Most startups have truly newsworthy announcements a couple times a year at most. New product launches, entering a new market, getting a million users, poaching employees from big companies, raising your Series A – those are all events that reporters will consider newsworthy and write about. Don’t believe me? Go to TechCrunch, VentureBeat or TechInAsia and scan the headlines.

There are three well-publicised ways of getting into the media.

Do Something Big

Real News

Do Something Bad

Real BAD News

Do Something Nice

CSR

So what do you do the rest of the year? Repeatedly writing to reporters with non-news will get all of your pitches tossed straight into the junk pile. Even the good ones. The simplest test for non-news versus real news is asking yourself, “will anyone outside of my company care about this and want to read about it?”

Yep, that means if your finger is hovering over the send button for a press release about your updated website, your new ping-pong table or a minor product update, back away from the mouse.

So does that mean you give up and lay low for most of the year? No way. Instead, you need to leverage your expertise to make reporters’ jobs easier. How do you do that?

Check out our step-by-step guide on Slideshare.