.: What Makes A Good Media Story?
Category:Home / Technology
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.
Digg del.icio.us Blink Stumble Spurl Reddit Netscape Furl
Article Source: http://www.articles32.com
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
.: New Technology Articles
1). The M777 Lightweight Howitzer Gun Update
This article is about updates to the M777 Lightweight Howitzer Gun.
2). Fiber Optics Security Systems
The world is becoming one global community where it is possible contact with one another through the use computer and the Internet. Keeping in touch with a loved one who is in a far away place or in the other side of the planet, right at the comfort of your home was never thought possible until today.
3). The 45 ACP Hand Gun Is Back
This article is informational about the 45 hand gun.
4). What Does Gatso 2 Mean to UK Motorists
Well, Gatso2 is a network database that promises to be one of the most pervasive surveillance systems in modern times.
5). 3480 Tape Drive And 3490 Tape Drive Solutions; Technology That Stands The Test Of Time
When looking for a tape drive, it can be tempting to dismiss older technologies.
6). Network Attached Storage; NAS Now An Affordable Data Storage Solution For Small Businesses
In the administration of a large business network, data storage solutions can have significant impact on network speed and user satisfaction.
7). Military M1A2 Vs Merkeva And Leopard II Tanks
This article is about the difference between Merkeva, Leopard II and M1A2 Military Tanks.
.: Top Technology Articles
1). Sound Proofing Techniques
Are you frequently disturbed by different sounds entering your room while you are working or sleeping? It is then time for you to take a look into the different sound proofing techniques.
2). Palm Treo: Getting Started With Your New Treo Smartphone
Copyright 2006 Christopher Meinck
Getting Started With a Palm Treo Smartphone
For many, adding a Palm Treo smartphone to their life is an exciting time. Most are coming from a traditional cellphone and the capabilities of a smartphone never seize to amaze. The Palm Treo features a large color LCD screen, full keyboard and software for syncing your personal data with your PC or Mac.
3). An Overview Of The Blackberry
Unless you have spent part of the past few years in a cave or under a rock, you have heard of the Blackberry. However, and with that said, even though you may have heard of the Blackberry, you may now know exactly what a Blackberry is in essence. Therefore, this article has been prepared to provide you with some basic information about the Blackberry.
4). Elevator Action
Elevators are enclosure or platforms that are operated by cables, motors and other equipment or accessories enabling the vertical shaft to go up and down, and transport people, freight or both.
5). Misdiagnosing Narcissism - Asperger's Disorder
(The use of gender pronouns in this article reflects the clinical facts: most narcissists and most Asperger's patients are male.)Asperger's Di
6). VSAT Interception, Monitoring and Logging Infrastructure
Communications Intelligence (COMINT) involving the covert interception of foreign communications has been practiced by almost every advanced nation since international telecommunications became available. COMINT is a large-scale industrial activity providing consumers with intelligence on diplomatic, economic and scientific developments.
The VSAT Interception, Monitoring and Logging system is designed for real time collection and traffic analysis of VSAT Satellite Networks.
7). The Technologies That Run Tracking Devices
Technological tools that are used to observe a specific person’s movements.