Framing your story

Tell me a story. Make it about me. Get to the point.

Reporters tell stories for a living. Follow their example. Put yourself in the reporter’s chair and write your release like a news story. Good reporters frame their stories before they start writing by asking themselves:

-- What’s the news? Don’t bury your news. If a reporter (or editor) doesn’t know why your story’s news by the time they’ve read the first paragraph or two of your release, it’ll end up in the trash.

-- What do readers / viewers want to know? Reporters write for the benefit of their audience, not for your benefit. What does your audience want to know? Tell them in your news release. Then find reporters who write for that audience if you want to turn your story into news.

-- Why will they care? The basic questions of journalism are who, what, where, when and why. Answer them in your news release. Despite the first word, this paragraph opens with a different question. This is the “so what” of the story. If it’s an important question for your story, answer it.

Grab me with your lead

Your lead paragraph is extremely important. A good lead often determines whether your story gets used or ignored. So, give it the attention it deserves. Use it to offer reporters a news hook for your story and lure them into reading the rest of what you have to say. What does a good lead look like? Pick up a well written newspaper or magazine and check out their leads. Then follow their example. Make your news releases look like news stories.

Types of leads

There are many kinds of good leads. Here are a few popular ones:

-- Just the facts: Once almost universally used for spot news stories and news releases,and still the most common type of lead for both.
Example: XYZ Company opened a new plant today in Localville, bringing 500 jobs and a $25 million annual payroll to the city.

-- Anecdotal: News is about people and things that affect people. Anecdotes humanize your story. A good anecdote is a great lead for a story about a group or an individual. Example: Joan Doe has spent the last 43 years helping others. On Tuesday, several dozen of them will be on hand for her final day at work to say thank you and tell her how she changed their lives forever.

-- Ask a question: Asking a question intriguing enough that the rest of us will want to know the answer is a good way to get reporters to read the rest of your release to learn the answer. Example: Why are local bird watchers putting down their binoculars and picking up protest signs?

-- First person: Don’t overdo this one. But some feature stories lend them selves to first-person leads. Just make sure there’s a reason for the rest of us to care about your story if you use one of these. Example: The bear stared at me. I stared back. What I did next probably saved my life. And it could save yours.

Things to avoid

-- Don’t be too self-serving. The number one reason news releases end up in the trash is that they’re too self-serving. If the President of the United States sneezes,that’s news. Almost anything Microsoft does is news in Seattle; ditto for Coca-Cola in Atlanta. Most of us aren’t that visible. Make your story only about you and it won’t get used. Reporters will judge your story by whether their audience will be interested.

-- Don’t be boring. Boring is the other big reason news releases aren’t used. Add color, action and (if appropriate) emotion. A lot of organizations are overly cautious in their news releases, then wonder why they don’t get used. To make news, say or do something newsworthy. Your story has to be interesting to be newsworthy.

-- Don’t be overly cute. “Cute” works for some stories. Cute pictures of kids or pets are hard to resist, for example. But cute doesn’t work for most stories. So, don’t do it.

-- Don’t oversell your story. You don’t like overly aggressive salesmen. Neither do reporters, editors or your audience. Tell your story. Make your point. But let the facts of your story speak for themselves. And don’t make claims that aren’t true and credible.

-- Don’t say too much. Tell your story, but don’t overdo it. Too much information is a deterrent to being heard. Provide the basics reporters and others will need to understand your story. And make it easy for anyone who wants more information to contact you to learn more.

During 20 years as a journalist, Jerry Brown worked for The Associated Press (he was assignment editor for AP’s Washington bureau during Watergate); daily newspapers in Little Rock, Fort Worth and Denver; the U.S. Information Agency; and two trade publications. Jerry’s been practicing public relations for the past two decades and is an accredited member (APR) of the Public Relations Society of America and a former board member of PRSA’s Colorado chapter. You can contact Jerry at jerry@pr-impact.com or visit his Web site at pr-impact.com.

TOP