Professor Side’s New PR Course, Part 2: “News Value—The Essence of Strategic PR”

This is the second installment of Professor Side’s new PR course.

Last time, we focused on “strategic PR,” but
this time, we will discuss “news value,” which is essential to strategic PR.

News value means “the value of news,” and it is an important keyword when creating or shaping news. News value has many aspects, but a simple example is the “visual” element, as symbolized by “Instagrammable” content.

In particular, videos and photos that are not seen in everyday life can be said to have high news value.
In other words, by being mindful of the “visual” aspect, the news becomes more valuable. In today’s world, where smartphones are ubiquitous, this element is essential for any kind of news.

Conversely, when you do not want to make something into big news—for example, in crisis communications cases such as an apology press conference—
you can also apply this “visual” way of thinking.

At an apology press conference following corporate misconduct, the ideal choice is a middle-aged president who looks like someone you might see anywhere—someone who seems like he would be drinking beer at a neighborhood izakaya.

This is because the “visual” meaning becomes as close to zero as possible.

A young and beautiful president, or a foreign president with refined features,
would be at a disadvantage because they stand out “visually.”

In conclusion, the “visual” point can be said to be the main yardstick for determining—whether the news is good or bad—
whether the news itself is “interesting” or “not interesting.”

*Questions are accepted at the email address below.
kyoju@ssu.co.jp