An old standard is that “Dog Bites Man” is not news, but “Man bites
Dog” is news. The media is interested in your agency and its programs only when
there is news – new information – for its audience. It is not interested in
your self-promotion. When submitting information to the media, frame your message in
terms of new information that is of interest and importance to the audience for that
media outlet. Although you may not think so, what you do is newsworthy. Everyone is
interested in healthcare and providing healthcare to everyone.
Ask yourself these questions:
Is your story new or fresh?
Is it timely?
Is there an unusual twist to it?
Will it tap people’s emotions?
Is it useful?
Does it have an interesting angle?
New staff joining your organization
New equipment or service offered or endeavor underway
Family stories (same doc delivers mother, daughter and granddaughter)
Take advantage of slow news times such as weekends, Friday afternoons or Monday mornings
Anything with kids or puppies!
There are reasons to do a story on something that ordinarily would not be newsworthy. Piggy Back onto national
news stories, anniversaries, national observances or campaigns.
Do a nurse profile during National Nursing Week in May
Highlight cardiac rehabilitation services during February (National Heart Month)
Encourage use of bike helmet during Traumatic Brain Injury (TBI) Awareness Month in March