Want to get inside the mind of a reporter or an assignment editor? Want to learn the secret sauce that drives much of how they do their jobs?
It's really simple. Yet, it's far from easy. The key to getting the media to cover your story is to be both relevant and personal.
Relevant means to affect as many of their readers, listeners or viewers as possible. It must have wide ranging appeal. Personal means to connect your story to real people. Give it a name and a face. Better yet if you can actually quote a real person.
The post "3 PR lessons from Bill Clinton" at Ragan's prdaily.com offers good insight into general public relations and message development. For example, writer Mike Kennerknecht suggests the former President emphasized trend lines over headlines. The headlines can be deceptive, and journalists today are looking for important trends for their stories. Help them with the right content and you will often be in a better position to control the message.
Two other points involve empathy and confidence. Read the full post here.
The late management guru Peter Drucker once said, "The best way to predict the future is to create it."
That's a tremendous challenge in a world of increasing uncertainty and relentless change. How many of us feel we can create our own future much less keep up with the present?
However, if you consider that news about your company or organization is part of your reality in the coming year, then why not create some news the way your would want it presented?