This week filled some fundamental knowledge gaps for me. I understand the value of media coverage, and the media release process, but what ends up on the cutting room floor and what ends up in the media has always seemed abstract and subjective. Since the tutorial exercise of identifying newsworthy values in stories, I feel as though the gap is filled. In particular, the concept of proximity was really interesting. It makes sense that readers care about issues that are geographically close, but when looking at global issues in the news, it seemed to me that there was also social/cultural proximity. Issues that have geographic distance can still have proximity if they have strong cultural or social relevance. I hadn’t thought so explicitly about the timeliness of it either. It’s obvious now, that things that don’t make the news one day, may well make the news another day, depending on other events or coverage. It’s clear that media awareness is going to be really important. The examples discussed this week have shown me that its not just about hoping that a journalist or editor finds your work interesting enough to cover, but that being aware of what is newsworthy at a particular moment enables you to optimise the way that you communicate about your work to maximise publicity and coverage. It’s also about being aware and opportunistic. The analogy of surfing comes to mind. Watch the waves, ready with your board. Sometimes you have to bide your time, or change position/strategy, but then you pick your chance, and paddle like mad.