This theme deals with how a situation's outcome can affect the public. Opening a new refinery in a low income neighborhood—such a situation can be good for job growth, but what about the potential risks that go along with it? Or, that tax hike may hurt now, but look at the wonderful community center built and staffed because of a few cents more on your cup of java or grocery bill.
There are a few more things a reporter considers before making calls and structuring his story. The issue is news to him or her if it has one or more of the following:
Proximity: Is it local or regional or national? In many cases, the closer to home, the better.
Prominence: How big of a role does this person or situation play in the area?
Timeliness: Did it just happen, or is it a thing of the past?
Oddity: Does the story have a strange twist?
Consequence: What effect did the issue have for the person or situation?
Conflict: Are there disagreements that stemmed from this issue?
Human Interest: Is this an interesting topic for the audience?
Nailing a Reporter's Thought Process
Now that you have a better understanding of what the reporter is looking for, you need to know how a reporter thinks.
Most people are linear thinkers. We tend to group our thought processes, much like an outline. A reporter, on the other hand, is creative and intuitive. Their thought process is all over the board.
During a media interview, which should go no longer than 30 minutes, a reporter begins asking questions to get you warmed up. Some questions may not seem related, but in the reporter's mind, it could lead to the major focus of the story. Remember, they are trained to turn small bits of information into a story in just a few minutes. The result—at about 28 minutes into the interview the reporter is actually turning the information said in just two minutes into a story. This is why it is so important to re-emphasize your key points right before the interview is finished.