Effective Public Relations: A Guide - Rotary International

What Is News?
News has been described as extraordinary
things happening to ordinary people and
ordinary things happening to extraordinary
people. The following elements are considered
by many to make up “news”:
• Immediacy. Timing, or immediacy, is
important to getting your story in the
media. Using words like today, yesterday,
early this morning, and tomorrow are all
examples of using immediacy. Reporting
something that has just happened
or is about to happen is critical for a
story to become news.
• Proximity. If the story you are pitching
happened outside your community,
city, state, or country, would you be
interested in reading about it? By asking
this simple question, you can tell if
your story is newsworthy. Newspapers
and other media sources largely focus
on hometown and regional stories. The
more localized a story is, the greater
the chance it will be used.
• Prominence. Does your story feature
public figures or officials, people of
renown, or those who pique curiosity?
In general, such people of influence can
make the news. To qualify, your club’s
visitor or speaker must be able to gain
the readers’ attention either by reputation
or by the topic being discussed.
• Singularity. In many places in the
world, the unusual and the unexpected
often make news. For example, if your
club has accomplished a challenging or
unusual project in your community or
another part of the world, or if one
of your members has performed an
incredible service, be sure to use this
angle to create a news piece.
• Conflict. Unfortunately, conflict is one
element that makes headlines worldwide.
Be proactive and share what
your club is doing to build goodwill and
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peace in the world. An op-ed piece in
response to a recent story on conflict
would be a good start.
• Emotional appeal. Often called
human interest stories, news pieces
that elicit the reader’s sympathy or
other emotional responses make great
feature-type stories. Does your club
have a compelling story that will capture
the interest of the general public
as well as Rotary club members?
• Consequence. For a story to show
consequence, it must be important
to a vast number of readers. Does
your club’s story affect other people’s
lives? Try to focus on the efforts and
reactions of one or two people to
humanize the story as much as possible.
Share your club’s efforts on polio
eradication, clean water, environmental
stewardship, or other critical issues
to demonstrate that if Rotary weren’t
active in this area, there would be
negative consequences.
Experience shows clubs have been
most successful in promoting the
following types of Rotary stories:
• Outstanding volunteers
• Interactions between people in
developed and developing countries
• Local Rotary or Rotary Foundation
projects
• Rotary International studies and
exchange program participants
(Youth Exchange students, Rotary
World Peace Fellows, Ambassadorial
Scholars, or Group Study Exchange
team members)
• Human interest stories about people
who benefited from Rotary service
• PolioPlus activities, particularly in
polio-endemic areas