What are the most powerful ingredients within an enterprise story? What is the element that can make journalists say "wow"? And what cannot be missing within a press release to attract media attention?
Four journalists tell their views about the elements that make a story "worthy" of media coverage.
Silvia Pagliuca (professional journalist - contributor to Il Sole24Ore and Corriere della Sera)
- What are the aspects that most strike you in a story?
Authenticity and behind the scenes: I don't like to tell about the destination; the most exciting part is the journey. Who were you "before"? What made you who you are today? Being authentic means being willing to reveal even the difficulties, the dark moments, the unexpected stops.
When telling success stories, one risks creating distance, rather than empathy, with the reader. Therefore, I believe it is essential to start with "human" elements. To remind ourselves, and remind everyone, that behind every seemingly perfect path, there are downfalls and restarts.
- What motivates you to tell the story?
I tell stories that I would like to read. To inform myself, but mostly to be inspired. To understand what drivers are driving disruptive choices, to intercept new trends, to analyze phenomena or events from the inside, giving voice to those who are protagonists.
- What are the basic elements that cannot be missing in a press release?
Reliable context data with sources. Data are essential for a story's value to be understood. Next: the timely description of the story presented and the impact generated. It is critical that the "why" emerges: why should that news story interest me and, consequently, my readers? What elements make it unique? Again: a commentary from/about the protagonist, to hear, right from the start, his or her voice. Finally, invaluable: photos.
Simone Cosimi (professional journalist - writes for La Repubblica, Wired, Vanity Fair, Oggi and several other newspapers)
- What are the aspects that most strike you in a story?
They are definitely the "extremes," whether they are of its exceptionality or its incredible normality. In general, however, there must be elements of newsworthiness, which are also related to the new dynamics of social and society, which are strong, but not necessarily unprecedented.
- What motivates you to tell the story?
For me, it's not so much getting there first as it is getting there well. Sometimes what drives me to write is the desire to disprove or to clarify and tell in a more careful way, news that has come out before and therefore can become a secondary source of insight.
- What are the basic elements that cannot be missing in a CS?
I may be saying a platitude, but definitely the news: press releases often contain soft or forced news and therefore lack solid roots. Therefore, there should always be something strong and not made-up, even if it means giving up some launches.
Another ingredient is numbers, so the ability to expand the news with documented and certified statistics with the indicated sources and a description of the context in which the reality being told is set.
Enzo Argante (professional journalist - contributor to Forbes, Il Sole24Ore, Ants)
- What are the aspects that most strike you in a story?
It is too easy to say that you have to look for the news. In fact, even that is a standard statement. Instead, perhaps one needs to identify the twist in the story: one aspect, significant and meaningful, that makes that information unique. The rest (data, statements etc.) will be a simple consequence of the attention gained.
What and how to identify the key is precisely the agency's challenge.
We need short, simple stories that allow readers to immediately connect with the simplified, impactful message.
- What are the basic elements that cannot be missing in a press release?
In the age of information overdose, the press release has the thankless task of hooking attention and piercing the traditional media armor. Only then does it provide the information. This is the most delicate step in which the CS conforms to the most brazen gimmick for the opening of an article.
Even now, at a time when syncopated social information dominates, instead agencies tend to provide as much information as possible that often makes the report cumbersome.
The communiqué must fit by fluidity into the river of information that solicits the journalist's attention and at the same time stand out from the others to have a chance of publication.
Simone Pazzano (journalist - contributor to Observe Beverage (A&F - Observe Republic Italy) and with Informacibo)
- What are the aspects that strike me most in a story?
The human aspect. Because even behind a great market trend or the resounding growth of a startup there is always an idea, an insight that can be traced back to a person or a group of people. And therefore a good story to tell. Personal experiences (including challenges, joys and difficulties) and human dynamics are what both the writer and the reader can draw great inspiration from.
- What motivates you to tell the story?
The thought of being helpful to the reader. The question I start with is always "how am I helping those who read me?"
A good journalist can never forget that everything he or she writes must serve the readers. I try every time to make sure that at the end of the article the reader is left with something really useful. It can be practical information such as an emotion, an example to follow or a new restaurant to try.
- What are the basic elements that cannot be missing in a press release?
Data and sources are essential. You can have a beautiful and interesting story, but if you provide sloppy information, it is the same as not having it. A journalist needs numbers, industry studies, resources to support the content and, of course, the sources from which they are drawn.
The worst press release is the one that only magnifies the press office client and uses wondrous adjectives; the best is the one that also accompanies the story with an industry overview by providing a broader and more detailed point of view.
I would add that in an era where content is found everywhere and unchecked, and some of the work is also made to be done by AI, accuracy in reporting data and sources is vital.
