In the world of WordPress, it’s tempting to think that every company update deserves media attention. You’ve landed a new client, launched a product update, or celebrated an anniversary. Shouldn’t everyone care?
Turns out, not always.
On a recent episode of the series Media Playbook, Rae Morey and Adam Weeks dug into the nitty-gritty of what truly constitutes news in the WordPress space (hint: it’s more than just what’s exciting for you).
Who Really Cares?
According to Rae Morey, the first question to ask is, “Who is it news for?” If your announcement is only meaningful internally like landing a dream client or hitting a small product milestone, it might not be newsworthy for the wider community. Adam sums it up bluntly: “Nobody cares. Nobody cares. Nobody cares. They’re busy doing their own thing.”
It sounds harsh, but this mindset helps filter out routine updates from real stories with broader relevance.
What Counts as News?
Rae offers a checklist for businesses and developers who want to share something with the WordPress world:
- Does it change how people work, build, or engage with WordPress?
- Does it reflect a larger shift in the ecosystem (or a significant shift for your business)?
- Would someone outside your company genuinely care?
- Are you the first, the biggest, or the most unique at what you’re doing?
- Can you explain the “so what?” in one sentence, without caveats?
If you can answer “yes” to these, you might just have a story on your hands.
Examples of Newsworthy Stories
- Major product launches or company rebrands (like 10up’s recent shift toward AI)
- Significant company milestones (think 15- or 20-year anniversaries with wider implications)
- Unique initiatives that drive generational change (such as WordPress Campus Connect bringing students into the community)
- Substantial partnerships or collaborations that impact the broader ecosystem
Routine client wins or small integrations, however, typically don’t pass the newsworthiness test except for your internal newsletter.
Why Bother?
While a single news story may not work miracles overnight, Rae points out the long-term value: “It’s building reputation and brand awareness over time.” It’s about laying “breadcrumbs” for your audience and strengthening your presence so that when your solution is needed, your name comes immediately to mind.
And remember: Relationships with independent WordPress media (like The Repository, WP Minute, and WP Builds) matter. Sometimes a simple “hello” and introduction is the first step to future coverage.
Plan Ahead & Pitch Smart
If you want coverage for an initiative, plan ahead and pitch early. Offer meaningful, community-focused angles rather than last-minute updates or internal celebrations. You’ll be doing both yourself and the media a favor.
Rae wraps it up well: “If they go ahead with your story and it’s not news, no one’s actually going to listen to it either—you’re kind of wasting your time. So you want to make sure what you’re doing is actually going to engage people.”
TL;DR: Before sending your next press release, ask yourself honestly: will anyone outside my company care? If the answer’s yes (and you can explain why, quickly), you just might make headlines.
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