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actually lives in Pawtucket, Idaho, will the story What prompted them to act the way they
be important in Southern Oregon or Longview, did? If you tell their stories, your article will
Washington? The Proximity test determines rate column space in the local newspaper—
whether a story will play well in the local market. perhaps to be picked up by the wire services
Of course, depending on the story, it might. across the world.
For instance, if the building Leonard bought
is owned by Toastmaster Henry, your local car If you are chuckling, thinking this
dealer, it will pass the proximity sniff test— article doesn’t apply to you, let me dispel
depending on the angle of the story. that thought. The same criteria that guided
editors across the globe to decide what was
Prominence (anybody we know?) printed, applies to you today—whether you
Big names (politicians, business leaders, are creating a blog, facebook posting, piece
for your club newsletter, or (who’d a thunk
celebrities, or Toastmaster Henry) tied to your it??) your next speech. Apply the criteria to
story will guarantee that it passes the Prominence every piece you write, and you will develop a
test. In our scenario, Henry’s reactions to the sale following of avid readers. Best of all, you will
of his building will make this story interesting gain a reputation for providing interesting
and newsworthy. and memorable content that people will
flock to your club to hear. If people flock to
Impact or Consequence (so what?) your club, and your club provides a quality
How many people will your story affect? If meeting, membership will skyrocket.
Toastmaster Henry donates the money from After all, isn’t that why you are writing
the sale of his building to the local homeless your article—to attract people to your club,
shelter, thereby getting more people off the meeting, open house, etc? The media used is
streets, that’s newsworthy! just the vehicle to share your news or story.
Think of this criteria as the “so what” test. If The next time you write a press release,
your story has consequences for your audience, article for the local newspapers, or post
it will pass the Impact or Consequence test with a blog check it against the five critiera of
flying collors. newsworthiness—is it timely, is it close to
home, is it about anybody we know, who will
Human Interest it affect, and/or does it tug at our emotions.
Does your story tug at the emotions? People love If it doesn’t, rewrite until it does. Newspapers
inspriational stories of struggle. They want to might be as archaic as buggy whips, but
know the ups and downs, and how your subject the lessons learned over the years are still
faces their challenge every day. If your story is a newsworthy.
human interest story, all of the criteria tests can
be waived. Think about our two Toastmasters, Next month, we will explore how to create
Leonard and Henry. Leonard won the lottery a flyer that draws visitors to your next event.
and shared his largesse with the clubs in his
area. Henry donated his profits to help house
the homeless. Two stories waiting to be told.
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