Skip Wood has been with Public News Service for ten years, first as producer/reporter and currently as editor. For the last eight years, he has also been a producer for "Hear It Now," a talk show on the Prairie Public radio network, a PBS affiliate. Before all that, he was news producer for KXJB-TV, Fargo for 21 years. He has conducted dozens of workshops for non-profit organizations, which became the basis for his handbook, "Getting Coverage, an insider's guide to effective media relations."

Surviving the first “delete”… focus on the frame

Understandably, most attempts to communicate with the public, whether it’s a blog or a news release, focus on what’s important to the organization seeking attention. But that focus often has no appeal to the reader – or to the news editor who correctly realizes the news consumer won’t be interested.

On the other hand, even a simple gathering can be the hook for a story – the reason it’s news now – if you can surface the connection to the audience’s interest. All the information important to your group can come along for the ride, as long as you start with something that’ll grab (thus ‘hook’) the reader or the news editor.

Let’s look at an example, inspired by an actual news release, to see how to make it past the first round of deletion and make your pitch more competitive.

Headline:
“National ‘Green is Us’ Convention Comes to Mayberry”

The first thing you should ask yourself in writing a headline is, “Anything about this headline that an audience would care about?”

Sub-headline:
“President of GIU Available for Interviews”

The sub-headline works only if we’ve made the case that the president of the organization has something interesting to relate. In many cases, this news release has already hit the recycling bin … or worse, isn’t even getting recycled.

Next, the news release tells us who the visiting president is. It’s understandable that for the group, it’s a big deal having the high mucky-muck coming to town. Habit wants to make what’s important to group insiders the focus of the news release. Trouble is, this is a failing strategy.

After the introduction, we might get some suggested topics for discussion:

“Available for interviews to discuss:
“National ‘Green is Us’ Progress Report and Convention highlights.”
This might be the organization’s big event, but it holds no significance for anyone outside the organization.

“GIU’s Centennial Year”
History can be grist for good copy, but few editors have gotten to this part of the press release, and to make hay out of a history angle, it’s incumbent upon the news release writer to find a fascinating element of that history to feature.

“National Conversations on Green Youth”
With no explanation, it’s hard for an editor to judge whether this insider stuff can be fanned into anything of interest.

“Power of Green YOUth Pledge Campaign”
Again, more insider copy that might look good to the writer’s supervisor, but means nothing to the news editor.

“Recent survey results on Youth Environmental Community Service”
This final, buried topic might contain some interesting news, but this bullet point failed to make that case.

On Becoming a “Frameister”

To connect, go beyond the obvious stuff, beyond the main event. What in the 100 year history of the group is really interesting? What came out in that recent survey about community service that might intrigue? Panning a nugget of gold from the sand and surfacing it as the top of your message can make all the difference. Let’s imagine some possible headlines for a new release or a blog essay:

Plight of Children Harmed by Pollution Gave Rise to Green is Us
Famous Story Featured as GIS Celebrates 100 Years

SURVEY: Youth Eager for Environmental Community Service
Green Youth from Around the Nation Gather in Mayberry

Mayberry Volunteer Has Seen it All
Honored this week for forty years of service at national Green Is Us convention

One final note: mentioning the local town in a headline is helpful when your target is local or state media; not so if your desired audience is national.

Skip Wood, editor, Public News Service