Reporters write
for their audiences and readers, not for people who want to promote
something. Refining and communicating your news angle are of utmost
importance. In your field of expertise, many interesting things happen
that you may not consider to be news, but others do.
1—Sometimes,
a photo is your story
The newspaper may not have space to write about a group of Russian
customers visiting your plant, but they may have space for a photo.
Always keep photo opportunities in mind.
2—Many newsworthy
stories have similar themes:
-
A change is
occurring that will have a big impact. It has not been widely
reported.
-
People face a
challenge and are working on unique solutions.
-
A success is
achieved amid unusual circumstances or after overcoming major
obstacles.
-
Someone is doing
something that hasn’t been done the same way before.
-
Plans are being
made for something that will affect a large or unique group of people.
-
There are new
and different opinions and approaches to an issue that others care
about.
-
Local people
know about or are doing something that is related to national or
international news.
-
People are
peculiar, brilliant, fascinating, passionate, compassionate, driven,
innovative, risk-taskers ... the list goes on.
3—News must meet the “What’s in it for me?” test
Even if what’s in it for the reader is simply that the story
is interesting. A news story must have something unique to tell.
-
Who:
The most important thing about your story may be the person or
persons. Your TV station will be at the ribbon-cutting if the
president of the United States cuts the ribbon—or even the vice
president.
-
What:
When someone does something that everyone does in a different, more
effective, or quirky way it’s a story, especially if it affects the
public or businesses. Is your new product used by zoos? Or—perhaps a
brand-new trend has taken off, or there is a glut or a shortage.
-
When:
Match the timing of your story with what’s on people’s minds now. Or,
give the timing a twist: A new riding lawnmower also plows sidewalks.
-
Where:
Does your company supply the military—in Iraq? The farther news
reaches, the more newsworthy it can be (the reverse is also true—news
needs to hit home).
-
How:
People with news to tell may overlook the obvious. Will your
company’s new drug be tested in space? Was your school district able
to save a large amount of money by making a technology change? How,
literally, will something be accomplished?
-
Why:
Readers/listeners/viewers want to know why something is being done.
In other words, why do people care about the story? Will it make a
difference—perhaps help the disabled or elderly, save a large sum of
money, create new jobs?
Consider
categorizing your story and finding the reporter who covers that “beat”:
health care, technology, construction, manufacturing, education,
printing, government, banking & finance, agriculture, nonprofits &
social services, the environment, mergers & acquisitions, personal
finance, consulting, small and family businesses, fraud, regulations,
currency & exchange rates … . Each of these sectors is unique, and some
have similar issues. For example, interest rates and taxes affect
nearly every organization.
4—Before calling
the reporter, organize your thoughts
-
What is the
biggest concern regarding this issue? (What’s on your constituents’
minds: suppliers, consumers, students, clients …)
-
How is that
interest being met? (What can you help people learn, understand, or
do that they didn’t know before?)
-
Who,
specifically, can help address this topic? (Have additional names and
contact information for any other story sources at hand.)
5—Good luck and get
going!
WICPA staff can
help you walk through your story angle, but you need to contact the local
media yourself if you want your story to be considered. You have far
more credibility than public relations staff in Brookfield, in the eyes
of the reporter. If you need more assistance, please contact Mary
Murray at
mary@wicpa.org.
Remember Appeal first to the interests of
the audience, and the reporter will be interested.
