What News makes News
News is all around us …
Newsworthy events are all around us. Turning these events into news is a simple matter of identification and delivery. Newsworthy material comes from asking the right questions about situations that occur around us everyday.
To recognise newsworthy information, you must check out the media. Learn how to identify a story, event or outcome that is worth telling other people about. Assess the relevance and timeliness of your news release. However, keep in mind that no amount of flair can pass off insipid copy as remarkable copy.
“… no amount of flair can pass off insipid copy as remarkable copy.”
Review your information. If it is regarding an individual or company achievement, ask what does the achievement demonstrate? If the company is releasing a new product or service, ask what are the top five benefits and for whom? To convey your message, focus on the questions that need answering.
Results or findings of research reflect on either the individual, the company or the competition. What is the result? How does this information affect the world we live in?Employee achievements or the appointment of employees adds value to a company. How the achievement adds value relates directly to how your news release will hold value to its readers.
Presenting positive achievements is an asset to your organisation. Company anniversaries represent longevity and stability. This is an opportunity to build trust. When a record is broken think about how it can be presented positively even though there may be negatives. It is an opportunity to highlight improvements while recognising there was a need to improve (even if it is embarrassing to admit).
Financial forecasts or results, industry trends and change may all have positive and negative aspects that can be examined in a news release.
Sponsorships, mergers, takeovers, partnerships or alliances is good news, but you should emphasise what is unique about this union or change.
A response to public debate must consider how the issue will reflect on the individual or company. It could be interpreted both positively and negatively (think damage control).
Matters of fact might be more easily handled than opinion pieces, but the announcement of conventions and seminars, new company policies or even changes in law, must each be handled with care to maximise their impact and importance.
Other news opportunities?
- celebrity appearances (but remember to maximise interest in your message)
- events or exhibitions,
- launch or promotion,
- growth and expansion,
- new company policies,
- donations.
Every news story contains at least one of the following:
- Timeliness
- Confidentiality
- Novelty
- Romance
- Well-known people
- Sex
- Public interest
- Future
- Conflict
- Money
- Tragedy
- Human interest
- Humour
- Animals
Ask each time. Why do I care? Why should anybody else?