Have you already asked yourself what topics you want to talk about as part of your public relations work? "Sure, about my company," you might say. But have you considered that perhaps no journalist is interested in that? There is no doubt that you are enthusiastic about your product, but that editors share this enthusiasm or see news value in it is a completely different matter. Simply informing people about the existence of your company or reporting on your product or service usually doesn't work. Since journalists are probably not as excited about your next press release austria telegram screening as they are about the next iPhone, you should generate your own exciting topics that will make editors look up from their keyboards. We want to tell you how you can do that in this article. We will give you very specific examples and practical tips on how you can think outside the box and take on other perspectives when finding topics.
News Factors or the Three T's
Communication science has identified a number of factors that increase the likelihood that journalists will report on a topic. These are known as news factors or news value. According to these factors, the following news factors increase the likelihood that events will be mentioned in the media: novelty, proximity, significance, people (especially celebrities), drama, oddity and superlatives, conflict, sex, feelings, progress.
The three T's - tits, dead people, animals - is how a PR lecturer once described what the media likes to report on. The more news factors a topic serves, the greater the likelihood that it will be picked up by journalists. So if you buy a new house (news value: news), then probably no one will report on it. If Brad Pitt does the same (news factor: news and celebrity), then various media will pick up this news.