What are the best ways to identify newsworthy stories in your organization?

2 Use the news cycle

The second step is to monitor the news cycle and look for ways to connect your stories to what is happening in the world. You can use tools like Google Trends, Twitter, or media databases to track the topics, keywords, and influencers that are generating buzz and relevance. You can also create a calendar of events, holidays, and milestones that are relevant to your organization or industry, and plan your stories accordingly. By using the news cycle, you can show your audience that you are aware, responsive, and timely, and that your stories have value and impact.

3 Find the angle

The third step is to find the angle that will make your stories stand out and resonate with your audience and the media. An angle is the perspective, focus, or hook that you use to tell your story. It can be based on various factors, such as novelty, timeliness, controversy, human interest, or significance. You can use questions like: What is new, unique, or surprising about your story? How does it relate to or affect your audience or the media? What are the benefits, challenges, or implications of your story? What are the emotions, opinions, or insights that you want to convey? By finding the angle, you can sharpen your stories and make them more compelling and memorable.

4 Gather the evidence

The fourth step is to gather the evidence that will support and illustrate your stories. Evidence can include facts, figures, quotes, testimonials, case studies, or visuals that show the results, outcomes, or impacts of your stories. You can use sources like reports, surveys, studies, or interviews to collect and verify your evidence. You can also use tools like charts, graphs, infographics, photos, or videos to present your evidence in an appealing and accessible way. By gathering the evidence, you can enhance your stories and make them more credible and persuasive.

5 Craft the pitch

The final step is to craft the pitch that will showcase your stories and convince your audience and the media to pay attention and take action. A pitch is a brief and catchy message that summarizes your story and highlights its value and relevance. You can use formats like press releases, media advisories, blog posts, social media posts, or emails to deliver your pitch. You can also use elements like headlines, subheadings, bullet points, or call to actions to structure your pitch. By crafting the pitch, you can communicate your stories and make them more attractive and actionable.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?