Human beings make an emotional connection to a compelling story. The media couldn’t survive without them. But what you think might be a story worthy of coverage may not be.
Nick Clarke, the late presenter of BBC Radio Four’s The World at One, described news as a “disruption of the norm.”
In other words, trains that run on time, dogs biting men, working hospitals and good schools aren’t news. Normal life isn’t news.
That shouldn’t put you off. The media needs content – stories – and it needs people.
As someone who has spent his life as a journalist and broadcaster I recommend that you consider the following:
1) 24-hour news needs content and people. We have MediaCityUK, the biggest media hub outside of London, home to BBC Breakfast and Five live, on our doorstep. Use it!
2) Stories need compelling characters – in television they are called case studies. Put simply, it’s someone who illustrates the issue being discussed. Whether it’s eating seven pieces of fruit and veg a day, or schemes to help young offenders reintegrate back into society. They need people who are relevant. Your story has to have them.
3) Plan ahead. Know what is happening. Be aware of the news and events that are coming up. Locally and nationally. For example, there may be a big report coming out about an issue where you have some expertise. You could contact media outlets and offer someone from your company as an expert to discuss it. Be proactive!
4) Relevance. Why is your story relevant? Who would be interested and why? If you can’t answer those questions then why would anybody else be interested?
5) News isn’t free advertising. There has to be context to the story. Don’t expect the chance to plug your product. It doesn’t work like that.
6) What’s news to you isn’t necessarily news to others. A minor achievement within your business, is still an achievement to be proud of. Just don’t expect it to travel any further.
7) Know the output. BBC Radio Four’s flagship Today programme covers news, so does Channel Four News. But they do it in different ways. BBC1 Inside Out is a current affairs programme. But it also covers items about history, events and interesting people. Target your story at the programme it fits.
8) TV needs pictures. The more dramatic and interesting, the better. Yep. It’s straight from the Basil Fawlty school of ‘stating the bleeding obvious’ but it’s true. People sitting behind computer terminals don’t make interesting pictures. The anti-fracking protests do.
9) Publicise yourselves. Everyone is a contributor nowadays. User-generated content is changing the face of news. If you have a story that reflects something positive about your business then put it out yourself. Only there is a proviso. Get it filmed professionally – nothing looks worse than a poorly shot film that you can’t hear. Put it on YouTube or Vimeo and send the link to clients. It shows you are out there, busy and relevant.
10) Find out who the people are who make the programmes, the editors and reporters, and follow them on social media. You often see programme makers using Twitter asking for help with stories.
Guest blog by ANDY JOHNSON
Andy Johnson runs his own media consultancy after 17 years as a presenter and reporter with BBC television. Andy presented live from London 2012 and hosted the award-winning BBC1 current affairs programme Inside Out for five years. He now provides media coaching and training, hosts events and produces the video coverage, and makes online videos. E-mail: info@andyjohnson.tv
You can tweet us @reformcreative
Or drop us a line on Facebook /reformcreative
Follow us on Linked In
www.reformcreative.co.uk | 0161 236 0054
An award-winning designer who has had work published in the most coveted D&AD annual. Educated to degree level with a BA (hons) in Design. Paul has 20 years in the design industry. Paul brings with…
Post articles and opinions on Manchester Professionals
to attract new clients and referrals. Feature in newsletters.
Join for free today and upload your articles for new contacts to read and enquire further.
