July 2026 Still writing that news release? Here’s another thought: Your news release needs news

Last week we spoke here about news releases, focusing on the need to include several types of information commonly referred to as the 5Ws and an H (who, what, when, where, how, and why).

Those thoughts were part of our effort to provide a little practical help for any of you preparing press materials to use with connecting with the news media anytime, but especially in a few weeks at CPE, the Christian Product Expo, coming up August 2-4 in the St. Louis area.

So, here’s a bit more on the topic.

In addition to the 5 Ws and an H, we also talked about having a hook in the lead paragraph, something that is compelling to grab attention. Because we all know you only have seconds to grab someone’s attention.

But let me also say this loud and clear: Your news release also needs some news.

News starts by being something new and unique. But it’s more than that.

You need to get people’s attention with something unusual, something compelling, something shocking or upsetting, or heartwarming.

Maybe it’s a statistic, or a dramatic incident.

Those are all elements of news.

Reputable news media folks actually study this in college as an academic subject. There are textbooks.

And in the one I used when I taught a journalism class, there are seven values involved in deciding if something is news. I don’t disagree with those seven values that include things like impact, immediacy, conflict, and proximity.

However, also keep in mind that it needs to be something that interests the primary audience of your news release.

Think that’s your potential reader and Amazon book buyer?

Think again.

Keep in mind your actual audience for the news release – is the news media.

They will decide if they are interested in learning more. Then they will decide if they think other people would be interested. Then if they interview you, they can introduce your story to the thousands or millions in their audience.

So long before you get to your readers and book buyers, you need to capture the attention of the news media with your news release, and the associated subject line, and that hook.

And what does that mean? How do you do that?

Another way of describing many or several of those things that can be described as news is having what I call a WOW factor.

What is compelling in your personal story or the subject of your book? What is the shocking fact you learned that moved you to research and write your book?

That angle or news hook needs to be front and center in the news release headline and the first few paragraphs of the news release written to appeal to your primary audience.

Further down in the news release you can fill in with details that you may find truly the most important, like why you believe God wants you to write this book.

But first you need a hook, and to be blunt, it’s not going to be the “news” that you wrote a book. Unless you are already a famous person, most of the rest of the world will not find that newsworthy.

And it’s not even going to be the news that God led you to write your book and share your testimony to lead others to Him. Don’t misunderstand me – the miraculous message you have to share is amazing and incredible – but may I gently remind you that God has been working in the lives of people for centuries, so just that much info is a story that’s been told many times.

What’s unique about yours? That answer will help you find your news angle.

And that will help you connect with the news media to share this testimony.

But let me say one more thing in closing.  If this now sounds a bit more nuanced than you previously realized and you think you might want some help knowing what to write to capture attention, reach out. This is what we at Buoyancy PR do all year long, not just before trade shows.

We’d love to hear from you if you want to chat further.