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Help Reporters to See the News in Your Story
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At the core of PR Rainmaking is the question: "What makes a
story newsworthy?" If we cannot answer this question, then we
have nothing to guide us in the selection of story ideas.
At first, the concept of "newsworthiness" may appear both
abstract and subjective. Fortunately, in the century since
Joseph Pulitzer began to define journalism as we know it today,
patterns have emerged in how the news media define
"newsworthiness."
We may disagree with these patterns. We may find them trivial,
irrational and even offensive. But they exist nonetheless and we
ignore them at our peril.
These patterns fall into three basic categories: identification,
significance and fascination. The more of these patterns that
appear in your story, the more likely the media are to recognize
your story as newsworthy.
1. Identification: Will the public you are targeting recognize
at least one major element of your story? (Now the word "public"
will change meaning with context. For example, "ABC World News
Tonight" targets a very broad general public, while "Field &
Stream" targets a very narrowly defined public.)
a. Awareness: Does the public possess a basic understanding of
the issue around which your story revolves?
b. Celebrity: Does the public recognize the spokesperson
delivers your message?
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is rising or peaking?
d. Proximity: What is the geographical reach of your story?
Exactly whom does it affect in an immediate, tangible way?
2. Significance: Does your story's central issue threaten to
have a real effect on the public?
a. Conflict: Does your story feature a struggle between two or
more easily defined groups?
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b. Impact: Will the central issue of your story change the
public in any measurable way?
c. Immediacy: Is your issue timely? Is it happening now?
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3. Fascination: Will your story appeal to the public at a primal
level? In other words, is your story interesting?
a. Drama: Does your story offer the trappings of dramatic works,
such as plot, characters, suspense, setting and the like?
b. Human interest: Can the public relate to the characters in
your news story?
c. Emotion: Will your story touch the public's heart?
d. Images: Will your story naturally supply or suggest powerful
video, photos or other graphics that will help tell the story?
(This is especially important for TV, but is equally important
for print if you want to receive a primary position in a
newspaper or magazine.)
e. Myth: Does your story tap into the stereotypes of the mass
media? For example, the powerbroker, the underdog, the
workaholic, the iconoclast, the eccentric, the selfless advocate
and so on.
f. Surprise: Does your story offer an unexpected twist? For
example, "man bites dog." PR Rainmakers look for these patterns
in the stories they sell to the news media. If the patterns
don't emerge naturally, then PR Rainmakers search for ways to
inject the patterns into their stories.
Without the patterns of newsworthiness, the media simply will
not recognize your story as news.
About the author:
Rusty Cawley is a 20-year veteran journalist who now coaches
executives, entrepreneurs and professionals on using the news
media to attract customers and to advance ideas. For your free
copy of the new PDF ebook PR Rainmaker, visit
www.prrainmaker.com.
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