However, even within a particular medium, requirements can vary greatly. In television for example, a program like Sunday has very different story requirements to, say, Snapshot. It should also be noted that all media operate under increasing budgetary, logistical and time constraints. Appreciation of this can often help getting a story published. For example, the supply of stock footage may significantly enhance a story's useability.
News is many things to many people.
Obtaining appropriate editorial coverage remains a very effective element within many comprehensive marketing strategies. And so an appreciation of what constitutes a newsworthy angle is becoming more and more important for all players within today's increasingly media-savvy world. The discipline is often seen as the saviour of all manner of organisations. Yet, the term can occasionally obscure several other principles vital for an organisation to communicate effectively. This assumption is dangerous for several reasons.