News coverage is the transmission of new information through newspapers, radio, television, social media, blogs and other forms of mass media. It can involve breaking news (an event that elicits nationwide or even global attention and requires many local stations to interrupt their regular programming), or analysis of an ongoing story through in-studio or satellite-based analysts.
In addition to reporting on hard news events, newspapers, radio and television news programs also provide commentary, opinion, and analysis of complex issues. This type of coverage may come in the form of editorials, commentaries and Op-Ed columns. Opinion writers may have a personal belief that they seek to share with the public or they might want to influence the way the general public views an issue.
What editors consider newsworthy can change from day to day. This is especially true for TV and radio, where a limited amount of time is available to cover stories that might appeal to their audiences. The brevity of these formats also means that it’s important for PR people to understand the needs of the journalist they are trying to reach and to make themselves available for interviews when possible.
One of the biggest mistakes a company can make is sending a press release that doesn’t meet newsworthiness criteria. To increase the chances of getting media coverage, a business should only send a press release for an event or accomplishment that deserves to be covered, such as overcoming a significant challenge or achievement.
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