What Makes a Story Newsworthy? What Journalists Are Actually Looking For
Every journalist sorts through dozens of story ideas every day, choosing which ones to cover and which to pass on. These choices aren’t random. Journalists rely on a clear set of criteria that have guided journalism for decades. Knowing what drives those decisions is one of the smartest things you can learn before you send a press release or pitch a reporter.
So what makes a story newsworthy?
The short answer: It needs to matter to the journalist's audience in a way that feels immediate and impactful.
The full answer: There are specific elements of newsworthiness. Things reporters and editors look for that help them decide whether your story leads or gets ignored. Or at least a story that’s relevant to them if it’s not necessarily the lead story of the day. If you understand these elements, you’ll have a much better shot at getting your business noticed.
The Core Elements of Newsworthiness
Journalism researchers Johan Galtung and Mari Ruge first mapped these main elements back in 1965, and their framework still guides how journalists choose stories today. Whether reporters know the academic origins or not, most use these criteria:
Impact. Does this story affect a meaningful number of people? The wider the effect, the stronger the news value.
Without impact: "Houston pharmacy launches new loyalty program."
With impact: "Houston Black-owned pharmacy launches free prescription delivery program for seniors in food deserts, reaching over 2,000 households with no access to nearby healthcare."
Same business update, totally different news value.
Timeliness. Is this tied to something happening right now? News outlets want currency, not history. However, history tied to something happening right now is far more likely to get picked up than one with no connection to the current moment.
Example: When debates about credit access for minority-owned businesses made headlines in 2024, small business owners who shared firsthand stories of loan denials were suddenly quoted in national news.
The circumstances of the businesses didn’t change, but the timing made them newsworthy.
Proximity. Is the story close to the audience’s geography? Stories with a local angle carry much more weight with local media. For small businesses, this is often a real advantage.
A local food truck opening a brick-and-mortar location may not make national news. But for neighborhood news outlets, it’s exactly the kind of story their audience cares about.
It’s recommended to pitch to local and perhaps regional outlets before national outlets, as media visibility will be more effective starting out.
Prominence. Does the story involve a well-known person, business, or organization? When a widely-known person or organization is involved, news value goes up likely because of its high influence.
“Former First Lady Michelle Obama spotted shopping at local Black-owned candle and wellness boutique, posts experience to Instagram."
The prominence of ‘who’ gives the announcement more news value.
Novelty. Is there something genuinely unusual or unexpected about your story? News outlets are drawn to what stands out from the ordinary.
Without novelty: "New barbershop opens in downtown Los Angeles."
With novelty: "Formerly incarcerated entrepreneur opens barbershop in hometown, creating jobs for ex-felons re-entering the workforce."
The mission and the method are both unexpected. That’s what makes it a story.
Human interest or emotional proximity. Does your story create an emotional connection? It reminds people of shared experiences, challenges, or values.
“Husband and wife immigrants from Ethiopia finally open renewed restaurant after devastating fire.”
News isn’t just about events, but people. It’s a story of sacrifice, community and perseverance, themes journalists know are relatable. People will typically remember these kinds of stories long after the hard news cycle moves on.
Conflict or controversy. Is there real tension, a challenge, or disagreement involved? Tension makes stories compelling. If your business is responding to a real challenge in your industry or community, that context adds newsworthiness to what you’re doing.
“Downtown L.A businesses move out due to commercial rent hike, regional non-profit fights back.”
It’s part of a bigger story about neighborhood change and economic displacement. Media outlets covering urban business or development look for stories like this.
The Practical Takeaway for Small Business Owners
Understanding what makes a story newsworthy doesn’t mean forcing your business into a mold it doesn’t fit. It means learning to look at your own news through a journalist's eyes. Before pitching any story to media outlets, ask yourself: does this affect people beyond my own business? Is it timely? Does it connect to something bigger that my target audience or community already cares about?
According to Muck Rack's 2026 State of Journalism report, 70% of journalists say a pitch is worth their attention only when it is clearly tailored to their beat and audience. Bottom line: your story needs to serve the reader, not just your business.
What's newsworthy about your business? Let's find out
At Vérité House, we work with small and minority-owned businesses to uncover the angles journalists are already looking for — and position your story to meet them there. From shaping your narrative to targeting the right outlets, we handle the strategy so your story reaches the audience it deserves.
Your moment is waiting. Let's make it newsworthy.