Give the Media what they want!




Each news outlet has its own distinct lens through which it evaluates and reports on news. Understanding what that lens looks like helps you decide what types of information will yield media coverage.


In most cases, the news media value stories that are:


  • Timely – nobody wants old news
  • Relevant – audiences want news that matter to them
  • Conflict-oriented – opposition creates drama and tension
  • Prominent – cover people or issues that are well known
  • Impact – the outcome of the story will affect the audience
  • Unusual – a new approach on an old story, or something truly unique
  • Emotional – something that appeals to an audience’s heart will draw them in
  • Local – people are most concerned with the news stories that hit home      



Credit: Amy Shanler