Media Relations: Making Your Story More Newsworthy

During my career as the head of media relations for the world's second largest environmental group, I regularly heard a common refrain from the scientists who so desperately wanted press attention for their projects. "But my project is so important," they'd say, expecting that was enough to crack the evening news.

The truth is, there is often a big difference between what journalists consider "important" and what they consider "newsworthy." When pitching a story to reporters, make sure it has both elements. An "important" story without a timely "news peg" is unlikely to get much coverage.

For example, roughly 35 million people in sub-Saharan Africa are infected with HIV, the virus that causes AIDS. The magnitude of the health crisis on that continent cannot be overstated, and no news editor would likely dub the story unimportant.

But why would that story be on the evening news today? The crisis is as bad today as it was yesterday, and it will likely be just as bad tomorrow as it is today. In order for it to make news again, something has to happen to advance the story.

For example, if the American president announced a new, $1.5 billion aid package designed to help African children orphaned by parents with AIDS, that is news. Suddenly, the magnitude of the crisis finds its way back onto the front pages and into the lead segments of news broadcasts.

How can you make a story more newsworthy? Here are three ideas you can use for your story ? the more of these you can use, the more likely you'll be to receive press coverage.

1) Announce Something New -- Since the word "news" contains the word "new," it's always a good idea to announce something that's never been announced before. Perhaps it's a new product, a new piece of research, a new piece of legislation, etc.

2) Contains an Extreme -- Reporters love anything that represents the first, last, best, worst, biggest, smallest, greatest, etc. If you are releasing the first report of its kind, say so. If your new product is the smallest microwave oven ever produced, put it in the headline.

3) Counterintuitive is Good -- Reporters love stories that make the reader do a double take and say, "What did that say?" If your story runs counter to everything we think we know, it's going to get noticed. For example, if new research concludes that dumping toxic waste in a pond actually helps the fish population, the press will be on the phone with you almost instantly.

Brad Phillips is the founder and president of Phillips Media Relations (http://www.PhillipsMediaRelations.com). He was formerly a journalist for ABC News and CNN, and also headed the media relations department for the second largest environmental group in the world.

---

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More

PR Secrets for Small Business

Most small businesses do little to no public relations (PR)... Read More

Permanent Press: Using Press Releases to Keep Your Company in the News

When is your best advertisement not an advertisement? When it's... Read More

Inoculate Yourself Against Bad PR

What is bad PR?Well, if you're a business, non-profit or... Read More

Marketing-Minded Financial Planners Piggyback on Topic A to Get Free Publicity

That big story the media pursue each day is what... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

Rise of the Creative Class

The fast changing dynamics of the world economy is forcing... Read More

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviors peculiar... Read More

Cross Cultural Communication & PR

The Public Relations (PR) industry is responsible for creating and... Read More

PR and the Small Matter of Results

As a business, non-profit and association manager, how satisfied are... Read More

How To Get An Avalanche Of Free Publicity For Your Home Business!

There are many ways you can get tons of free... Read More

Managers Need Basic PR

True, because department, division or subsidiary managers for a business,... Read More

Managers: Can We Agree on This?

Your public relations effort really should involve more than press... Read More

Sound Like Your Situation?

What a shame! Potentially productive public relations people resting on... Read More

Press Release, An Alternative For Paid Advertisement. Step 1

What's a press release? This is generally a one page... Read More

Media Training: Three Reasons to (Almost) Always Stay On-The-Record

The words are pop culture heroes.Movies such as "The Insider,"... Read More

Why PR is a Vital Force

Because it can alter individual perception and lead to changed... Read More

Advertising and Community Relations -- Get the Best of Both Worlds

Have you ever noticed that in communities without big universities,... Read More

Perception Persuasion Behavior: PR at Work

Managers ? the business, non-profit and association sort ? really... Read More

Turn Your Business? New Year Resolutions in PR Revolutions

As eyes look forward to a new business year, many... Read More

10 Ways to Get the Media to Love You

So you've put yourself "out there" with a public relations... Read More

Publicity Performance Not Enough?

Even after a nice piece in a national publication, or... Read More

Do You Really Need PR?

The right kind of PR, that is, the kind that... Read More

Media Training: How to Avoid Being Misquoted

I often begin my media training sessions by asking members... Read More

How to Get PR

There is a process for successfully getting publicity about your... Read More

Write Press Releases That Dazzle

When a reporter is wowed, intrigued, surprised or captivated by... Read More

Public Relations

The wind of changes...The digital world has changed the form... Read More

Grandma Says...

Southern grandmothers have often said, "there are only three... Read More

How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

How to write a press release is a major challenge... Read More

A New Idea For Venture Capitalists

Obviously, it hurts when a promising business project you backed... Read More

Using the Media - Five Reasons Why

The media has the power to shape public opinion and... Read More

Writing a Press Release: The Medias Dirty Secret

There's a dirty little secret about press releases that the... Read More

Imagine PR Like This Helping You

As the kids say, how cool is this?You're a business,... Read More