The internet is full of news and it can literally can come from every corner nowadays. We receive news even when we don’t consciously seek it. Especially while we’re scrolling through our feed and focussing on corgis stumbling as they run… you know, the important things…and then boom, there’s a news piece about yet another energy price hike. You know the struggle, right?
With the information overload, the public has a shorter attention span than ever and they want instant answers. So, in such a crowded content market, how can you get your story across the line with a journalist?
Here are our top 7 things that media look for in a good story:
- News must be new, educational, wacky (even just a little.. or a lot) and sensational
If there’s something the audience can learn, teach them something in bite sized chunks (kinda like I’m doing for you right now!) so that your story can provide value to the journalist’s audience. Tips and tricks are always a great way to inform an audience.
We are all guilty of reading news that is unusual. If the dog bites a man, no one will read ir. But if the man bites a dog, all eyes are on it. Weird or even light-hearted stories are highly encouraged.
Sensational news make headlines and front pages for a reason – it makes people talk. If you can create something shocking and exciting, you’ll be good to go.
- Hook ‘em in
In addition to sensationalism, make sure to have your hook. Since its best to capture the audience as soon as possible. Try to hook ‘em in from the headline and the opening line of your story.
Think of it as selling a story from the very first glance.
- Know your audience
This may be a bit easier, but always serves as a good reminder. Once you know who your consumers are, you can focus on what you offer in combination with your demographic’s current interests and needs.
- It’s NOT an advertising opportunity
We want to increase brand awareness and seek attention and recognition instead of selling services or products. Let’s keep the advertising to the advertisers.
Take this opportunity to stand out in people’s minds, such as getting people to recognize your brand’s name and have them correctly associate it with your business and product. Aim to retain your brand in people’s subconsciousness. While they may have never used your offering, they will instantly think of you once they need it.
- It must be credible
Credibility is important in any situation. It promoted authenticity and long term engagement.
To achieve this, ensure that all the information you provide is from a trustworthy source and always fact check.
Leverage relevant experts from your company and try to use a quote from your company’s CEO, spokesperson or an industry specialist to showcase credible thought leadership.
- Including case studies helps to tell a story authentically
Case studies are a good way to bring your message to life, which helps people easily relate to your brand. These also depict personal experiences and help the audience to empathize.
- Statistics = Newsworthiness
Data can be interpreted into statistics that can be easily visualised and promote thought-provoking conversations and public opinion. People like to compare and share their opinion with what others think, as part of general social debate. Once people feel like they can relate or have something to disagree with, you will be sure to gain engagement with your story.
Graphs and infographics that can show huge contrasts can make an additional impact in conjunction with the copy. They are also a great way to give the eyes a break from chunks of heavy wording.
Intern Agent Jesa