A Communicator’s Guide to Earning Media Coverage

A new AKCG communications guide offers public health communicators a practical framework for identifying stories with media appeal and turning organizational announcements into meaningful news coverage.

The article introduces the P.E.A.R.L.S. framework, which evaluates stories based on six characteristics: Person-Focused, Eccentric, Accessible, Refreshing, Local and Sharable. It encourages communicators to think like journalists by identifying who is affected, why a story matters now and how it connects to broader community issues.

 

The guide also provides questions and examples to help communications professionals develop stronger story angles, pitch relevant media and make organizational work more meaningful to audiences.