Be honest with yourself: Not every thing that happens at your company (or client) is newsworthy — certainly not to every reporter or media outlet – regardless of what your boss or client may think.

Nevertheless, I’d bet that something newsworthy is happening each and every week at your company/client organization.

The challenge is to

1. Set proper expectations internally,
2. Target the right news to the right news organization and/or journalist.

One way to do this is through a Ranking System for your news releases.

At Politis Communications we classify news releases as being an “A,” “B” or “C” news release, and we do this by making a judgment call on every bit of prospective news we uncover inside our client organizations.

For example, “A” News Releases contain news or information we believe has the prospect of being translated into the top story, one that will

• lead the top of a newscast,
• be the No. 1 story in a particular section of a newspaper or magazine, or
• get picked up by a wire service, syndicator or online news aggregator.

Recent examples of “A” News Releases we recently worked on include the news that Schwinn Bicycles was launching the fastest re-charging electric bicycle on the planet. Another was the news that Coherex Medical had received CE Mark Clearance for its Coherex FlatStent EF PFO Closure System.

By contrast, “B” News Releases contain news or information we believe has the prospect of being used in a solid story, one that might

• Warrant a standalone story in a particular section of a newspaper or magazine,
• Be included in a larger story, perhaps a trend piece (online, in print or in a broadcast venue),
• Be mentioned in a newscast, or
• Generate coverage in specialized media outlets or blogs.

For example, Alliance Health Networks’ recent closing of a $3.3 million round of venture capital funding probably qualifies as a solid “B” news release.

And although still newsworthy, “C” News Releases, however, truly have limited focus and/or news appeal.

Examples of “C” news releases include most

• New hires or promotions,
• Moves to a new location or expanding office space,
• Smaller charitable donations or activities,
• Etc.

In other words, they’re still newsworthy announcements; it’s just that the probable impact of such news is limited in scope.

Which brings me back to the first three points made at the beginning of this post.

1. Be honest with yourself about the particular newsworthiness of any given event, news or piece of info.
2. Make sure others share your honest appraisal (i.e., set proper expectations).
3. Target the right news to the right journalist and/or media outlet.

If you take this approach to news releases, chances are you’ll have a lot more success (and less heartburn in the process).