Media Training

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Media Training

• How to
• Control Your Message

2
What Makes News

• Conflict
• Scandal
• Controversy
• Struggle
• Wars
• Debates
• Put the opposition on defense

3
What Makes News

• Progress
• Scientific advances
• labour negotiations
• New legislation
• Unprecedented

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What Makes News

• Disaster
• Floods, earthquakes
• Major defeats
• Body count vs. Distance

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What Makes News

• Consequence
• Court decisions
• Cause and effect
• You smoke you die
• Fall from grace

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What Makes News

• Eminence and prominence
• The death watch
• Here they come, there they go journalism

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What Makes News

• Timeliness
• Yesterdays news
• Missed deadlines
• Not seasonal
• Capture something coming up on the calendar

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What Makes News

• Anniversaries
• Milestones
• One year later
• One decade later
• Elvis is still dead

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What Makes News

• Proximity
• The three safe questions
• Are they like us
• It couldnt happen here
• Theyre still starving
• Body count

10
What Makes News

• Make it Local
• Local impact on a national breaking story
• Look for the local angle

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What Makes News

• Fresh Angle on an Old Story.
• Take an old story and put a fresh twist on it.
• A dog show for the ugliest dog.

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What Makes News

• Respond and React.
• What is your response to the news others are
  making.
• What reaction do you have to new and breaking
  news developments.

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What Makes News

• Special Event.
• A huge conference, rally or gathering.
• Frame event to capture issue and importance.

14
What Makes News

• Novelty
• The water skiing squirrel
• The worlds largest, smallest, dumbest

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What Makes News

• Human interest
• Stories about children
• Stupid human tricks
• The shared universal experience

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What Makes News

• Trends
• Stories that suggest new opinions
• New behaviour patterns and attitudes
• You need three examples to show a trend is
  emerging

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What Makes News

• Sex and romance
• Gotcha, the sex scandal
• Forbidden love
• Sex war

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What Makes News

• Stories about people
• People not issues
• Through their eyes
• Peg it to a person

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Media Training

• How to
• Control Your Message