Long before I came over to the PR side, I was a young reporter working under some really smart editors who taught me everything I needed to know about the media business. The most fundamental lessons were about what makes something news. After all, “Is it news?” is the driving question for every good journalist, and it ought to be for the savvy PR professional as well.
My years in the newsroom showed me that, while story possibilities are endless, there are a few main types of stories that repeat themselves over and over again. Here are four.
Danger, Will Robinson! These are stories that get you close to the front lines of battle or health threats, as the recent Ebola story demonstrates. Whether they are tapping into human fears or fueling hopes to rise above, stories involving people facing the threat of danger—or beating that threat against incredible odds—tend to dominate the news.