Most good news stories have at least two to three of the following qualities. To ensure strong news coverage of a particular announcement, work with your client to identify and develop the following components.
When drafting press releases, pitches, or developing potential media angles, make sure these elements come through clearly.
- Timeliness: stories grow old quickly. News is like a baked good; it must be fresh.
- Proximity: a toxic waste dump in Russia is mildly interesting. A toxic waste dump in your neighborhood is major news.
- Impact or consequence: why does this matter? Will this information change lives? Does it pass the “so what?” test?
- Novelty or rarity: what is unusual? Consider the difference between “dog bites man” vs. “man bites dog.”
- Conflict: All good stories need conflict and the promise of resolution.Human interest: people identify with people.
- Prominence: There’s a difference between Bob from Nebraska and the U.S. President doing the exact same action.