News as a hook for context
I’m not arguing that news organizations should create repositories of useless topics in the hope that one day some calamity will make those topics relevant. I’m saying journalists should ask themselves what’s most important for their communities to know, and cover it diligently. Not with the expectation that the coverage will draw an instant wave of traffic, but with the understanding that if it’s truly important, it will spark enough relevant news to draw a significant audience over time. And the more of that context we lay out, the more relevant we can be at any given moment. This is how we’ll begin to build relationships that matter with our communities.
preach it, brother.
