News-Worth Creation

News-Worth Creation is divided into two parts. Create offers tools for describing a potential story and drafting a press release. Show covers journalist outreach, interview preparation, and ways to review the coverage that follows.

Part 1: Create

The first part contains three resources:

1. The News-Worth Canvas - A tool for describing and analyzing a potential story
2. The News Builder - A structured worksheet for drafting and revising a press release
3. Dinosaurs - Ten media examples used to compare different story patterns

Part 2: Show

The second part is divided into three sections:

4. Contact - Approaching journalists with a relevant, concise pitch
5. Perform - Preparing for an interview and avoiding common mistakes
6. Measure - Reviewing the reach and consequences of media coverage

A Word of Warning

Publicity techniques can be used to inform, exaggerate, or mislead.

The purpose of this book is to help smaller teams present real work clearly. A press release should not fabricate significance, hide material context, imitate independent reporting, or pressure a journalist to surrender editorial judgment. Coverage is not guaranteed, and attention is not evidence that a product works.