What Makes News? Here Are 7 Proven Guidelines.

You know how this goes. A marketing or product manager comes to you with a really great "news" story about his product, promotion, process or personality. You want to help him evaluate and take advantage of this "great" opportunity, but you struggle without some "news" guidelines you can use. 

Here are seven guidelines that I have used successfully with mainstream and new media with Gatorade, Wilson, Sears, Brunswick and many other clients. I have included examples of "newsworthy" stories that exemplify these guidelines. In fact, some of these examples fit all guidelines which can produce a publicity bonanza:

1. Novelty --something is different, unique, breakthrough and innovative in performance, design, size, shape, color or even service. Examples: Titleist Pro VI, Under Armour, Boo Weekley at Ryder Cup, Zach Johnson winning Masters and Rocco challenging Tiger at the Open.
2. Impact -- involves large numbers, size and market disrupter. USGA recent grooves ruling.
3. Needs resolution --market asking for or didn't even know asking for need to be addressed. Callaway Big Bertha, Taylor Made Bubble shaft and PingEye 2 irons.
4. Conflict --industry debate, issue or challenge. One standard versus another. Market challenger vs. market leader. Fedex Cup Playoffs, Solheim vs. USGA in 80s, adjustable clubheads and shafts.
5. Prominence -- leader does or says it and commands attention. No brainer, Tiger comeback, Tiger plays your tournament, etc. Arnold Palmer and Jack Nicklaus can be just as prominent.
6. Timeliness -- ties in with event, season occasion. Any news around a major or at the PGA Merchandise show.
7. Proximity --your backyard, hometown person, product, etc. The US Open at Bethpage, so close to the world media capital will offer many opportunities. And Golf Digest Open Challenge takes advantage of this.

I would even suggest that you use these guidelines when writing your blog posts.

How do you use these guidelines? I keep it simple by creating a chart and then evaluating how a  product, promotion, process or personality meets these guidelines. These guidelines also can help you brainstorm news stories too.

 I like the year-end or special issues like these Golf World Newsmakers and Golf Digest Hot List to inspire my thinking on news stories. I also think Wall Street Journal offers great ideas on what makes a news story direction.  

Good luck evaluating stories, and creating your PR bonanza.