Indlela yokufaka iNdaba engenzi nzuzo kwiMidiya

Yenza ngexesha elifanelekileyo, i-Newsworthy neLingenekayo

Ngoko uthumele ukukhululwa kweendaba kwi- press . Okanye mhlawumbi wenza umnxeba okanye uthumele i-imeyili intatheli malunga nesiganeko sakho, inyaniso yokuba umbutho wakho umisele umlawuli omtsha, okanye ukuba ufikelele kwiinjongo eziphezulu zokuxhasa imali.

Kwaye umnyatheli waphawula, akazange aphendule, okanye wayeduka.

Yintoni oyenzile? Eyona nto ininzi yethu ayiyizintatheli kangangokuba kunzima ukufumanisa ukuba kutheni elinye ibali lisuka kumaphephandaba kwaye omnye akenzi.

Kunokukunceda ukwazi ukuba amajelo azibuza imibuzo emithathu xa ebhekene nebali elibonakalayo. Bazi:

• Kutheni ngoku?
• Kutheni ezi ndaba?
• Yintoni?

Iimbali ezininzi zeengcamango ezingenzi nzuzo aziwaphulaphuli iindaba, kwaye zingabonakali zifanelekileyo kwaye ziphathwe kakuhle kwiindaba zokuqala.

Nangona kunjalo, u-Katya Andresen, obhala incwadi ephazamisa umhlaba kule minyaka emininzi edlulileyo, ubonisa oku kulandelelanisa amacandelo ethu okungaziphathi kunye nokubenza bavakalise intatheli.

• Yenza okukhethekileyo. Ukuba umthombo weendaba ufumana ibali eliphawulekayo kuqala, lingaqwalasela iindaba ezikhulu kuba ziya kuba ne "scoop" ezenza zibukeke zilungileyo.
• Yenze ihluke okanye ingaqhelekanga. Iindaba ezitsha, iveli, okanye i-original ziindaba kuba zi "gee whiz". Oku kungabangela ibali kwikhasi eliphambili okanye phezulu kweyure.
• Yibandakanya igama elikhulu. Inkcubeko yethu ibonakala ixhamle kwiidumileyo, ngoko ukongeza udumo kumbali wakho kunokukwenza kube mnandi kumajelo afanelekileyo.

• Yiya ekugqithiseni. Naliphi na into ephezulu engasetyenziselwa kwibali - yokuqala, inkulu, encinci, indala-inokubonelela nge "gee whiz".
• Dlala iinqanaba. Ingquzulwano okanye ingxabano iindaba. Amabali anomculo wamabonwakude kunye nabadlali. Imfazwe phakathi kwamacala omabini idala umdlalo kunye nemvakalelo, ukuphakamisa, mhlawumbi, ukukhupha umcimbi kwiindaba ezibandakanyekayo.

• Yiba yinxalenye yesisombululo. Amajelo athetha kakhulu ngefuthe elibi lemiba esiyifunayo ukujongana nayo. Ukuba siyakwazi ukubeka isigxina sethu njengebali "ezilungileyo" zeendaba ezilungileyo, kuya kuba ngqalelo kwingqalelo. Ukuba umbutho wakho ufikelele isisombululo, maziwa.
• Faka ubuso kwibali . Ukuthotyelwa kweengalo zomntu kwanoma yiphi na iindaba kuba iintatheli zihlala zikhangele ukubeka ubuso bomntu kumabali abo.
• Newsjack ibali likazwelonke: Abangenisa amaphephandaba bathanda indawo yengingqi kwiindaba zeendaba ezizwe. Kuyabanceda banikele ngombono wendawo kwinto esele yenza iindaba. I-Newsjacking idinga ukuba uqaphele ukuphula iindaba uze ubone ukuxhamla kwakho. Yithi, kukho iqhwithi ekhwela ngenye indawo, kwaye inhlangano yakho ithumela amavolontiya ukunceda. Vumela inkcazelo yakho yangaphakathi ukuba yazi ukuba. A
• Ukubonelela ngemifanekiso . Amaphephancwadi kunye namaphephancwadi bathanda iifoto, kwaye abaculi bamaphephandaba kufuneka bazise iziboniso zokufumana ibali emoyeni. Makuvumele ukuba i-media outlet ikwazi ukuba loo mathuba esithombe ayatholakala. Ukuba ujongene nomshicilelo omncinci, unayo imifanekiso yakho yokwenza igalelo. Unako ukwenza ukuba zifumaneke ngegumbi lakho lokusasaza kwi-intanethi .

Ukufumana umdlalo wakho wendawo unomdla kwizinto ezingenzi-nzuzo ezenzayo kuthatha ukucinga njengomlobi-ntatheli, ukufumana izihloko eziza kubhenela inani elikhulu labantu, ukuthayibhela kwiindaba eziphulukileyo kwenye indawo kunye nokuzilungisa ibali.

Kwakhona, ungaqhagamshelani ne-press. Qinisekisa ukuba unento enokubhenela ngaphambi kokucela ukufumana ingxelo. Emva kokuba unikezele amabali amnandi kakhulu aphelile, oonxibelelwano bakho beendaba baya kuhlala baze baqaphele xa beva kuwe.

Isibonelelo: Ukuthengiswa kweeRobin Hood: Ukweba iCandelo leNkampani elithengisa ukuThengisa izizathu nje , uKatya Andresen, ngo-2006, uJossey-Bass.