Interesting + Different = News
If you can come up with a story idea that is both interesting and different, there’s a good chance that editors, producers and reporters will find it newsworthy.
When you are thinking of story ideas that are interesting and different, you need take a step back and think of topics as if you didn’t work for your company. It’s very easy to be consumed by your own product or service and it takes something to take a step back and look at it like an outsider. To create a story idea that will get the media’s attention, you need to think about your product as if it’s the very first time someone has ever heard about. From the media’s perspective, that will often be the case in fact.
Here are questions to ask yourself to help find the ways your product could be interesting and different.
• Why would someone be interested in this product?
• What makes this product stand out?
• What benefit does the product provide?
• What benefits are different from other similar products?
• What does your product offer that hasn’t been offered before?
One way to create an interesting and different story idea is to present your product is the most of something, such as:
• the fastest
• the most durable
• the first of its kind
• the easiest to use
If you can apply this kind of language to your story idea, then you will have a powerful way to attract media attention. When you use this kind of language, the statement inherently gives the notion that it’s different and interesting. If the product is new and the best of something, it will very likely gain media attention.
When Steve Jobs introduced, for example, the Macbook Air, the line that he used that got people’s attention was that it was the world’s thinnest notebook. That statement alone hooked a lot people because it was something new and different since a notebook that thin hadn’t been made before. You can’t use this technique all of the time but if you can, it can definitely pay off.
The next time you are thinking of pitching a news release or story idea, remember interesting + different = news.