Section 4. Arranging News and Feature Stories

• What does it mean to arrange news and feature stories?

• Why should you arrange news and feature stories?

• How do you arrange news and feature stories?

Strategically arranging news and feature stories in local, regional, national, and digital media can significantly influence how effectively your message reaches the public. People encounter news through many different channels and often make quick decisions about which stories to read, watch, listen to, or share. Understanding these patterns can help you present information in a way that effectively raises awareness, generates support, or attracts public attention. This section looks at the differences between news and feature stories, which format may be most helpful to your cause, and how to arrange a story to communicate a message effectively.

What does it mean to arrange news and feature stories?

They say that when a dog bites a person, that's nothing new. But if a person bites a dog, that's news. Our communities produce a lot of news, and much of it never receives media coverage. But you don't have to bite a dog to attract attention. This section will help you identify what makes your work newsworthy, connect with media outlets, and increase the chances that your story will be covered.

You can use news stories and feature stories to highlight your initiative in the media. Before we go any further, let's establish the difference. Feature stories don't necessarily have to involve breaking news -- although they are often connected to current events. They usually allow more room for photographs, graphics, interviews, background, and personal stories, and are often longer and more detailed than standard news stories.

News stories, on the other hand, are generally more direct. They try to explain what happened quickly and accurately. A basic news story usually answers six questions: Who, What, When, Where, Why, and How. For example, the following is the lead (first paragraph) of a story. Can you identify those elements here?

"A professor at the University of Kansas, concerned about limited environmental awareness on campus, started a recycling campaign yesterday with help from students in the Ecology and Biology Department."

Who -- a professor at the University of Kansas
What -- started a recycling campaign
When -- yesterday
Where -- at the Ecology and Biology Department
Why -- concern about limited environmental awareness on campus
How -- with help from students

Feature stories are usually longer than hard-news stories, so the reporter can go more in depth about how things came to be the way they are. For example, you can have a hard-news story on a new alcohol use disorder program you're starting, or have a feature story that explores the experiences of participants, the purpose of your initiative, how it developed, and its plans for the future. When sharing personal experiences, make sure participants have given informed consent and that their dignity and privacy are protected. It's usually up to the editor or reporter to decide which format your story will take, but if you think your initiative would benefit more from a feature story than from a short news item, explain why.

What is news?

Usually, news focuses on verifiable events, facts, and developments, while background provides context and opinion expresses a point of view. Don't try to present an opinion as though it were objective news. If you feel strongly about something, or have strong opinions about a subject, write to the editor or write an opinion editorial (op-ed piece). If your perspective raises an important issue, a publication may also decide to report on it. For example, suppose you're organizing a local blood drive and it is receiving little or no coverage. It may be useful to write a letter or op-ed so that your community is informed about it. You may also want to prepare your own story or article and submit it to an appropriate outlet.

Don't be discouraged if reporters reject your idea at first or suggest a different angle. Sometimes a small adjustment can make the story more relevant to the outlet and its audience. A reporter may have no room for your story one week and suddenly contact you later because it connects with another development or deadline. Be patient, responsive, and realistic. If one contact consistently shows no interest, consider another reporter or outlet rather than repeatedly pressing the same person. Whatever you do, be professional and respectful; strong media relationships are built over time.

Why should you arrange news and feature stories?

Why do you want to get your initiative's story into the news? There are several good reasons. For example:

• To gain increased visibility. Earned media coverage can be a valuable way of getting advertisement without purchasing advertising space or time. People may learn about your activities through newspapers, television, radio, websites, newsletters, podcasts, social media, or other outlets. News coverage may also carry a different kind of credibility than paid publicity because an independent outlet has chosen to cover the story.
• To promote community awareness of your overall initiative. News stories are a vital part of the "conversation" on which communities thrive. By making sure your activities are well-represented in local and relevant media, you help your organization remain part of this conversation.

An example of how your initiative can benefit from a well-placed interview:

A local newspaper ran an interview with the director of The Literacy Project, an adult literacy project in Massachusetts. As a direct result, the organization heard from a number of potential students and volunteers, and also received a number of contributions. Eventually, with other stories in the paper, the organization was recognized as a community resource. The project also placed a number of adult literacy stories and an editorial into a large statewide newspaper. All this together contributed to an increase in state funding for the field.

• To attract attention -- and possibly funding or partnership -- from policymakers, funders, community leaders, organizations, and others who can support your work. Media coverage can help people understand what you do and how they might participate. Other initiatives may identify shared goals and join forces with you, an organization may decide to provide funding or other resources, or a public agency may want to work with you. A well-placed story can open doors to new relationships and opportunities.

How should you arrange news and feature stories?

So, what does arranging news and feature stories involve? Simply put, it includes helping reporters, editors, producers, and other media professionals understand why what you're doing matters to their audiences. Arranging news and feature stories involves contacting appropriate media outlets, building professional relationships with media contacts, and keeping them informed about relevant developments. It involves knowing the issue inside and out, understanding the communities involved, and being able to explain clearly why the story matters.

When should you arrange your news or feature story?

When is the best time to contact an editor, reporter, producer, host, or other media professional? Once you have the important details organized. Try not to contact the media until you can clearly explain what is happening, why it matters, who is involved, and when and where it will take place.

If your story is well timed, that's even better. Timing is very important when trying to arrange a news or feature story. Take advantage of relevant national observances, local events, seasonal activities, and developments already receiving public attention. You may try to arrange a story to coincide with an event, an initiative, or a special day or week related to your issue and your organization. For instance, an environmental organization might launch a new program around Earth Day. An HIV prevention organization might connect outreach with an appropriate HIV/AIDS awareness observance. Look for dates and events that genuinely connect with what you do and plan accordingly.

Who should you contact?

Reporters and other media professionals are always looking for useful and relevant stories. If what you do is unique, timely, locally important, or connected to a broader issue, it may be newsworthy. But don't give up if you're not involved in breaking news at the moment. Local outlets often look for stories that affect the communities they serve. In larger media markets, competition for coverage may be greater, so it is especially important to identify what is distinctive, timely, or meaningful about your story.

As a general rule, you want to contact the person who covers your issue or has a role in deciding whether the story will be pursued. Many outlets list reporters, editors, producers, or topic areas on their websites. You can also contact the media outlet directly and ask who covers the subject under which your story would fall.

Most of the time you'll be directed to the reporter or producer who might cover your story. It's hard to generalize how media professionals work because they vary greatly by outlet, role, deadline, and platform. Be polite, clear, responsive, and helpful when you are put in contact with someone. Be ready to answer questions and have relevant background information available. For instance, if your initiative is holding a fund-raising event, the reporter may want to know how much it will cost, how much money you hope to raise, how funds will be used, how similar events have gone in the past, what activities are planned, and how many people you expect.

But arranging your story is not only about contacting people. It's about contacting the right people and outlets. Consider which publication, station, website, newsletter, podcast, or other medium reaches the people most relevant to your issue. A specialized publication may have little interest in a story outside its subject area, while a health-focused publication may be interested in a community health initiative. When identifying media for your story, consider not only the size of the audience but also whether that audience includes the people you most need to reach.

How can you "sell" yourself?

Once you decide where you want your story to be published, aired, or posted, you have to be ready to explain why the story is worth covering -- to show the reporter that it matters to the people they serve. When presenting your story for potential publication, don't just make broad claims; provide evidence and examples. Show how the issue affects the community. If you are starting an initiative on disability rights, for example, provide relevant information about the issue, identify knowledgeable people who can be interviewed, suggest a possible angle for the story, and, where appropriate, connect the reporter with people who have relevant lived experience and have agreed to speak. Maybe your initiative is something new in town or reflects a larger trend -- don't just say that; show why.

While planning to pitch your story, "So what?" is a question that you must bear in mind at all times. Assume that people may be asking "So what?" while reading, watching, or listening to a story about your work. Give a sense of purpose to what you want published or aired. One of the best ways to answer that question is to explain clearly how the issue affects real people and communities.

Stories that fail to answer the "So what?" question are less likely to attract and hold attention. You don't want that to happen to your story, so keep yourself in constant check. Ask yourself whether you're being clear enough, why what you're doing matters, and whether your main point is coming across. If your story is about organizing an effort to contribute to a memorial fund, ask yourself why community members should care. Is it because of the purpose of the fund? Is it because it's a community effort? What is the human factor or community impact you are going to focus on?

Here are some other things that make what you're doing potentially newsworthy:

• Human interest -- People are often interested in the experiences, choices, challenges, and accomplishments of other people. A personal story can help readers understand a larger issue. When focusing on an individual's experience, make sure the person understands how their story may be used and has agreed to participate.
• Impact -- If what you're reporting affects people's lives, it may be newsworthy. It doesn't have to happen locally to matter locally. Stories about environmental conditions, public policy, health, economics, or other broader issues can be important when their effects reach your community.
• Proximity -- People are often especially interested in what happens close to them. Local stories are therefore likely to attract attention. At the same time, digital communication and increasing connections among communities mean that events in distant places may also have direct local relevance.
• Timeliness -- Generally speaking, the more current the news, the better. People want to know what is going on now. Of course, some important stories are not tied to breaking events; these may be especially well suited to feature coverage.
• Prominence -- Well-known people, places, organizations, and institutions often attract media attention. Their involvement can make a story more visible, although prominence is only one of many reasons a story may matter.

A very common way of getting your story out is to prepare a press release. A press release is a brief written summary or update alerting the media about your group's news and activities. In it, you should provide the basic information about your story, relevant background, and a way to contact you. However, writing a press release doesn't guarantee that your story will be picked up. Reporters receive many pitches and releases, so it can also be helpful to contact an appropriate reporter directly with a brief, personalized explanation of why the story may matter to their audience.

You can also consider holding a press conference to get your news out and give reporters an opportunity to ask questions. Press conferences are generally most useful when the information is timely, significant, and likely to interest several media outlets at once. Before arranging one, make sure a press conference is actually the best format for the information you need to share.

Visual elements can also strengthen a story. Suggest photographs, graphics, illustrations, video, or other visuals that can help explain what is happening. Features may benefit especially from strong visual material. If you provide photographs or video, make sure you have the necessary permission to share them and that the people pictured understand how the material may be used. Some outlets will prefer to produce their own visuals, while others may welcome high-quality material from community organizations. In either case, visuals should contribute meaningfully to the story rather than simply decorate it.

Finally, depending on the size of your group or initiative, you may not have time to handle all media outreach yourself. If resources allow, you might designate a staff member or volunteer with communications experience, work with a public relations professional, or seek other communications support. A communications professional can help you develop a media strategy, clarify your message, prepare materials, identify appropriate outlets, coordinate interviews, and tailor outreach for different audiences.

The art of being interviewed

Once you spark a reporter's interest in your story, it's likely that they will want to interview you. No two interviews are exactly alike. They depend on the reporter, the subject, the format, the deadline, and the kind of story being produced. Here, we'll give you some tips on what to do -- and what not to do -- during an interview with the media.

First, make sure that you know what you're talking about. Be helpful and clear. Decide on the key points you want to communicate and look for natural opportunities to make them. Be courteous and explain your initiative, its purpose, and what you hope people understand. You can clarify facts and provide context, but remember that the reporter ultimately decides how an independent news story will be framed and written.

Be prepared to answer likely questions about your event or initiative. The information you need to have ready includes:

• Dates and times
• Names of the people involved
• Your objective
• Costs or prices, when relevant
• Locations
• Contact information

It will also help if you have a couple of key points or concise statements prepared in advance. That way, if the reporter asks you to summarize your position or explain why the issue matters, you will be ready to respond clearly.

Here are some pointers for you to keep in mind before and during the interview:

• Prepare yourself for likely questions in advance. If appropriate, ask the reporter about the main topics they expect to cover.
• Be familiar with the topic of the interview.
• Present yourself in a way that is appropriate to the setting and comfortable for you.
• Don't be afraid to ask the interviewer to repeat or clarify a question.
• Respond professionally, even when a question feels challenging.
• Before wrapping up the interview, make sure your most important points have been expressed clearly. Ask whether the reporter needs any additional information.
• Watch and listen.
• Stay relaxed and be yourself while speaking thoughtfully.
• If you cite names, titles, organizations, statistics, or locations, get them right.
• Think about useful photographs, graphics, video, or other visual material.
• Try not to use unnecessary jargon; plain language is usually easier for broad audiences to understand.
• Prepare concise statements that communicate the points you most want people to understand, and use them when they fit naturally into the conversation.
• If you don't know the answer to a question, say so and offer to provide accurate information afterward if you can.
• Avoid stereotypes, assumptions, stigmatizing language, and biased generalizations.
• Be attentive to the entire interview. An important question or opportunity to clarify your message may arise unexpectedly.

The reporter may record the interview to improve accuracy, and recording practices can vary by outlet, setting, and applicable law. If you have questions about whether the interview is being recorded or how the recording will be used, ask before the interview begins. Whether or not you see a recorder, speak as though your comments may be quoted. Don't let the possibility of being recorded make you overly cautious or unnatural; focus on being accurate, clear, and thoughtful.

Remember that you want readers, viewers, or listeners to understand why the story matters. The simplest approaches are often the strongest. Keep your sentences reasonably concise, make your main point clear, and avoid unnecessary digressions.

A word of caution: Don't say anything in an interview that you would be unwilling to see quoted or reported publicly. Comments can be shortened or placed within a larger story, and casual remarks may receive more attention than you expected. Avoid defamatory, discriminatory, or otherwise harmful statements. If you want to discuss something under a different set of ground rules, such as "off the record," establish and confirm those terms with the reporter before sharing the information. When in doubt, assume that what you say may be used in the story.

What should you do if you're misquoted?

Reporters routinely edit interviews for length and clarity, and not every spoken sentence will appear exactly as it was said. If a shortened quotation still accurately reflects your meaning, a correction may not be necessary. However, if a quotation is substantially inaccurate, changes your meaning, or attributes words to you that you did not say, you should respond promptly and professionally. Treat everyone with respect, acknowledge any part of the misunderstanding that may have resulted from unclear communication on your side, and take steps to correct the error if needed. Depending on the circumstances, that might include contacting the reporter or editor, requesting a correction or clarification, writing a letter to the editor, or publicly restating your initiative's actual position.

What should you do after the story has run?

Your work isn't done after your story is published, posted, or aired. You'll want to maintain a professional relationship with the reporter or outlet you worked with, so send a brief thank-you message when appropriate. Keep a copy or link to the story for your records. In the future, keep appropriate media contacts updated on genuinely newsworthy developments and upcoming events without overwhelming them with unnecessary messages. A strong relationship may lead to follow-up coverage or make it easier to connect when another relevant story develops.

In Summary

Once your story is published, aired, posted, or shared, take time to think about what you learned. What worked well? What would make the process easier or more effective next time? Was there a better way to explain why the story mattered? Did you reach the people you hoped to reach? Can you build on the contacts and relationships you developed with the media? Hopefully, you now have a better sense of how media outreach works, what makes a story relevant, and how to focus attention on what matters most to your community. Then it's time to get ready for the next story.