It's easy to convince yourself of either of two realities: that everyone wants to cover your story or that no one wants to cover it.

Both are probably wrong.

In the first case, no matter how compelling you think your press release or event may be, chances are not every member of the media is convinced. News is like that.

In the second case, no matter how many doubts you may have about the news value of your story, chances are at least one media outlet will be willing to report it. News is like that, too.

So, stop talking yourself out of sending out a press release or advisory. You never know who will show up or call for a quote. What should you do?

Remember that news value always comes back to relevance and timeliness. Is it new? And, is it relevant to the media's readers/viewers/listeners? If so, you can count on at least some coverage.

It's also important to keep in mind the media are hungry for content. Despite dwindling resources, reporters and editors still have to crank out stories. Talk show producers still have to book engaging and interesting guests. It's a daily struggle.

Do the media a favor - give them some content.

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