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Any story which covers an important powerful nation (or organisation) has greater news values than a story which covers a less important nation.
An example of this would be any sort of celebrity that may be promoting a public service issue in an advertisement featured on television or printed.
Bad news – involving death, tragedy, bankruptcy, violence, damage, natural disasters, political upheaval or simply extreme weather conditions – is always rated above ‘positive’ stories.
This relates to public service advertisements because most public service ads are not advertising puppies and other good things, but only negative/bad things.
Events that are likely to have a continuing impact have a high value when the story breaks, as they will develop into an ongoing narrative which will get audiences to 'tune in tomorrow'.
The public service advertisements are continued throughout every year as the issues in society never really go away, this also could relate to the war being featured in the news for most of the year. (This relates to the Help For Heroes public service advertisements).
Obvious, but true. Stories which are easy to explain are preferred over stories which are not.
Keeping the figures simple, so people would be more likely to read it.
Newspapers are very competitive about breaking news - about revealing stories as they happen. 24 hour news channels such as CNN and BBC World also rate this value very highly.
Public service advertisements are shown at specific times, such as drink driving ads are shown at Christmas, and fire safety ads are shown closer to bonfire night.
News Values, are sometimes called 'News Criteria', and they determine how much prominence a news story is given by a media outlet, and the attention it is given by the audience.
This study was done in 1965, by Galtung and Ruge.
Does the event match the expectations of a news organisation and its audience? If a news story conforms to the preconceived ideas of those covering it, then it has expectedness as an important news value.
It sort of relates to public service advertisements, as it is expected of public services to advertise issues such as drink driving, stop smoking, domestic violence, etc.
Does matter when it comes to news stories. The bigger impact a story has, the more people it affects, the more money/resources it involves, the higher its value. This is also known as threshold.
The bigger the problem, the more it will need promoting, for example: that cancer would probably kill a third of the population.
Audiences supposedly relate more to stories that are close to them geographically, or involve people from their country.
If it’s particularly relevant to the person’s life, and something that you can recognise – such as local campaigns.
‘Dog Bites Man’ is not a story. ‘Man Bites Dog’ is. Any story which covers a unique or unusual event.
This doesn’t really apply to the public service ads, as it is not aiming for being unique, as it is a continuous issue.
Stories that centre on a particular person, because they can be presented from a 'human interest' angle, are beloved of newspapers, particularly if they involve a well-known person.
For example, Angelina Jolie had an operation (double mastectomy) for cancer, etc. Could relate to cancer awareness public service advertisements.
Also a major factor when setting the news agenda. If a newspaper or news programme is the first and only news organisation breaking a story, then they will rate that very highly. The UK Sunday papers are very fond of exclusives, and will often break a story of national or international importance that no one else has.
This doesn’t really relate to public service advertisements.
This is almost opposite to recency, in that stories that have been in the public eye for some time already are deemed valuable.
This sort of relates to public service advertisements as the issues that they advertise need to remind the audience that the issue is still there.