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We can break down journalists into four distinct types: The Storyteller, the Newshound, the Provocateur, and the Systems Analyst. Your goal is to find which kind of journalist is best suited to tell your story and create content that fits their needs. Here’s a brief explanation of each type.
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The Storyteller
The Storyteller's primary motivation is writing stories that connect people to each other and the matters that influence their lives. Storytellers create a good story and can turn even a dull story into compelling reading. They write stories that stay with you long after the facts have faded; however, their hunt for a good story can blind them to critical information.
When proving content for Storytellers, your goal is to create content where the most salient information is woven into the excellent story.
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The Newshound
With the Newshound, a good story is not enough. They pride themselves on exposing facts that are hidden or unknown. Their relentless curiosity drives them to seek out uncovered facts. The challenge with the Newshound is that context is often secondary to novel information.
Your goal for newsworthy content for Newshounds is to create an environment where the context of the facts is as compelling as the facts themselves.
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The Systems Analyst
Some journalists want to help us all make sense of the world around us. They are the Systems Analysts. These are the specialists of the media world. They pride themselves on uncovering root causes, key trends and important patterns that underpin a story. Their audiences see them as experts on a subject. While their audiences may be smaller than those of Storytellers and Newshounds, they tend to trust more deeply the advice provided by these journalists.
Your goal with this type of journalist should be to build trust and awareness of your understanding of a subject over time, so they turn to you as an authority.
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The Provocateur
As the name suggests, a Provocateur journalist likes to shake things up. They’re not interested in following the herd. They’re hunting for new ways of seeing the world or emerging trends. Provocateurs are particularly good at posing questions and challenging entrenched beliefs. The challenge for Provocateurs is that occasionally they can make too much out of outliers and exceptions.
Creating content for Provocateur’s journalists is an opportunity to disrupt standing beliefs. It’s also a chance to promote new ideas and solutions to an audience open to alternative views.
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Once you know the ‘who’, you need the ‘how’
Once you understand the different journalist personality types, you need to create compelling, illustrated content that pushes all their right buttons. Publishing that content in a manner that allows these various journalists to uncover stories their way is the role of your new Lookatmedia™ centre. Lookatmedia™ provides a space designed to appeal to the research journeys of journalists looking for stories that fit their unique voices and audiences.
