THE FOUNDATION OF MEDIA RAPPORT

Cornerstone #4: Respect > Newsworthiness

Do you know what make’s news? Well, what you think is news may not be considered news to a reporter or editor. Always be asking yourself, “Does this story idea fit one of the five criteria of newsworthiness?” The five criteria are:

• Timeliness – Is the idea timely in terms of news, but is it also timely in terms of the targeted reporter’s deadline?
• Unusual – Is the idea a unique take on a common/general story? Think about this…if a dog bites a man, that’s not news. If a man bites a dog, that’s news!
• Controversial – Is the idea focused on a hotly debated issue or situation? Does the idea “fly in the face” of traditional thinking?
• Relevant – Is the idea relevant to a majority of the outlet’s audience? If it is, what is unique about the story (do not regurgitate the same opinion on a story that is, or has been, reported already)? Can the story be “localized” for the local media?
• Entertaining – Is the idea focused on a charitable or community event or activity?