Different newsworthy elements play an important role in the media’s decision to cover a story. Locality, the novelties of it, proximity are just some of those general qualities editors look for in a story. Arguably the most important is timeliness.
Does your product or message make sense for the media to cover at that time?
Consider the start of the college football season as an example. This year, Goodyear celebrates 60 years of college football aerial coverage. To get their message to the masses a Satellite Media Tour made most sense. Former Heisman Trophy winner Desmond Howard spoke September 3—the same day college football officially kicked off. This was no coincidence.
— Goodyear (@GoodyearBlimp) September 3, 2015
The Goodyear Blimp first provided stunning aerial views of the 1955 Rose Bowl, revolutionizing the way fans experience sporting events. It's synonymous with college football. Sixty years of coverage is quite an accomplishment and what better way to celebrate then by promoting at the start of the 2015 season. For the media, recent events have more weight than past happenings. What makes this situation newsworthy is the tie to a nostalgic pastime and Goodyear's present milestone, a winning combination for top-tier coverage.
Consider these three items with respect to timing:
Hours and length of tour: Study the media’s programming that’s best catered to your target audience. Provide the media with enough leeway to position your interview in the best position for both you and the media.
Which Medium Is Your Primary Focus: Are you interested in securing television coverage more so then radio? Then plan accordingly. For instance, television producers for morning shows are on different time schedules.
Time the tour date with the calendar: The media is more apt to consider your pitch if your content jives with a holiday or annual event. Goodyear chose the start of the football season as the right time to execute the satellite tour.