News coverage is a key component to an effective media relations strategy, as audiences seek out trusted sources of information and commentary. This trust rubs off on the people and organisations associated with those sources, and can help them build and sustain competitive advantage.
As a result, it’s important for businesses to ensure that the messaging they present in the media is accurate, honest and balanced. Those who don’t can find themselves on the wrong end of criticism from the public and even from politicians.
In addition to influencing perceptions of political figures and social issues, news coverage can also impact how we see ourselves and our health. For example, research has found that exposure to negative news can cause a rise in heart rate and a drop in blood pressure. This can ultimately lead to a number of health problems over time, including cardiovascular disease and dementia.
While there are many factors that can influence the content of news stories, proximity and prominence tend to be two of the most influential. Proximity refers to how close an event is to a specific audience or location, making it more likely that it will be covered, while prominence is related to the status or visibility of individuals involved in an issue, which can make them more appealing to journalists.
Framing – the way a story is positioned and presented to the reader – can also influence how we perceive an issue. Episodic framing, for example, focuses on isolated details and specifics; for example, if a city is struggling with an increasing homeless population, journalists might report the latest statistics, interview a few homeless people, and discuss potential solutions. Thematic framing, on the other hand, takes a broad look at an entire issue.