How to Write News Properly for Marketing Communications Professionals
What is the definition of news? It is a general term that can be applied to many different types of news stories. An example of news is newspapers, magazines, books, radio, television, video and other digital media, including social networking sites like MySpace. An example of non-news is Internet discussion forums. While the two forms of news are useful in their own way, they are often used together to generate opinions about specific issues.
When news of an event occurs that is of interest to the public, people read about it in the media and discuss it. This discussion continues to take place until a consensus has formed around an opinion or a point of view. With media advocacy, this process becomes even more complex. Media professionals who have opinions about an issue often write about it, while others contribute articles to websites, making their voice heard over the din of discussion. Their position gives them a voice in what is essentially a pitched battle.
In an effort to give voice to their opinions, many bloggers make up a news story, which they then submit to free news sites to publish. Some write commentaries on the stories, using either both a personal viewpoint or a corporate one. Others will simply use the story as an opportunity to promote their own business. Whether the pitch is pro-business or pro-consumer, a blogger’s pitch is aimed at a specific customer or reader. They will often quote a large number of people, whose comments will give them a statistical insight into the public mood, allowing them to refine their pitch until they find the right message for their audience.
When it comes to using news in marketing communications, a seasoned professional knows that a piece of news can be used in a number of different ways. They know that there are many different types of news, each with different purposes and different audiences. For instance, one might write a brief article about the recent ruling in favor of gay marriage, and then use it in an advertisement for a legal service that they offer. The same article, but rewritten to fit a different slant, might be posted on a blog to attract a different type of reader.
The best way to learn about news and how it can be used in marketing communications is to take journalism courses. At the end of the year, you will have a series of project deadlines to meet. You must complete them quickly to keep your grade from being docked. One of the easiest ways to make sure that you get the most out of your assignment is to learn as much as possible about the news that you will be writing about. Don’t rely only on newspapers or television for news. Read as much as you can, because knowledge is power.
No matter who you are writing for, customers appreciate honesty. If you are writing for a newspaper, tell the truth about a story. If you are a marketing communications professional, tell the truth about your business. Tell the truth about anything, including the opinions that you have about certain topics. As an example, if you are writing an article about a controversial subject, do not criticize the person or the product involved in that situation, particularly in a negative light. That sort of news story does not help anyone, and will be used as the basis for a negative news story in the future.