News used to be the currency of public relations. Event-led stories were our speciality (pseudo-events if you like). But it's a dying craft and most practitioners need to move on (and advise their clients accordingly). Here's why news is limited:
- It has a short shelf-life that's becoming ever shorter in the social media age
- Neither PR people nor journalists have a monopoly on news any more
- There are fewer publications taking PR news
- The conventional press release is treated like spam
Content, conversations, communities are what it should be about (Jim Macnamara goes further and lists 8 Cs that count in the current media landscape).
Or to put it a different way, don't be so fixated on getting your news event mentioned that you pass up the opportunity to contribute an ideas-based feature to the same publication.
It's about ideas, not events. Adapt or die!