What's your idea of a good story?

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The media's idea of a good story and the client's idea of a good story are rarely in perfect sync.

That's the job of a good PR team: to find the client's news value (e.g. what the media wants) while crafting key messages that the coverage can deliver (e.g. what the client wants).

"Man bites dog" is the quintessential news hook because it's out of the ordinary. It also conveys many news values such as peril, conflict, controversy and human interest. These factors contribute to a good story. (If the dog is particularly cute, even better.)

By contrast, "dog bites man" is not a story unless its Paris Hilton's chihuahua biting David Letterman. The notion of celebrity is another important news value. If it's a name that everyone knows, then it's news (or gossip masquerading as news). This is why the 'red carpet' is a go-to feature at every club opening. Celebrities create news value where there otherwise isn't any--e.g. appearances at fundraisers, being 'spotted' at a restaurant, or being the spokesperson for a cause. How long until celebrity appearances become "dog bites man?" Or are we there already--particularly with reality TV pumping out celebrities faster than the Octomom?

In the world of business communications, "entrepreneur starts and grows successful business" is not a news hook. That's exactly what enterpreneurs are supposed to do--so it's a "dog bites man" pitch.

Did the enterpreneur overcome some adversity to achieve success? What makes this enterpreneur or company's success extraordinary? Is there some peril that threatens the hard-won success?

Just this morning, I read this post from a business magazine feature writer which perfectly illustrates the point: "I look for pitches about intriguing, controversial characters who are challenging the status quo. If you're going to pitch these people, I expect to get access to them for several days—over a period of time. Pitches should be thoughtful. There also has to be some tension. The best pitches make the client a little uncomfortable." [Emphasis added.]

When a great story comes together with strong messaging and a client that understands what it takes to earn the media's attention, it's a heavenly match and one of the real joys of our profession.