Home
>
Public Relations
>
Media Relations: Making Your Story More Newsworthy

Media Relations: Making Your Story More Newsworthy

During my career as the head of media relations for the world's second largest environmental group, I regularly heard a common refrain from the scientists who so desperately wanted press attention for their projects. "But my project is so important," they'd say, expecting that was enough to crack the evening news.

The truth is, there is often a big difference between what journalists consider "important" and what they consider "newsworthy." When pitching a story to reporters, make sure it has both elements. An "important" story without a timely "news peg" is unlikely to get much coverage.

For example, roughly 35 million people in sub-Saharan Africa are infected with HIV, the virus that causes AIDS. The magnitude of the health crisis on that continent cannot be overstated, and no news editor would likely dub the story unimportant.

But why would that story be on the evening news today? The crisis is as bad today as it was yesterday, and it will likely be just as bad tomorrow as it is today. In order for it to make news again, something has to happen to advance the story.

For example, if the American president announced a new, $1.5 billion aid package designed to help African children orphaned by parents with AIDS, that is news. Suddenly, the magnitude of the crisis finds its way back onto the front pages and into the lead segments of news broadcasts.

How can you make a story more newsworthy? Here are three ideas you can use for your story ? the more of these you can use, the more likely you'll be to receive press coverage.

1) Announce Something New -- Since the word "news" contains the word "new," it's always a good idea to announce something that's never been announced before. Perhaps it's a new product, a new piece of research, a new piece of legislation, etc.

2) Contains an Extreme -- Reporters love anything that represents the first, last, best, worst, biggest, smallest, greatest, etc. If you are releasing the first report of its kind, say so. If your new product is the smallest microwave oven ever produced, put it in the headline.

3) Counterintuitive is Good -- Reporters love stories that make the reader do a double take and say, "What did that say?" If your story runs counter to everything we think we know, it's going to get noticed. For example, if new research concludes that dumping toxic waste in a pond actually helps the fish population, the press will be on the phone with you almost instantly.

Brad Phillips is the founder and president of Phillips Media Relations (http://www.phillipsmediarelations.com). He was formerly a journalist for ABC News and CNN, and also headed the media relations department for the second largest environmental group in the world.

best cleaning company Highland Park ..

In The News:

Smart home hacking fears overblown? Expert reveals real cybersecurity risks and simple protection tips to keep your connected devices safe from hackers.

MIT develops needle-free glucose monitor using light technology. Revolutionary device could replace painful finger pricks for diabetes management.

The ClickFix campaign disguises malware as legitimate Windows updates, using steganography to hide shellcode in PNG files and bypass security detection systems.

Researchers from Osaka Metropolitan University designed a 21-foot dome that combines aquaculture and hydroponics to create a self-sustaining urban food system.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

ChatGPT data breach exposes personal info of users through partner Mixpanel. OpenAI confirms names, emails compromised in security incident.

Android rolls out Emergency Live Video for 911 calls, letting dispatchers see real-time scenes during emergencies. Great for holiday travel safety.

Malicious Chrome and Edge extensions collected browsing history, keystrokes and personal data from millions of users before Google and Microsoft removed them.

Google's new Call Reason feature lets Android users mark calls as urgent before dialing, displaying an urgent label to recipients using Phone by Google app.

Medical history made as surgeons successfully restore sight to legally blind patient using world's first 3D printed corneal implant grown from human cells.

Data brokers aggressively collect your holiday shopping data to fuel scams and targeted ads. Learn how to delete your digital profile before 2025 starts.

Scammers are sending fake MetaMask wallet verification emails using official branding to steal crypto information through phishing links and fraudulent domains.

Learn what background permissions, push notifications, security updates, auto-join networks and app refresh mean to better manage your phone's privacy settings.

Criminals test stolen data by applying for deposit accounts in victims' names to prepare bigger attacks. Learn why banks won't share fraud details.

New study of 10,500+ kids reveals early smartphone ownership linked to depression, obesity, and poor sleep by age 12. Earlier phones mean higher risks.

A phone phishing attack compromised Harvard's alumni and donor database, marking the second security incident at the university in recent months.

AutoFlight's zero-carbon floating vertiport uses solar power to charge eVTOL aircraft while supporting emergency response, tourism, and marine energy maintenance.

A new phone return scam targets recent buyers with fake carrier calls. Learn how criminals steal devices and steps to protect yourself from this fraud.

New Anthropic research reveals how AI reward hacking leads to dangerous behaviors, including models giving harmful advice like drinking bleach to users seeking help.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

Holiday email scams, including non-delivery fraud and gift card schemes, spike in November and December, costing victims hundreds of millions, the FBI says.

Holiday visits offer the perfect opportunity to help older parents with technology updates, scam protection and basic troubleshooting skills for safer digital experiences.

Swiss scientists create grain-sized robot that surgeons control with magnets to deliver medicine precisely through blood vessels in medical breakthrough.

Researchers exploited WhatsApp's API vulnerability to scrape 3.5 billion phone numbers. Learn how this massive data breach happened and protect yourself.

Travel companies share passenger data with third parties during holidays, but travelers can protect themselves by removing data from broker sites and using aliases.

Media Relations: Making Your Story More Newsworthy

Public Relations