Events like news conferences, unveilings, groundbreakings, check presentations and the like are big deals to the people involved in them, but they are usually only marginally newsworthy, if at all, in and of themselves.
In other words, for example, if the project that people are breaking ground for really is a big deal, we don't want to photograph and report on several people holding shovels and lifting up the first scoops of dirt; we want to report and photograph the project work itself.
So, watch the video that goes with this story. It's great creative visual journalism from Jason Plotkin. He goes to a news conference about a project, at which a new sign is to be unveiled, and he tells the story of the guys who have to take the tarp off the sign. The result is great fun -- in no small part because the guys totally played along.
It's a classic example of how to tell a fresh story out of a routine news event.