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  • Writer's pictureAmy Wilson

How to develop your ‘news sense’

News sense refers to the ability of a PR to identify, select and present news stories that are relevant, interesting and important to the journalist they are pitching them to. It involves a combination of knowledge, experience and intuition, allowing journalists to determine which stories are worth reporting and how to present them in an informative and engaging way.

A good news sense requires an understanding of the values and interests of the audience, as well as an awareness of the social, political and cultural events that are taking place locally, nationally and internationally. PRs with a strong news sense can recognise patterns and trends in the news, anticipate potential newsworthy events and evaluate the credibility and significance of sources and information.

Reading newspapers is a great way to develop your news sense. It can help you stay informed, develop critical thinking skills, improve your vocabulary, enhance your cultural knowledge and allow you to make your press releases relevant to journalists and introduce you to new journalists who might be interested in your story.

The outlets

We’ve included below a selection of outlets that can help build news sense. These publications feature a wide variety of subjects and issues relevant to most business sectors. They also frequently work with freelance writers allowing you to build your media database with new contacts who might be interested in your relevant topic.

The Guardian

New York Times - T Magazine

Financial Times - How To Spend It

Financial Times - Special Reports

Wall Street Journal - Off Duty



Fast Company

News sense prioritises news stories based on their impact, timeliness, and human interest and can allow you to reprise stories or ideas from previous broadcasts but with new relevance based on what’s happening in the current news sphere.

Overall, news sense is crucial for PRs to produce high-quality press releases that tell their client's stories effectively while remaining current.

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