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Two Questions You Must Answer To Make News
By Rusty Cawley, Thu Dec 8th
When considering whether to write a story, a journalist alwaysbegins with two questions: 1. What’s new? 2. Who cares? The first point is obvious. If something isn’t new, then itcan’t be news. Most folks understand this instinctively.
It is the second point that most people have troubleunderstanding. It isn’t enough for your item to be new. Toqualify as news, your story must appeal to a broad audience. Itmust have significance for other people, and lot of them. For example, consider the Taliban, the former rulers ofAfghanistan. Before the Sept. 11, 2001, attacks on the World Trade Center andthe Pentagon, few news media paid any attention whatsoever tothe Taliban. After Sept. 11 and through the fall of the Afghanregime, the media couldn’t get enough stories about the Taliban. What changed to make this happen? It wasn’t the Taliban. Whatchanged were the media’s attitudes toward the Taliban: 1. What’s new? Terrorists have attacked the United States andthey are being harbored by the in
Afghanistan. 2. Who cares? Virtually everyone. Those two questions pushed the to the forefront of everymainstream newspaper, magazine, TV news program, radio newsprogram and Web news site in the world. This is an extreme example, but it makes the point. If you want a story in the mainstream media, your story ideamust appeal to a well-defined audience. If you want your storyto appear in a trade magazine for nanotech engineers, then yourstory idea must appeal to nanotech engineers. If you want yourstory to appear in a suburban weekly, then your idea must appealto the geographical, provincial interests of that weekly’ssubscribers. The PR Rainmaker knows: If you want the news media to writeabout you or your company, you must clearly and concisely answerthe questions “What’s new?” and “Who cares?” Copyright 2003 by W.O. Cawley Jr. About the author:Rusty Cawley is a 20-year veteran journalist who now coachesexecutives, entrepreneurs and professionals on using the newsmedia to attract customers and to advance ideas. For your freecopy of the hot new ebook “PR Rainmaker,” please visitwww.prrainmaker.com right now.
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