To my way of thinking great news stories have eight features in common:
- The story is universal. You might think it’s incredibly interesting but is it relevant to others, particularly those who read, listen to or watch the media outlet.
- Good news stories are more than just important; they’re topical. 6,500 people dying by suicide each year is important but it’s just as relevant tomorrow as it is today.
- People are interested in people. Great stories have people at the heart; we can immediately see who’s affected and why.
- The story says something. I know you’re ‘delighted’ Jane Smith has joined the business but how will her skills help you transform it? What’s the difference she can make?
- There’s a narrative, a story, not just a bunch of facts and bits of information. ‘The management team grabbed with both hands the opportunities for growth presented by collaboration with an international partner’ not ‘turnover grew by xx% year on year’.
- There’s no nonsense. Nothing is ‘further enhanced’ and there are no ‘unique, bespoke solutions’.
- Language is straightforward, not ‘pseudo-intellectual’. Growth is quick not exponential.
- And finally, but importantly, it’s brought to life by great pictures.
Get in touch if you want some help crafting effective news stories.
[Image courtesy of Shutterstock.]