Early in my TV career, a ... from the Magid Company, the people who ... invented TV news ... told me ... that helped me ... through the ... are no dull stori
Early in my TV career, a consultant from the Magid Company, the people who practically invented TV news research, told me something that helped me enormously through the years.
'There are no dull stories,' she said. 'Just dull approaches to interesting stories.'
It's true. And it's critical to remember if you want to get
free publicity from any working journalist in any medium.
All journalists want information that's 'newsworthy.' But just how do you 'make' a story newsworthy?
Here's an example.
One of my customers, James Wilson, recently sent me a draft
of a press release he'd written and asked me to critique it
for him.
He was hoping to generate some media interest in a
report he'd authored about writing copy for newspaper ads.
He said he wanted to strengthen the lead sentence in the
body of the copy, which read something like:
'Newspaper ads can be a powerful and productive part of
anyone's marketing campaign...'
That's definitely true, I pointed out...but it has ALWAYS
been true. An editor would be likely to ask, 'What's new
about that?'
Reporters, producers and editors are always looking for
'news value' in a press release. To get a positive
response, your release has to say 'I've got news
for you!'
So I suggested a slightly different approach.
Here's the revision I sent back to him:
(Headline) It all 'Ads' Up--Newspaper Classifieds Are Back
(Subheadline) Whether you're selling jewelry or jalopies,
classifieds are a potent promotional vehicle for small
business -- but only if they've got the 'write stuff.'
(Body) In the dash to board what looked like the 'new
economy' gravy train a few years ago, millions of business
owners switched advertising dollars away from traditional
ads in newspapers.
'A lot of them now wish they hadn't,' according to business
expert James Wilson.
'While many internet advertising initiatives never delivered
on expectations,' Wilson adds, 'the old tried-and-true
newspaper ad still seems to provide a good return on
investment.'
'But,' he continues, 'You've got to make sure the ad is well
written. Advertising budgets have become so stretched, you
can't afford sloppy copy that doesn't get the results you
need.' (end of revised release)
Now the copy is hitting a news 'hot button.'
'Hot buttons' are certain universal themes, story lines,
hooks, tie-ins and angles that make something 'newsworthy.'
There are dozens of them. Controversy, record-breakers,
milestones, celebrities, human interest stories, scandal,
conspiracy, government malfeasance, etc.
I call the hot button in this particular case 'myth-
busting.'
Myth-busting occurs when evidence surfaces disputing
conventional wisdom or accepted patterns of thought.
What's the myth in this case?
The idea that the internet is going to make newspaper ads
obsolete.
The report James wrote 'busts' that myth.
Editors, reporters, and producers love to bust myths. It's
a big hot button.
So when you're composing a release, remember--you have to
find a way to connect your release to a hot button.
Without it...your press release will never 'make the news.'
Instead, it will become 'history.'
Liver Cancer Bucks the Trend: Death Rates Are on the Rise
The number of cases for many forms of cancer has been on the decline in recent years. But liver cancer death rates are on the rise, and the causes seem fairly clear. It's not only what we eat and drink--it's how much.Add Humor To Your Speech Without Telling Jokes
One of the biggest mistakes inexperienced public speakers make is trying to win an audience's approval by telling a joke. It's unnecessary, and might even be counterproductive. There are better ways to add humor to a speech.A Little Stage Fright Will Make Your Speech Even Better
If you're worried about having to make a speech soon and you've got a case of stage fright, remember Franklin D. Roosevelt's famous statement "The only thing we have to fear is fear itself." In the case of stage fright, you really don't even need to fear the fear. In fact, a little nervousness is actually good for you.