what makes a news story

What makes the news?

Technology has changed the way readers consume stories…

…and the companies who keep up with demand will be the ones

that profit

Media now broadcasts, prints, and engages online

There is insatiable consumer demand for rolling news

Help! How do I keep up with demand?

It’s easy! Follow this easy, 5 step plan:

1. Time it right

3. Make it pass the “So What?” test

4. Prove it is true

5. Make it shareable

2. Be more….prepared

1. Timing – it’s everything

Is it new?

“News” moves fast:

readers want real-time

updates

Release your news as soon as it happens – it’s more relevant that way

Does it clash with a big event? (an

election, the inauguration, an earnings

announcement, war in the Middle East,

a new iPhone release, a royal baby….?

If it does, the other story is taking up both the journalist’s time and space in the

paper. Time your story so it doesn’t clash with another one

Does it relate to the current news agenda?

I.e. – is the topic already being written about?

If it’s already being written about, it’s because the media believe there is a public

interest in the story. And that means they want to write more about it. Give them

the content to do that.

There are times when the media are just hunting for a story!

August, Christmas and public holidays - when most governments are taking breaks – are perfect

times to get more bang for your buck

Avoid: Major election day results, earnings announcement days and times

when media are at industry conferences

Try and time it with a current trend/media appetite for the topic

Bottom line: better timed the news, the more relevant it will be – and the

more audiences you will reach through it

2. Be more…prepared

Sometimes, you’ll be pitching a story that is completely your own

But other times, you will be offering a quote or byline commenting on another story in the news

Journalists need this comment the day the news hits

This is because they need to update their online stories with new information or insights

And they will take this information from whoever sends them the good stuff first!

By pre-drafting the bulk of the material, you can get to journalist inboxes quick

Press releases, reactive statements and quotes can all be drafted and then tweaked if needed

It’s win-win: they update their websites with new insight, and because you were so quick off the mark,

your voice is the one heard by the audience!

3. Does it pass the “So What?” test?

What is the “So What?” test?

Tell the story to a friend or

colleague. If it makes their

face look like this, you’ve

passed the “So What?” test!

So how do you swot up for the “So What?” test?

You want to avoid these faces as you’re taking the “So What?” test:

Is it in the public interest?

Ask yourself - what does my story

mean for Joe Bloggs?

If you can tie it back to the wider political, social or economic agenda – it’s a news story

If only you and your company are

interested in it – it’s not

interesting for the public

Make the story different: if it’s already

been reported, it’s not “news”

Don’t stray from the facts: But the more

“out of the box” your viewpoint, the more

likely it is to grab a headline

Add some “shock” value

4. Data, data, data

Evidence backs up a story or an idea

Grounding your insights in evidence helps audiences “buy in” to them

Consider creating research or rounding up expert spokespeople

It makes your viewpoint more credible – and influences your audience better

5. Make it shareable

Great stories are those you want to share again and again

So give your readers the tools to share them

Ready-made tweets and Facebook posts, infographics and videos

Are all tools we can create to help share your story online

Even better – YOU get to control the content

It’s easy to apply the five-step plan to content

And it builds better, more reputable brands.

It helps make it….rocket

COPYRIGHT 2014