Media Relations |
What Makes A Good Media Story?By: Robert F. Abbott 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). HereÕs 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 youÕll 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.
To read another article, click here More communication resources...Want to make your writing more lively, more interesting, and more effective? Robert Abbott shows you three quick and easy techniques for achieving those goals, and as a result, getting better results. You get the techniques, a practice document, and an example document in one concise booklet.
One of my favorite resources on public speaking is a free newsletter that arrives by email -- Tom Antion's Great Speaking. Whether you're an experienced speaker/presenter or you're just getting started, this newsletter will help you.
Effective communication begins with a strategy. A plan and a statement that ensure you put your words into the right framework. How to Craft a Communication Strategy, guides you through the four steps involved in developing a strategy and a statement for the strategy. Want to know more? http://www.effective-communication.com/booklets.htm
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Copyright Robert F. Abbott 1999-2006 |
What do you need to know before you begin writing or designing your newsletter? Find the answers in A Manager's Guide to Newsletters: Communicating for Results, the response-focused newsletter book. It was written by Robert F. Abbott, who wrote most of the communication articles you've seen above.