Your anniversary announcement isn’t as special as you think.
It might be a bitter pill to swallow for some communicators, but reporters—and, more important, their readers—do not care about your 20 years of business operation. They don’t care about your latest “exciting hire.” They don’t care that you now represent a multinational corporation pursuing thrilling initiatives.
Readers care about how your news affects them—and if it doesn’t, they will skip your article without hesitation.
Here at PR Daily, we get hundreds of pitches asking us to include bulletins about hires, promotions or new client partnerships—and they all go to the trash. These stories don’t get shared with or by our audience. They are lazy attempts at promotion, and they offer no value for our readers.
An oft-cited writing principle is to “show, not tell.” The idea is to let dynamic examples help your audience draw their own conclusions rather than just droning on about the importance of your message.