Elements of Strategic Communication Plans (Ch. 2)

The media curve: stories grow over time. Here's how it works:

1. a story may start out small, like being featured in an organization's newsletter, for example.
2. Next, the story may reach publication on a national website, blog, or other journal
3. Reporters who monitor these national information sites for new information and pick up the story
4. Developments to a story are created and a major newspaper/ person will form opinions on the issue
5. The issue is catapulted by a large event that attracts national attention; it reaches front page news
6. Front page material finds its way to network television programs
7. Finally, after its fame, an issue will enter popular culture in the form of movies, television shows, etc.

One major example that came to me when learning this process of media coverage is that of Facebook, which (as everyone who has seen the movie knows) grew from one Harvard student's silly prank, into countless news stories, law suits, and today is considered a cultural phenomenon with its own spot in the dictionary. Without the media coverage, the site would never have grown so fast or reached so many followers. The phenomenon is huge, and the media curve holds in a large number of examples not as noticeable as that of Facebook.

After reading these steps to fame, it is obvious that the public plays a large role in forwarding the story to new publications. This means that public opinion is a key factor. An issue has to be strongly liked or strongly disliked to gain strong coverage. AND, if an issue is not shown in a favorable light to the public opinion, it is the job of the organization to change the public opinion. This entails knowing the audience (using research and opinion polls) and setting goals to work towards motivating public opinion towards your goal! As witnessed from the Media Curve, if you don't have the public on your side, an issue will not reach "pop culture" status.

Remember, every organization wants:

Positive media coverage, editorial endorsements, a great spokesperson, "go-to" media partners, an intriguing online outlet, and a chance to gain some advertising time (if monies are available).