Newsworthy or snooze-worthy: seven ways to make your stories stand out

WRITTEN BY CHELSIE FISHER

Ever wondered what exactly it is that makes a story newsworthy- worthy of being picked up by a journalist? Well, there is a formula of elements that are key to attracting the attention of the media.

Here are seven of our favourite elements to consider when assembling the building blocks of your next pitch:

Timeliness

They don’t say hot off the press for no reason – no one wants a story that’s gone cold! Time is of the essence in the media world. Journalists move fast and the media agenda is forever changing and evolving based on current affairs.

A classic example of this is newsjacking – a strategy that coordinates the brand’s story to match the current news agenda in the hope of gaining media exposure. However, this is not always a predictable strategy - breaking news can flip the media agenda meaning brands need to act fast.

Impact or Consequence 

Does your story pass the “so what?” test?

The impact is determined by how relevant the story is to the target audience. To put it simply, does the story have the capacity to change the lives of your target audience?

For example, Covid-19 saw the rise of health communication campaigns targeting a range of demographics to protect themselves, loved ones and other vulnerable members of the community.

Proximity

Proximity considers the impact on your audience – this is what makes a homegrown story so newsworthy.

A groovy new bar opens on the other side of the country – that’s cool, I guess… but what about a new bar in your suburb – now we’re talking!

Conflict

Every good story has a plot – a bit of dramatic quality keeps the audience on the edge of their seat.

Controversy keeps the plot thick– scandals, mixed opinions and fights will make you want to pick a side.  

Human Interest

The aim of the game is to pull at the heartstring of the audience – grab your tissues, this one’s a tear-jerker.

A story with human interest at its core wants to evoke an emotional response from the reader, hoping they will sympathise or empathise with the person or problem at hand.

Novelty

Does the story have an element of surprise or an unusual twist? Dog bites boy – booooringgg, but boy bites dog – now I’ve got your attention.

Novelty keeps things interesting for the reader, making them do a double take at the news headline.

Prominence

A well-known person, place or event presents a stronger news angle than a story about someone who lacks status or authority.

Gossip travels fast and people tend to be more interested in the lives of celebrities than your average Joe Blow from down the road.

Understanding the media ecosystem is key to leveraging your PR strategy, and ensuring your content is newsworthy. If you want exposure to a range of media outlets and need someone on your side to keep an ear out for opportunities that may suit your talent – head to the link below to join The Leverage List – the membership that gives you access to education, events and exclusive access to team Leverage.

https://www.leveragemedia.com.au/membership