What makes something news?
In essence, “news” is information that is new – or at least not previously known – and it’s noteworthy or interesting.
So far, so abstract. But don’t think it’s confined to Laura Kuenssberg territory.
To widen it from the six o’clock headlines, in the past I’ve described news as something you’d pass on to a colleague over the kettle back in the days of the workplace. Usually prefaced with “did you hear about?..”
You do this because you believe it’s something they don’t know, and think they’d find it interesting. It’s news.
Proactive news
So why do you want to go to all the effort of finding news and telling stories about your business?
Well, as Oscar Wilde said, the only thing worse than being talked about is not being talked about.
And if you’re being talked about, you might as well make it positive.
By taking a proactive approach in finding your news, you get to choose what you’re talking about.
You can shine a positive light on something people don’t know so much about. Something that adds colour to your business, making it more appealing and more memorable for customers, potential employees, suppliers. Done properly, it builds your brand.
An added bonus is you’re in charge of your own deadlines. You have the time to get the right image, the right quote, the right graphic that add depth and detail to the story.
Interesting
So what do I know about finding news? Well, I worked on a daily newspaper for 10 years and that does give you certain antennae. You keep an open mind, feed your natural curiosity and always ask questions.
The effects on everyone’s lives of things like Covid and Brexit force them onto the news agenda but that’s not to say there aren’t other stories out there to tell.
When I worked on the Press & Journal, we had 11 regional editions of the newspaper with local stories to find and tell every single day.
It’s all about revealing what people find interesting; what they talk about, what they pass on to others.
Two ears, two eyes
My first piece of advice would be to keep your ears open. In much the same way as you tell someone things across the kettle, listen to what you’re being told over that metaphorical kettle.
Keep an open mind. The person may not tell the story in the most riveting way but in finding out more, you could discover that kernel of news.
Then get out there and use your eyes. Speak to people you know. Ask questions.
And when you’re finding your news, think what it shows about your organisation. What does it say about its underlying mission or its values?
Your business cares about customers? Look, there’s an employee going above and beyond in dealing with an order, learning Japanese and eating sushi to connect with a new client.
Big on cutting edge technology? If you can find and explain a process in plain English that your grandmother would understand, you will be worth your weight in gold. Tap into a current topic like vaccines, waste or low carbon, and you’re onto a winner.
You can add depth to your company’s story by counteracting a single perception. Making money is what allows a business to survive, but your efficient and profitable business might benefit from telling the story about the new guinea pig petting scheme that is safeguarding your team’s mental health.
Truth
Now you have your idea, tell it well and turn it into news.
Write your copy in a clear, consistent and engaging way. Give it a simple introduction that hooks the audience in. And keep it simple. You should be able to sum the story up in a single sentence.
Answer all the questions that might pop up in the reader’s mind with hard facts and solid evidence.
Don’t underestimate the power of an image. You have no idea how many stories have been elevated to the front page – or have started trending – on the strength of an image alone.
I do have words of warning as well. Don’t flog a dead horse. Sometimes further investigation shows it’s just not a story, so give in gracefully.
And don’t gild the lily. Honesty and truth are integral parts of being genuine and trustworthy. If we all got to stretch the truth beyond recognition, telling a story would be easy.
If you’ve chosen your story well and told it well, it doesn’t need embellishing.
And if spotting news sounds challenging, it’s definitely a case of the more you do it, the easier it gets. Get out there and get started because practice makes perfect.
Before you know it, you’ll be able to spot a metaphorical kettle moment a mile away.
Hoolet – here to help
- Hoolet runs one-to-one bespoke workshops, designed to give businesses a deeper understanding of what they want to achieve with their communications, how to deliver results and how to measure and report back success.
Ideally suited for communications people who want to develop their skills and confidence, the sessions combine the interactivity and informal atmosphere of coaching with clear instructions in the basics.
They build on the basics of understanding an audience, creating strategies to reach and convince them, and reinforce the importance of setting relevant targets that measure progress. The team learns a proactive approach to developing an engaging and dynamic brand presence.
What does your business get? Marketing that delivers on what it sets out to achieve, and the statistics to prove it. So if you’re looking to get the full return on your investment in marketing and communications, Hoolet can help. Get in touch, or find out more here. - Hoolet is a strategic communications consultancy. Come say hello on Twitter at @hoolet_hoots, or follow us on LinkedIn. You can read more blogs here.