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What Journalists Want

According to Public Relations Institute of Australia surveys of journalists, "newsworthy" stories need to contain one or more of the following characteristics:

• Impact – size, money, consequence
• Timeliness – is it happening now?
• Proximity – is there a “local angle” (of particular relevance to local newspapers)?
• Novelty – Is it the first ever? Is it otherwise unusual?
• Prominence – Is there a famous name involved?
• Human Interest – how will events and issues affect people?
• Currency – does it reflect on current social issues and trends (the environment, health)?

Of course, there are other considerations, depending on the target media outlets.

TV needs a strong visual component to the story and people available to be interviewed on camera.

Radio needs someone for interview, either on air with a program host or be able to present quick sound "grabs" of comment in the news bulletin.

Newspapers usually need pictures. Major papers will usually take their own, but local papers will often welcome good quality contributions.

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