Your company has news. You think it deserves media attention. How do you get the journalist’s attention? What does he or she want from you in order to create a story?

Journalism is supposed to aim at being “fair and balanced,” but reporters are typically only interested in three types of
stories, following a hierarchy of importance: scoops, news announcements, and trends, in that order. And they are not equal in value to the journalist.

Three Types of News

The “scoop” is a deluxe product in the eyes of the reporter—a story given exclusively to one journalist before the news becomes public. It could be the resignation of a top executive or the conclusion of a drawn-out negotiation. It creates a buzz. It can lead to more and bigger stories as other media try to catch up. The scoop is usually dished out one-on-one between you and the journalist with your communications people standing by. You may want to follow the scoop with a general press release.

A “news announcement” is information you hand out to every journalist at the same time—for example, earnings reports. News announcements may be made during a press conference, in a mass emailing or an announcement on your website, TV appearances though they are generally a combination of all of the above. Your own expertise can elaborate on and amplify the news announcement when you release it— for example, taking questions at a press conference.

A “trend” is the Zeitgeist—the tenor of the times—upon which you can elaborate from the vantage point of your expertise. The context of this kind of news story is much broader than the first two. It could be, for example, your take on where the trend in sports watches is going, or the outlook for interest rates. Your past experience and expertise serve you well in this type of story, as you are essentially offering wise commentary. Being known as a solid commentator on several subjects serves the journalist well, and assures you will be sought out by the media regularly. But beware of being seduced by the sound of your own voice: don’t pontificate on things you are not actually expert in or be persuaded to comment when you don’t want to!

Now here’s the bad news: other leaders will know this formula, too. Aside from the “scoop”—which is by definition exclusive—news announcements and commentary can be almost interchangeable. So how do you make your comments stand out from the rest? The answer, as we’ve said before in this blog, lies in how you present your thoughts.

And Now For The Presentation

First of all, you’ll need a 360-degree view of where your news fits into the overall scheme of things in the world. Don’t be too self-centered or rely too much on history to make this point. What may be interesting for your business sector may not be that important to the world at large. It’s up to you to know why your news matters and to make that clear to the journalist. This posture of authority—when it’s based on sound knowledge—will serve you well and help ensure that your message is heard above the rest.

In the case of commenting on “trends,” you’re really being asked to say something about the future: what do you see this trend leading to as tomorrow approaches, given your experience with similar situations in the (recent) past? Personal observations are the most solid base for this sort of commentary. You’re presenting your vision of how things will be…and hopefully, that vision will be something unique based on your experience as a leader. Don’t equivocate—journalists are looking for strong, colorful statements that only you have the authority to make.

Respecting the hierarchy of scoop-news announcement-trend and making your voice heard by being aware of the importance of your message to the world outside your business sector ensures you’ll give journalists what they want and what they need to create a story. You might even find yourself in the ranks of the sought-after commentator.