Public and private organizations frequently struggle with how to get their news covered by the media, whether their news is a fundraising walk, new construction project or a capital campaign. I’ve often heard acquaintances grumble that the media do not want good news, and the only way to make the 6 p.m. broadcast or morning headline is with a product recall, accident or other negative story.

Such cynicism is unfounded. Indeed, there is a way to get information placed in the media that has nothing to do with human tragedy or inside connections. Particularly in today’s tough economic times, both businesses and non-profits can be an asset to short-staffed news teams by providing ideas and inspiration for coverage.

The most important questions that need to be answered when suggesting a news story are, “what is the news?” and “why will readers/viewers want to know about it?” Make sure you can answer both questions before contacting the media.

Once you’ve established that you have a news story, put it in an interesting context. Timeless story angles include the economy and health-related subjects. Emotional stories also resonate, particularly when there is a David vs. Goliath angle. Consider stories currently in the news and how your business or non-profit might link to those stories. For example, is an alumnus of your school playing in the NCAA tournament? Has your human resources organization organized a Haiti relief program? Exclusivity is yet another angle to promote. Are you the only company in the U.S. to offer a new manufacturing technology? Is your company the first to offer organic foods in its employee cafeteria? Finally, celebrities always generate interest. At the 2007 Emmy Awards a southern Indiana bottled-water manufacturer provided its product in celebrity goodie bags and ended up getting press coverage as a result.

The calendar provides further opportunities for news coverage. March is National Nutrition Month, providing restaurants and food companies with an opportunity to serve as an expert on stories such as malnutrition and childhood obesity. April is always a good month to pitch stories with an environmental theme. May is National Nurses Month. You can also think back about anniversary dates for story ideas. This August will commemorate the fifth anniversary of Hurricane Katrina.

Finally, think about the nature of the media outlet. Television stations require a visual element, so be prepared to discuss what you will show or demonstrate. Also, be sensitive to the news production cycle. While newspapers may want a few weeks to work on a story and interview people, television stations typically do not consider story ideas until the morning assignment meeting held each day. Most trade and consumer magazines work with editorial calendars set months in advance. Current issues were written three to four months ago; editors are now working on coverage for July/August issues.

Don’t take rejection personally. Newsrooms often receive dozens or even hundreds of story ideas daily. Be pleasant and persistent, and your news-making efforts will generate results.

Susan Miller is owner of Ewing Miller Communications, an Anderson marketing firm. Her column appears Thursdays. Contact her at susan@ewingmiller.com.