Answering the "Who Cares?" of Media Messaging

As a former news reporter, I’ve asked a lot of questions over the years, but none more important than what I would ask myself when vetting a story idea: 

Where does it sit on the “Who Cares” spectrum? If a story was interesting, maybe it would reach a four or five, but I wanted nines and 10s - stories that mattered to as many people as possible. 

At the start of a media training workshop, I’ll assess a client’s messaging via baseline interview. I’ll hear things like “XYZ transport is pleased to announce the hiring of 100 new employees,” or “URmoney Financial Advisors is offering free budgeting classes at its Lincoln Park office.” While the messages are valid, they wouldn't grab a reporter’s attention.

To create better messaging, I advise clients to think WIIFM - What’s In It For Me? - because that’s what their audience is asking. Courting media coverage not only begins with what an organization wants to say, but truly understanding their audience. Who are they? What motivates them? What do they need to hear? 

Sometimes I’ll ask clients to drill down and visualize a member of their audience. Someone they need to reach to be successful. Are they male or female? How old? What’s their occupation? If the spokesperson is able to reach that one person, there’s a good chance their messaging will resonate with the rest of their audience as well. The reporter is never your audience, they’re a conduit to it.

Here’s how I’d revise the aforementioned messaging to move it closer to 10 territory: 

• “By increasing its workforce, XYZ Transport’s customers are seeing significantly improved delivery times.” 

• “With the launch of its bi-weekly budgeting classes, URmoney is tackling the No. 1 cause of personal bankruptcy – financial illiteracy.” 

The reworked statements don’t just provide greater context, they do a better job of spelling out why people should care. They’re also short, easy to remember and would fit seamlessly into a reporter’s story.

As a media trainer and overall communications consultant, I encourage my clients to keep pushing. How could they transform a five message into nine or 10? As I mentioned earlier, reporters are not your audience, but they are the gatekeepers. Help yourself by helping them understand why your story matters.