Articles > Writing for the Media – What Makes News?
When you’re writing a press release it’s important to identify and write about something ‘newsworthy’ that’s happening in your business. Here are some pointers to what journalists are looking for:
Proximity
Where it’s happening. For example: regional newspapers are interested in local news stories. eg: Local business expands, wins award, launches new product etc. National newspapers put ‘home’ news before ‘overseas’ because it’s more relevant to readers.
Immediacy
When it’s happens. News becomes ‘old’ very quickly – especially in the age of Twitter. With online and 24 hour news channels, unfolding news is reported immediately. Monthly publications such as specialist interest magazines are more tolerant because editorial deadlines mean they must work 2 – 3 months in advance all of the time, although many now have their own online versions which carry more immediate news.
Change
What’s different? Core of all news. eg: soft drinks company may launch a new soda but what is different about it? Company take-overs, management buy-outs – something that affects the status quo.
Prominence
Who’s involved? The profile/status of people involved in a news story will dictate the level of prominence it is given. If a boy is caught smoking drugs, it may receive a cursory mention on the inside pages of his local paper. If the town’s mayor is found doing the same thing, it would be unquestionably front page news.
Conflict
Human beings at odds with each other – wars, arguments, rows, debates, disagreements, fights, outbursts, neighbours from hell. The media loves a fight. eg: Green custard thrown at Government minister Peter Mandelson by an environmental activist received widespread coverage from all sections of the media.
Sex
Any aspect of sex, whether it’s titillating, horrifying, informative, absurd or just gratuitous will attract substantial interest. eg: almost all of News of the World and Daily Sport newspapers! ITV’s I’m a Celebrity Get Me Out of Here reality tv show’s ratings took off when Jordan and Peter Andre got hot and steamy with one another.
Suspense
Cliffhangers don’t just belong in TV soap-land, news stories often hinge on them. Eg: – misbehaviour by politicians often result in running stories on whether he or she will resign. Jade Goody’s cancer diagnosis and her early attempts to fight the disease provided opportunities for plenty of ‘will she won’t she survive’ stories.
Consumer Issues
Trends that grab the national interest. Current topics include gardening, cooking, DIY have spawned a raft of TV programmes, magazine features, online sites and newspaper supplements. Pressing issues around the environment and climate change now regularly attract keen interest from the media where once little space or attention was given.
Emotion
Hate, anger, love, resentment, guilt, betrayal, loss, joy, hope – any extreme emotion makes compelling news. Close-up interviews to catch that moment of unbridled emotion are more and more the norm in news reporting.
Oddity/Uniqueness
Like change, this is about focusing on the thing that is out of the ordinary: the first, last, best, worst, longest, shortest, fattest, fastest, ugliest, most beautiful – anything that is extreme or is unusual will be a contender for the news pages. Lists are also very popular, eg the UK’s best top 10 beaches; the 10 worst areas to live; the 5 most popular excuses for being late for work.
Shock/Horror
Tabloid editors are constantly on the look out for stories that have a shock or surprise angle. The Sun and News of The World are especially renowned for their preference for this type of story. The Sun’s Freddie Star Ate My Hamster headline is one of the most infamous.
