It all comes down to one basic principle: news is what news editors think it is. They are the gatekeepers.
Their job is to know what will interest the public. Then, choosing from all the stories available to them, they decide what will make up those TV and radio news shows, or the articles that will appear in newspapers and magazines.
To get noticed, proposals for stories must be newsworthy, as defined by a news editor, or by a reporter who may have to ‘sell’ the idea to a news editor.
Watching the local media is the best way to learn this. Document and analyze not just what news stories are covered, but also how they are covered. That is, get to know how different media approach the stories they air or publish.
Preparing News Releases
Use this knowledge to prepare news releases. They are the best way to deliver key facts for a potential news story to a news editor or reporter. Don’t try to write the news story for them.
Start news releases with a brief one-sentence summary written in a way that will catch the attention of the news editor or reporter. Adopt their approach. That is, most media coverage begins with a tight focus on one aspect of a broader news story. This is often called a ‘news peg’. The focus, or lead, will vary according to the type of media, but in all cases it is designed to capture the attention of readers, listeners and viewers.
Be Brief
Keep the news release to one page. Editors and reporters are busy people. Use brevity to help catch their attention, but include enough content to help them understand how the proposed story might work for them. Always provide contact names and numbers.
