What Makes A Good Media Story?

Media relations can be difficult, but also rewarding. And the lessons we learn from working with newspapers, magazines, radio, television, and online publications should increase the effectiveness of all our communication initiatives.

That's because dealing with the media parallels our dealings with other stakeholders. In media relations, the competition to be heard and get a response intensifies. As the old saying about New York goes, "If you can make it here, you can make it anywhere!" So, if you can get the media to pick up your 'story,' you should be able to get other stakeholders to do the same.

To get media attention for your story, you'll need to make it appealing to reporters and editors. One way to do that is to ensure it includes at least one of the four characteristics that make a story attractive to magazines, newspapers, radio, television, and online publications.

These characteristics come out of a chapter on media relations in my book, A Manager's Guide to Newsletters: Communicating for Results. In turn, that was based on 10 years I spent working as a radio news writer and announcer, and subsequent freelance contributions to print and electronic media.

While the details vary from medium to medium, reporters will look for these characteristics in your news release or article: widespread interest, something new, something dramatic, or timeliness.

Widespread interest refers to the degree of relevance for readers, listeners, or viewers. And, that's specific to the audience of individual outlets. For example, a subject may be relevant to listeners at a youth-oriented radio station, but not an adult-oriented station.

Something new refers to unique or previously unknown information, as in conventional news stories. It may also be a new perspective on existing information (which is what most columnists and commentators create).

Dramatic interest: Does an unknown factor somehow grab readers' or listeners' imaginations and not let go? As I'm writing this, a strike by teachers dominates the headlines. And, we ask, "How long will the strike last?" and "Will students be able to complete their school years?" Two questions with inherent drama in them.

Our fourth category, timeliness, kicks in most often around major holidays and important events. Most obviously, stories about the Christmas spirit in December, articles about making and keeping resolutions in January, and gardening stories in spring. Many quick-moving media relations campaigns also connect with high-profile events.

Now, as you can imagine, stories often have overlapping characteristics, so for example, as the teachers' strike goes on, we can expect articles about skipping the traditional spring break holiday so students can catch up. That directly brings in both drama and timeliness. Indirectly, it also increases widespread interest, because others will be affected if spring break is cancelled (think of resort employees, for example).

Here's where the parallel with other communication comes in. If your other communication includes one or more, and preferably more of these characteristics, then it should be more effective. In fact, you might even start by asking yourself which characteristic you'll try to include when you write your next memo.

In summary, by ensuring your story includes at least one of the four characteristics, your media relations initiative is off to a good start. In addition, you'll improve your communication with other stakeholders.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com

---

Its All About The Customers, Baby

If you want to ensure a steady stream of customers... Read More

Lawyers With 2 Hands And Everything Else

I heard this back a few years ago. The boss... Read More

Innovation Management ? Eliciting Dominant Ideas

Creativity can be defined as problem identification and idea generation... Read More

Don?t Get Down ? Manage Up!

"Experience is not what happens to a man; it is... Read More

Managing After Downsizing

So, you survived the downsizing. Your company did something that... Read More

Innovation Management ? Selecting Good Ideas

Creativity can be defined as problem identification and idea generation... Read More

It?s Not All About Cheese: The Missing Component in Employee Development (Part 2)

In part one of this article I told you about... Read More

Take Control of Your Paper in 3 Easy Steps

Do you have piles of paper on your desk. Many... Read More

Online Business Peace of Mind

Is your online business disaster-proof? Online businesses face a unique... Read More

Why I always Keep my Promises

Integrity is very important to me, and I try hard... Read More

MANAGING CRISIS; when you?re too good at it

When you are acclaimed for excellence during times of crisis... Read More

Questions To Ask Employees You Want To Retain

Times of cost cutting and downsizing has dramatically impacted the... Read More

Lack of Operations Manuals Stunting Your Growth?

Lack of Operations Manuals stunting your growth?CONTENTS:1. Do you lack... Read More

The High, High Price of Distrust

A paper manufacturer with over 300 employees once announced that... Read More

Guidelines For Conducting A Good Meeting

Okay, so you've figured out what kind of meeting is... Read More

Basic Management Skills

Recent studies have shown that industrial supervisors are working at... Read More

The Inferno of the Finance Director

Sometimes, I harbour a suspicion that Dante was a Financial... Read More

Managing Motivation

"Without the chance to meaningfully participate in steering one's own... Read More

Managing Yo-Yo Style

Does being managed by others smack more of "Survivor" than... Read More

Management Apathy

I recently received a most interesting phone call.When I answered... Read More

How To Hire Superstars

Can a person's behavior and values really determine if they... Read More

Its a Training Issue!

There's a common phrase used by Organizational Development and Human... Read More

Innovation Management ? some ideas are better than others

Creativity can be defined as problem identification and idea generation... Read More

Problem Solving the Problem Solving Meeting

We go to meetings to share information, to report on... Read More

You Didnt Use Brainstorming to Select Your Measures, Did You?

IntroductionWhen Alex Osborn invented the creativity technique called brainstorming, I... Read More

Innovation Management ? IBM Opens Lid On Its Treasure Chest

IBM, which registered 3248 patents last year, has decided that... Read More

Ten Relationship Traits And Skills For Good Leadership

An important aspect of good leadership is the ability to... Read More

Appraisal Interviews: What To Say & How To Say It

STEPS TOWARDS A GOOD APPRAISAL INTERVIEW:Don't say: "You just don't... Read More

Uncovering the Secrets to Effective Performance Management

In many ways there are no secrets to implementing effective... Read More

Twitch Speed: Reaching Younger Workers Who Think Differently

Every parent, educator, and manager knows that "Nintendo children"--those born... Read More

The Seven Cs: Partnership Danger Signs - The 6th C: Changing Vision

A series of articles exploring the seven critical areas that... Read More

Teamwork Training: Learning to Build a Successful Team

Teamwork is a process that can be experienced outdoors and... Read More

What to Do When Trust is Low

Trust is essential. You can't run a business without it.... Read More