Most InternetWeek stories must have some information technology angle. Straight commodity products. Celebrity online chats. Just because your company has launched a Web site doesn't mean you have an InternetWeek story to tell. But if the launch of that site makes use of innovative new technologies or applications, it very well might be of interest.
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Although we aim to add significant context and perspective to every story we do, the news element does matter. Don't pitch something just because it's interesting. Our stories, while analytical, are news-driven and must convey a sense of timeliness and urgency. We're looking for opportunities to be unique, to distinguish ourselves from our competitors. One of the best ways that a PR person can get coverage for a client, especially a small client with an innovative product, is by giving us stories before giving the stories to our competitors, so the stories appear online or in print in InternetWeek before they appear online or in print in competing pubs.