the
way, we fell into some small talk about our respective career paths. It turns
out she had once been a broadcast journalist. But today, as a publicist, she
finds herself using her old journalism skills as much or more than ever.
Then she mentioned the local paper
in her city – and how it was once considered one of the nation’s top 10. She noted that her press
releases typically make it in to the publication almost verbatim, and she said that she understood why, given how newspapers have been trying to cut their way to
But it still bothers her, she says. “I’m
enough of a journalist that I think, ‘Wait, don’t you want to ask me some
questions about why we’re doing this?’”
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