During my first week working for a daily newspaper, I learned an
invaluable lesson about the nature of news.
Ten minutes before deadline, I witnessed the city editor answer the
telephone, impatiently listen and say before he slammed the receiver
back into its cradle,
“Call me back when your daughter bites the dog. That will be news.”
The lesson: News needs to be new. The more “new” you weave into your
release, news or feature story, the more your writing resonates with
the editor and your reader.
One thing that has changed since my first days in the newsroom has
been the advent of The Daily Me, the reader’s ability to personally
control and screen news. In the past, my city editor lived by the
motto,
“It is not news until I say it is.”
Today the editor can be by-passed. The Internet has vested the
reader with the ability to be exposed to what the reader wants, when
reader wants it and in the format in which the reader wants it.
If you do not know how to construct a story or release to take
advantage of this phenomenon, seek the help of a professional
writer. Every writer with Faulkner & me understands the potential of
this new media and crafts their stories and releases to take
advantage of it.
Allow Faulkner & me unlock the Internet's secrets for your
organization.
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"...An
invaluable
lesson
about
the
nature
of news." |
