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A new book
from Princeton University Press, All the News That’s Fit
to Sell: How the Market Transforms Information into News
by James T. Hamilton, examines the expanding role of
economics on what is and isn’t considered news. If
you’re trying to get a relevant story placed, but can’t
find an outlet, this book may help you determine which
media may be more interested and why.
Media bias
isn’t a new concept. However, trying to analyze the
economic importance of a story to the media you are
pitching may be. As outlined in the article about the
state of the news media (click
here for article), economic relevance may become a
crucial factor in whether or not your story gets picked
up.
Hamilton
lists several factors that help determine why a news
organization chooses a particular story.
First, who
cares about the story? This is a direct application of
market demographics to news coverage. An obvious example
of this is network television’s move from hard news
towards more sensational and celebrity-type news in
order to draw a larger audience.
Where can
you reach people interested in the story? What media
will best impact your demographic? If you are pitching a
high-tech story, for instance, it may be better to
approach a digital media outlet rather broadcast, since
digital media readers are usually more tech-savvy.
Other
questions to keep in mind include: When is it profitable
to provide the information? In other words, what is the
point if there is no economic incentive? How is your
story tied to possible revenue sources – advertisers,
consumers or sponsors?
The next
time you are developing a PR strategy, it may pay to
consider the economic impact of the story on the media
you are pitching. If you would like more information on
Hamilton’s book,
click here. |
