Next time you have that press release in front of you, check how many of Johan Galtung’s and Mari Ruge’s boxes it ticks?
Never heard of them? Well, neither had I until stumbling on their research the other day. In short, they’re two Norwegian academics who, in the 1960s, identified 12 factors which determine whether an event would be covered in a newspaper.
Does your press release include the following?
These factors included frequency, unambiguity; meaningfulness; unexpectedness; reference to elite nations or elite people; reference to people; reference to something negative.
So, the answer I suppose is, if you haven’t got a President or a Prime Minister to quote, make sure you can tick as many of the other boxes for the perfect, news coverage guaranteed, press release.