 |
||
|
||
|
||
|
||
|
||
|
||
What Makes News? May 8, 2003 "Cherish forever what makes you unique, 'cuz you're really a yawn if it goes." - Bette Midler What makes news? Surprisingly, there is a big difference between newsworthiness and news. For instance, how often do you read about the tremendous impact classroom size has on the quality of our public education system? How much attention does the media pay to our crumbling national infrastructure, even though this issue is critical for our country's well being? Both stories are incredibly newsworthy, but they rarely appear in the news. Reporters, like most people, are drawn to the unusual. Contrary to what you might expect, the unusual story doesn't have to be inherently newsworthy; rather, it just needs to be something new and different. This week, a police officer in Israel responded to complaints about excessive noise. He arrived on the scene to discover an apartment where people were laughing so loudly that nobody responded to the doorbell. Annoyed, he pushed open the door and a group of young women tore off his shirt. Bewildered, he pulled out his badge and told them to stop. The women, who thought his reluctance was part of their bachelorette party strip tease, laughed and continued to tug at his uniform. The policeman was reportedly only able to extricate himself when his partner called for reinforcements. A typical bachelorette party would never gain international exposure. But, a raucous one in Israel is a bit more unusual. When you add the element of the policeman who is stripped and must call for help, all of sudden you have a story that is both new and different. Within 24 hours, this piece appeared in hundreds of media outlets around the world including NPR, CNN, ABC, BBC, The New York Times, and United Press International. To get your story in the press, you don't have to stage a raucous bachelorette party. Instead, pay attention to what everyone else in your niche is doing and do something else. There are many paths to presenting your story as something new or different. Some possibilities you might consider are visual elements, connections to current events, humor, shock, and drama. The owner of a restaurant in Berkeley wanted to get attention for his establishment but wasn't sure how to do this aside from getting reviews. To increase his local awareness, we took advantage of a timely news hook. Since the mayor's race was in full swing, we conducted a weekly pizza poll to track voter preferences in the upcoming election. Diners were asked to order one of the favorite pizzas using the name of their preferred mayoral candidate. The pizzas were identical but we told the press that the way people ordered would be a good gauge of support for each candidate. Sounds a bit far-fetched? Perhaps. But, the media loved it, and our client landed prominent coverage in local newspapers and television. Pizza sales jumped dramatically - especially to the campaign workers for both candidates. Many people stopped into the restaurant for the first time. A mayoral debate at the restaurant had one of the highest turnouts for any debate during the campaign season. In short, a simple idea got great results because it was innovative. When you start analyzing the news, you'll be amazed at how many stories get covered for presenting something in a new or different fashion. Communicate what separates your story from the pack and the media will clamor for you.
Home
| About Us | Products
& Services | Seminars & Events|
Resources | Contact
Us |
