I find that most journalists are happy to cover something if you can help them explain why the current situation is different, better or special.
In a former public affairs job, we had the mandate to inform the public via a press release every few months of the same thing…for eternity. Dave C decided to make it different, better and special just by taking a creative look at it. He used the fact we were on our two hundred and fifty something iteration to highlight the training event’s endurance and proven effectiveness. “U.S. Forces Liberate Pineland for the 254th time,” the headlines read. It gave us a venue to talk about what was important and why we must maintain the resources, operational support, approvals and authorities to do it.
This applies to much of the stuff military public affairs does. Training, graduations, Soldier/Airman/Sailor of the Year, even strikes against the enemies of our nation. How is what you’re covering different, better or special?
Too often we see factory, cut-and-paste releases which deserve more. “I don’t know why the media doesn’t cover this.” If only.
But watch out, cause your thing could be different in a way that’s worse. The media will cover that too.
And look, if what you are trying to cover isn’t different, better or special, don’t waste your time. Don’t cover it.
And so it goes.
Photo by Scott Sturkol
