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Journalists are busy people. If you bring something to their attention that captures their imagination—or, more importantly, the imagination of their readers, listeners and/or viewers—it has a chance of being newsworthy.
Newsworthiness is critical to gaining and keeping access to journalists. If you contact them with information of marginal value that wastes their time, barriers grow. And, each time you waste their time, access becomes harder the next time around.
So, when deciding whether or not to contact the media about a story (or asking your public or media relations professionals to do so), the most important thing to ask yourself is: Is this newsworthy?...
Via Jeff Domansky
Media relations basics from Eric Bergman.