What Makes News Newsworthy?

Every brand milestone feels monumental to the people who made it happen. But when it comes to getting press coverage, not every moment has the right elements to make it into a headline. Especially in the AI space—where advancements and announcements happen at breakneck speed—it’s critical to understand what truly captures attention and why. Journalists have a tough job: filtering through hundreds of pitches daily to decide what their readers truly need to know right now. There are many variables that go into what is considered newsworthy at a given moment, including who is announcing the news, how, when, where, and why - or, in industry parlance, the prominence, significance, proximity, and human interest of a story. Generally, reporters are interested in: 

• Breaking news that is relevant to their coverage focus and audiences.
• Reputable, real experts with distinct POVs.
• Context on why your team’s perspectives or products matter - the “so what” of a story.
• Education on new topics, issues, solutions, policies + trends relating to AI 
• Exclusivity on specific news and/or an interview/exclusive success metrics from a prominent partner / investor / customer. 

AI stories often compete for the same spotlight—new products, funding announcements, or technological breakthroughs. If yours doesn’t make the cut, the good news is you still have excellent alternatives for sharing your story effectively. 

Blogs and social channels let you tell your story directly to your audience—and they’re often more effective at getting your important update out into the world than fighting for space in a crowded press cycle. 

OpenAI, for instance, uses its blog to publish detailed essays that break down the real-world implications of its work, while Hugging Face leans into Twitter and LinkedIn to tease product updates with humor and an emphasis on community engagement. These channels give brands the freedom to celebrate wins, educate their audiences, and build excitement—without waiting for a reporter’s validation.

Thoughts for Your Next Milestone…

1. Lead With Value: How does your milestone advance the larger AI conversation? Are you enhancing safety, democratizing access, or improving transparency? Connect your news to what your audience cares about. Add value to discussions that matter. 
2. Consider Timeliness: Timing is everything. The press cycle will be crowded; why does this information need to be shared now? How does it fit into recent news stories? 
3. Ask “Who Cares?” (And Be Honest): If your milestone doesn’t clearly address a broader trend, solve a widespread challenge, or shift the industry conversation, it might be better suited for your own channels. 
4. Stand Out With Storytelling: AI is complex— can you humanize your story? Do you have relatable use cases, visuals, or demos to help audiences grasp why your announcement matters? If not, now may not be the time to share this particular angle. 
5. Remember Your Audience: This will help determine where you should aim to place your story, and focus your efforts. Many AI innovations may have broad potential applications. The stories that gain traction are those that zero in on how their solution impacts a particular audience, and reach them on the platforms where they spend the most time. 

In AI, the stories that truly resonate don’t just chase the noise—they rise above it and offer something new. Whether your story lands in the press or on your own channels, the goal is the same: to inform, inspire, and be additive to the conversation. And sometimes, the loudest buzz starts right in your own backyard.

Want to chat more? Drop us a line.

What we’re reading: 

AI in 2025: Building Blocks Firmly in Place

Last time, we talked about the hype cycle and our current place along the wave. Sequoia’s David Cahn has put out the firm’s latest musings on the subject, positioning 2025 as the year that the industry’s foundations solidify. From our view, the building blocks are in place to lead to some interesting work in 2025, but it’s too early to crown any winners. 

The GPT Era Is Already Ending

The brilliant Matteo Wong at The Atlantic examines the latest developments from OpenAI, asking important questions about the level of intelligence in today’s models. Closing out 2024, Wong’s analysis certainly feels like a prescient look at what is to come for AI development in 2025 and beyond. It will be exciting to see how this all plays out.

Stories we’re proud to tell: