The key word in "news" is new: What's really new, novel or interesting about your story?
What's the headline?
Why would their readers, listeners or viewers be interested in this? (Think local).
How easy is this going to be for them to cover? Location? Time? Advance notice? (Don't expect media to come to a remote location with little notice. That only happens for calamities).
Visuals are important to print and especially broadcast media.
Does or could our program or event have great (not good) video or images associated with it?
Is an expert or spokesperson ready to speak for a radio or television interview?
Qualified experts are valued by the media. They would much rather speak with the organizer of an event or the researcher who did the study or made the discovery than a spokesperson.
Keep yourself out of the story unless you are the expert. (Spokespeople are best used in crisis communication or administrative announcements).
Who are your key audiences and what are your goals?
Identifying key audiences helps you target appropriate media. Not every story is most appropriate for the Star-Ledger.
Do you need attendance at an event or program; recognition for a study or discovery; or visibility for your unit or program among the public or peers? Knowing your goals will help you decide what type of media should be targeted and when.
What can we do on our own to generate visibility?
Identify publications that allow you to post your own news (ie: mycentraljersey.com; patch.com; local online publications).
Use social media platforms to spread the word.
Post events on online community calendars.
Blog on your website. (Keep posts up-to-date).
If the issue merits, write an op-ed; 600 words or less. (This is for very timely topics or issues only).