Keep it simple. Reporters are forced by time and space limitations to simplify their stories. Sometimes they have to oversimplify them. They don’t have a choice. Simplify your story for reporters or they’ll simplify it for you, often in ways you won’t like. This is hard work. It’s much easier to take something that’s simple and make it complicated than to take something that’s complicated and make it simple. But it’s worth the effort.

Localize your story. Reporters are always looking for a local angle. Give them one for your story whenever possible. Localizing a story can be about geography. But it’s also about community of interest. “Localize” stories for trade or other specialty publications by giving them an angle that fits the special focus of their publication.

Humanize your story. News is about people and things that affect people. Make your story about people. If you can’t make it about people, tell me how it affects people.Can’t do that? Then your story probably isn’t news.

Make your story about me. Everybody’s favorite subject is me. Write for your audience, not for yourself.

Make it visual. Add a visual element to your story if you can: Photos, charts, maps or anything else that helps illustrate your story. Visual elements add impact and visibility to your story.

Make your quotes quotable. Good quotes are as irresistible to reporters as candy is to a kid. Use them. And make them interesting.

Use Anecdotes, analogies and examples. Anecdotes, analogies and examples are great storytelling tools. Anecdotes humanize your story. Analogies simplify your story. And examples explain your story. Use them whenever you can. And don’t forget cliches. Most people will tell you not to use cliches. But reporters use them all the time. Why? Because they’re an easy way to make a point. There’s a reason they’re cliches. It’s because we all use them. If a good cliche fits your story, don’t be afraid to use it.

Use the Big Four. If you can do one or more of the following in a way that affects enough people, you can turn almost anything into news:

-- Solve a problem / create an opportunity. Flip sides of the same thing.

-- Provide useful information (tips). Reporters and their editors love tips they can pass along to their readers / viewers.

-- Identify a trend. More specifically, tell me how I can take advantage of it or avoid being hurt by it.

-- Help the community. Charity events, for example.

Notice I said “one or more” of the things listed above. They’re not mutually exclusive.

Don’t let the facts get in the way of your story. This isn’t about playing fast and loose with the truth. It’s important to tell the truth. But don’t get so bogged down in “facts” that you forget to tell your story.

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