What are the key elements of a compelling story for media attention?

If you want to get media attention for your business, product, or cause, you need to craft a compelling story that journalists and audiences will care about. A story is not just a collection of facts and figures, but a narrative that connects with emotions, values, and curiosity. In this article, you will learn what are the key elements of a compelling story for media attention and how to use them effectively.

Key takeaways from this article

Engage with a strong hook:

Start your story with an opening that captivates the reader's attention immediately. Use techniques like questions, surprising statistics, or personal anecdotes to draw readers in and make them want to know more.### *Communicate the why:Clearly explain why your story matters and how it impacts your audience or industry. Highlight unique aspects and context to show its relevance and importance.

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1 Hook the reader

The first element of a compelling story is the hook, or the opening sentence or paragraph that grabs the reader's attention and makes them want to read more. A good hook should be relevant, surprising, intriguing, or provocative, and it should hint at the main point or benefit of your story. For example, you could start with a question, a statistic, a quote, a problem, or a personal anecdote that relates to your topic.

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Víctor Gil Rodríguez

Responsable de Relaciones con los medios en Consejo General de Colegios Farmacéuticos
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Los datos continúan siendo uno de los principales ganchos para cualquier periodista si le permiten ilustrar bien una información para que el lector se sienta representado: más de un millón de ciudadanos, una de cada tres personas, etc.

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2 Focus on the why

The second element of a compelling story is the why, or the reason why your story matters to the reader and the media. The why should answer the question: what is the impact or value of your story for your audience, your industry, or your society? The why should also show how your story is different, unique, or timely, and how it fits into the broader context or trends. For example, you could explain how your story solves a pain point, fills a gap, challenges a norm, or creates an opportunity.

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Deborah Brightman Farone

Marketing Strategy Consultant to Law and Other Professional Services | Author of "Best Practices" and Former Chief Marketing Officer of both Cravath and Debevoise
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Be sure to craft a captivating and concise headline that sparks interest and encourages further reading or viewing. Clearly communicate the central message or key takeaway to ensure understanding and retention.

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3 Use the power of emotions

The third element of a compelling story is the emotion, or the feeling that you want to evoke in the reader and the media. Emotions are what make stories memorable, relatable, and persuasive, and they can influence the reader's attitude and behavior. To use the power of emotions, you need to identify the core emotion that drives your story, such as joy, anger, fear, or sadness, and use words, images, and examples that appeal to that emotion. For example, you could use storytelling techniques like metaphors, anecdotes, quotes, or sensory details to create an emotional connection.

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Dee Gumaste

Helping people tell their stories
(edited)
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One of my career's most pivotal learnings came in when my mother said, "the more personal the story, the more universal it will be." And I think it is one of the most critical aspects of storytelling. In business, the objective of storytelling is to influence, but more importantly drive an action. Using tools such as metaphors, personal observations, experiences and anecdotes can help elicit the expected customer/stakeholder reaction.

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Rob Koier

Award-Winning filmmaker, Director, Writer, Producer, Editor | Video Strategy | Sustainability | Organic | Videos —> that solve problems
(edited)
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Wether it's in written form or a video, in my experience it is the emotional impact of stories that lingers longest in an audience and that becomes one of the most powerful means to make an impact on them. The more authentic and personal, the easier it is to uncover and reveal the emotional core that drives the message of your story and the bigger impact you will have with your messaging.

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4 Include credible evidence

The fourth element of a compelling story is the evidence, or the data, facts, or testimonials that support your story and make it credible and trustworthy. Evidence is what gives your story authority and legitimacy, and it helps the reader and the media to verify and evaluate your claims. To include credible evidence, you need to research your topic thoroughly and use reliable sources, such as experts, studies, reports, or surveys. You also need to present your evidence clearly and concisely, using charts, graphs, or bullet points if necessary.

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5 Call for action

The fifth element of a compelling story is the action, or the request or suggestion that you make to the reader and the media at the end of your story. The action is what you want your audience to do after reading your story, such as buying your product, visiting your website, signing up for your newsletter, or joining your cause. The action should be specific, relevant, and easy to follow, and it should highlight the benefits or incentives for your audience. For example, you could use a call to action button, a link, a coupon, or a hashtag to encourage action.

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6 Follow the rules

The sixth and final element of a compelling story is the rule, or the guideline or principle that you need to follow to make your story effective and professional. The rule is what ensures that your story is clear, concise, and consistent, and that it meets the standards and expectations of the media and your audience. To follow the rule, you need to check your story for grammar, spelling, punctuation, and formatting errors, and avoid jargon, slang, or acronyms. You also need to tailor your story to your target media outlet and audience, and respect their tone, style, and preferences.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Priyanka Agarwal

Actively seeking opportunities in screenwriting
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- Am I addressing my target audience's pain points? How? - Have I done my research? - Is my copy clean and well-written? - Do I have a hook that makes me excited about working on the story above all else? - Am I applying the lessons learned from my previous pieces?

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Victoria Morgan

Data-driven storyteller & Communications consultant
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A great story for media will be one that surprises or entertains their readers. Increasingly, people will not see it via the media's own site, but via Google or social media. With each story, each media needs to hook people in, and hopes to make them click on another page. So each story will be judged on whether a 6-10 word title/summary will make a reader click on it or not. Build your pitches around this.

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What are the key elements of a compelling story for media attention?

1

2

3

4

5

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1 Hook the reader

2 Focus on the why

3 Use the power of emotions

4 Include credible evidence

5 Call for action

6 Follow the rules

7 Here’s what else to consider

Corporate Communications

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What are the key elements of a compelling story for media attention?

1

2

3

4

5

6

7

1 Hook the reader

2 Focus on the why

3 Use the power of emotions

4 Include credible evidence

5 Call for action

6 Follow the rules

7 Here’s what else to consider

Corporate Communications

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