Key Takeaways
- Journalists are looking for stories that are timely, relevant, and meaningful to their audience.
- Newsworthiness is what separates a strong media pitch from one that gets ignored.
- The strongest stories often include one or more key elements, timeliness, proximity, prominence, conflict, human interest, or unusualness.
- A good PR strategy is not just about sharing information, it is about finding the right angle and shaping the story in a way that makes people care.
- Every story may not check all six boxes, but evaluating the narrative through these criteria improves the chance of earning media attention.
- In a crowded media landscape, the right hook, audience, and timing are essential to getting a story heard.
Journalists receive hundreds of pitches each day. If you’ve ever wondered why some stories are picked up while others flop, it’s by and large due to its newsworthiness. To generate interest, you need to understand what makes editors, reporters, and, most importantly, your target audience genuinely care about the story you are trying to tell.
As your public relations partner, it’s our job to help you identify and shape a narrative that captures the attention of the media and the public. To achieve this, we’ll evaluate the story against six key elements:
1. Timeliness
In the 24-hour news cycle, a story’s value can expire before noon. Journalists and reporters look for immediacy and relevance, constantly seeking stories that are happening now or are directly tied to the current news cycle, trending topics, or breaking events.
2. Proximity
We’re all concerned with events that directly impact our daily lives or those that are geographically relevant to our communities. News that affects local economies, policy, safety, etc., will almost always be prioritized over an event occurring outside the circulation areas.
3. Prominence
Narratives involving well-known, influential, or respected organizations, brands, or individuals typically generate more attention. Something that isn’t typically newsworthy but includes a well-recognized name has strong potential.
4. Conflict & Controversy
Stories that highlight opposing viewpoints, legal disputes, or similar generate drama, emotion, and public interest. This kind of friction creates strong emotions and drives public interest, making the content more likely to be consumed and shared.
5. Human Interest
Like conflict & controversy, human interest angles resonate with the audience. However, human-interest stories are usually ones people can relate to or that invoke empathy, pride, or a feeling of shared human experiences.
6. Unusualness
Unique, first-of-its-kind, or unexpected news always stands out. If there is something unique, share it!
While every story might not encompass all six elements, we assess each against these determinants to build a PR campaign that will improve your chance of receiving significant media attention.
Today’s media landscape requires careful positioning to stand out against the noise. That’s why ensuring you’re pitching with the right angle to the appropriate audience is so important. Your story deserves to be heard but needs the right ‘hook’ to get there.
