In many cases, the news value is a tricky one quite like a wolf in sheep’s clothing. Why? Because while it’s a key factor in marketing, uncovering it often requires significant effort. Achieving good newsworth necessitates a strong message, which must be expanded and tailored depending on the industry, topic and relevance. From this, a messaging system will evolve. This system can then be used to build different materials, whether it’s a publication, catalog, flyer, video content, some kind of event element, or even a press release on its own. So, how crucial is the newsworth in the marketing segment?
We’ve delved deeper into the role and importance of messaging here.
News is fundamentally objective. This is the first sentence a communications student learns at university. However, over time, this statement is reevaluated and becomes more nuanced. News can only be approached objectively to a certain extent, such as in the case of research or events where there are anchor points on which a material can be built: numbers, data, ideally expert opinions. However, its arrangement and framework are subjective. What constitutes a leading value also varies: for a news portal, an accident, a traffic disruption, a significant societal decision, or a health-related issue (e.g., product recalls) all fall within the spectrum. However, the important information differs for a lifestyle-oriented website, a portal focusing on transportation, economics, or fashion.
Regarding this topic, we’ve consulted with Nóra Jurics-Fehér, editor-in-chief of Life&Body Magazine, who emphasized the importance of an expert approach. As a magazine, they also consider it essential that their readers can take away at least one practical piece of advice or be enriched with a new, inspiring thought from every material. Nóra even added:
“Furthermore, the relevance of the topic also plays a role in our selection method: does the material relate to any recent news, global event, or significant happening? It’s essential for the article or announcement to fit into the magazine’s theme and meet our quality criteria. Perhaps most importantly the published material should serve the needs of our readers: we continuously monitor the best-performing articles and select topics for the magazine based on this data. After all, we ask our readers for their greatest treasures – their attention and time – so we strive to repay their trust with high-quality content.”
Shaping what’s happening
As professionals, we have a responsibility for how we shape a given piece of information, the context we place it in, and the world we create around it in our materials. The TED-Ed whiteboard video encapsulates the topic well:
Regarding storytelling, Nóra explained how they use this tool responsibly:
“We use storytelling in some of our articles, interviews, and reports to guide the reader, giving them time and opportunity to immerse themselves in the conversation. So they feel like they’re at the table with us or right in the thick of events, with the journalist serving as their eyes and ears, asking the questions that probably our audience would. I find this technique particularly important for materials requiring a more sensitive, deeper understanding and empathy, but I also use it in my editor’s newsletters when I offer insights into my personal life, memories, and thoughts. I believe this is how we can ensure that the reader can connect, find similarities between themselves and the writer or subject.”
If you’re interested in learning more about how this is done, we’ve also written a blog post about storytelling.
Newsworth shapes everything
In the PR field of marketing, segmentation is crucial, along with the relevance – as Nóra mentioned,-, and considering how well the material we send to journalists fits into their media content stream.
It is important to mention that not only press and topic releases, but also other marketing materials have their own news, or informational value. However this topic is not well covered.
Every brochure, publication, flyer, event material, video script – the possibilities are endless – is prepared based on a pre-determined, approved, and campaign-tailored messaging system. Either there’s an existing material that needs updating, or the agency proposes the aforementioned message package following a preliminary discussion. It’s crucial to have a clear vision of this because this is what will be displayed, or rather what partners will encounter on various platforms and marketing materials. The newsworth, or informational value is decisive and shapes everything.
