Create perfect news and catch the attention of your audience through a well-crafted news story
I have previously been asked how to create perfect news. My response was to say that typical news stories have two or more of the following qualities: Impact, topicality, size, impact, human-interest, or an element of the bizarre. However it isn’t as simple as that, and although those components are essential considerations, it’s what you do with them that’s important.
Very rarely will your story have every component mentioned but so long as you have identified a news story that is topical, timely, and relevant, you should have enough information to develop a story fit for distribution.
Creating a news story starts with the headline, often overlooked this small line of copy is THE most important part of the article – it is the part that encourages the reader to continue reading. One simple way to get this right is to ask yourself, “Would this make me read more”.
Once you have deliberated and created your perfect headline the next rule of news is: Important information at the top and least at the bottom.
- The first paragraph should answer Who, What, Where, When, and Why. This presents your message immediately and encourages the reader to continue reading.
- Expand upon your introduction in the second paragraph, maybe even into the third, go into more detail and explain the facts but don’t repeat yourself, the purpose here is to explain.
- Humanize your story and add a comment or comments from a spokesperson who relates to your story; this is a great opportunity to put emotion into your story so use it and make it of value.
- Conclude your story with a bit of background about who you are and what you do. Don’t use it to sell, simply sum up who you are, where you are based and what you do.
Presenting the perfect news story isn’t always as easy as it looks but if you keep it short, to the facts, in simple language – no waffle or jargon, and humanize your message, you’ll have created the perfect news story.
Do let me have your comments on this – have you seen ‘perfect news’?