5.1 News Value and the Public Relations Professional
While watching or listening to a major media network, you may occasionally find yourself thinking, “Why is this story considered news?” Audiences assume that the role of the media is to provide them with the most important information about issues and events happening locally, nationally, and worldwide, however we know this is not always the case. News outlets are businesses (even the CBC is a crown corporation) and they are in the business of building and maintaining audiences that will either watch ads or pay a subscription for access to content. This means what is considered news is based on human interest as much (or more so) than what can be considered the most important information. Nonetheless, audience assumptions that journalists deliver on the most important information. Therefore, media outlets send an indirect message to audiences about a story’s perceived importance through selection and how much time and exposure they give a story. The study of this phenomenon is known as agenda-setting theory.
A story’s newsworthiness is largely determined by its news value, a standard that determines whether an event or situation is worth media attention. News value is referred to as “criteria used by media outlets to determine whether or not to cover a story and how much resources it should receive” (Kraft, 2015). Journalists and reporters are likely to spend their limited time and resources on a story that has many news values. Again this conception of news value is based on assumptions about human interest and what stories are most popular. For example, “If it bleeds, it leads” is an old newsroom mantra that captures the idea that news outlets often lead with stories that relate to violent, dangerous or disturbing incidents.
Public relations professionals who understand what constitutes newsworthy content can increase their chances of gaining media coverage for their brand or organization. In fact, there is a saying that “the most successful public relations professionals are those who think and act like reporters” (Caruso, 2011, para. 1). Because journalists are more interested in stories that will appeal to their readers or listeners, understanding the news value of your messages will help to enhance your company’s media relations and general coverage.
