Journalists reject more news stories than they use. This simple guide will help you identify whether your news story is likely to pass their test.
And the same concepts apply when you are writing news for your own website or social media channels. It all comes down to telling the TRUTH.
The Truth Principle of a good news story
T = True
It’s the first rule of thumb that any news story must be true. And for a journalist, that implies two deeper questions. They are, after all, programmed to question what they are being told. So,
What is your evidence? Make sure you provide the data to prove the truth of your story. It does not need to be exhaustive, but make sure you have all the supporting data to hand if asked.
Is there an eyewitness? That means, can you cite an independent person to support your claim. It may be an academic, customer, expert, regulator – getting a good quote from someone outside the organisation is always useful.
R = Relevant
Who cares? If you can define for whom this story is most relevant, then you are pretty close to defining the media you need to tell. Many stories are written from the perspective of the business itself – all a bit self-congratulatory. Which might be very reassuring for an employee newsletter but not relevant to a wider audience. A journalist wants to see how this story affects their readers.
U = Unusual
You must stand out from the crowd. Everyone is aiming for net zero, everyone has a Black Friday sale. And that new customer you’ve won today might be someone else’s tomorrow. Even an investment is not always newsworthy if all you are doing Is catching up with the competition’s technology. What is different about the way you are doing things? Why should the journalist take note?
T = Topical
News is what’s new. Sounds obvious, but there is no point telling a journalist something a month after it’s taken place. And with hourly web updates to media sites, the news cycle is faster than ever before. So, get in early. Preferably alter the journalist before that great thing happens, so they can share in the moment and get their story out right away.
H = Human
We live in a world of augmented reality. This doesn’t mean the human element is less important. On the contrary, how does your story benefit humanity? Will it make people’s lives simpler, healthier, more enjoyable? Is it funny, uplifting, comforting, encouraging? Even if it’s a machine upgrade, make sure you tell it in human terms; emotional benefits are just as important as commercial ones.
Build all elements of the TRUTH principle into your news stories and your PR will have much more chance of success.
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