“Those who tell stories rule society”
This quote by the great philosopher, Plato, is one that still rings true millennia later. In a day and age where we’re inundated with messages from seemingly all angles, marketers and PR professionals have an especially clear understanding of this idea, as we are often the purveyors of stories. Not only our own, but also those of our clients.
We often sit as the gatekeepers of stories as they migrate from inside an organization to the public. And in our years of storytelling experience, we’ve developed a deep understanding of the power of stories as well as the limitations of how, when, and where to tell them. One of the most important truths that we’ve come to know over the years is that a clear understanding of what makes a great story starts with strong considerations of 1) its intended audience and 2) the channel through which the story is told.
It’s through this lens that we look when asked the inevitable question “is my story newsworthy?” While this may seem like a somewhat cut and dry question to answer, the nuances of what makes a particular announcement or story “newsworthy” go deeper than one might think.
When a client asks if an announcement is “newsworthy” they are most likely referring to the chance that it will be picked up by traditional earned media outlets. We like to define earned media as publicity/exposure gained from non-paid outreach methods. This could include proactive pitching for print, TV, online or radio coverage.
Does Your Story Pass the Test(s)
When thinking about where and to whom we tell our stories, we consider three helpful tests (outlined above in figure 1). The headline test is a great place to start. Come up with a headline for your story — can you picture this headline on the front page of a newspaper? We know not all stories appear above the fold, however, “Local Company Hires a New Receptionist” generally won’t make the cut. “First Impressions Matter at This Florida Firm,” on the other hand, might. However, keep in mind that reporters can see through a catchy subject line from a mile away, an announcement without a story to tell generally won’t result in much earned media.
If you’re unsure of your answer to the headline test, try the audience test on for size. If it’s an internal announcement that will primarily impact internal stakeholders, then earned media is probably not where you should focus your efforts. However, if it’s something you know your clients and potential customers are waiting to hear, engaging earned media is generally a good bet.
Lastly and most importantly: consider the SPAR test (Setup, Problem, Action, Result). SPAR is one of many storytelling frameworks (and one of our favorites) to consider when developing your story or story pitch. This is a helpful exercise to engage in for almost any announcement you’re getting ready to make.
The SPAR test appears last on our list because nothing can slip through the cracks with SPAR. Let’s say our receptionist example gave us mixed results on the headline test and audience test, and we are still unsure of the newsworthiness of our story. SPAR forces us to uncover more information about the story than it presents at face value. In the case of our receptionist example, maybe we start digging into the details and find out the receptionist works at the ticket counter for the Eiffel Tower. The position has been vacant for a week, during which time nobody has been able to take in the scenic views from the top. The hiring of a new ticket taker, then, isn’t just a personnel change — it will alter the dynamic of the trip for tourists in one of the world’s most iconic cities. There is a clear setup, problem, action and result here, and adhering to the SPAR method helps us tell the story in a way that resonates with readers. If your story can’t pass the SPAR test, don’t spin your wheels chasing earned media.
While every story, announcement, and bit of news is unique — and there is no surefire way to ensure maximum exposure every single time — these guidelines have proven effective for our team throughout the years. And as the media landscape changes by the day, we’re always looking for new tactics to employ, helping our clients sell stories with a greater impact. When the time comes to write and share your next story, try out our newsworthiness checklist and let us know how it works for you!