Since news is the newspaper’s backbone, it is obvious that an understanding of what news actually is must be an integral part of the equipment of the public relations counsel. For the public relations counsel must not only supply news—he must create news. This function as the creator of news is even more important than his others.
It has always been interesting to me that a concise, comprehensive definition of news has never been written. What news is, every newspaper man instinctively knows, particularly as it concerns the needs of his own paper. But it is almost as difficult to define news as it is to describe a circular staircase without making corkscrew gestures with one’s hand, or as to define some of the abstruse concepts of the metaphysician, like space or time or reality.
What is news for one newspaper may have no interest whatever, or very little interest, for another newspaper. There are almost as many definitions of news as there are journalists who take the trouble to define it. Certain of the characteristics of news, of course, can be readily seized upon; and definitions of news generally consist of particular emphasis upon one or another of these characteristics. Mr. Given remarks that4 “news was once defined as ‘Fresh information of something that has lately taken place.’...” The author of this definition puts the chief emphasis upon the element of timeliness. Undoubtedly in most news that element must be present. It would not be true, however, to say that it must always be present, nor would it be true to say that everything which is timely is news. Obviously, the well-nigh infinite number of occurrences which take place in daily life throughout the world are timely enough, so far as each of them in its respective environment is concerned; but few of them ever become news.