Dramatic interest: Does an unknown factor somehow grab readers' or listeners' imaginations and not let go? As I'm writing this, a strike by teachers dominates headlines. And, we ask, "How long will strike last?" and "Will students be able to complete their school years?" Two questions with inherent drama in them.

Our fourth category, timeliness, kicks in most often around major holidays and important events. Most obviously, stories about Christmas spirit in December, articles about making and keeping resolutions in January, and gardening stories in spring. Many quick-moving media relations campaigns also connect with high-profile events.

Now, as you can imagine, stories often have overlapping characteristics, so for example, as teachers' strike goes on, we can expect articles about skipping traditional spring break holiday so students can catch up. That directly brings in both drama and timeliness. Indirectly, it also increases widespread interest, because others will be affected if spring break is cancelled (think of resort employees, for example).

Here’s where parallel with other communication comes in. If your other communication includes one or more, and preferably more of these characteristics, then it should be more effective. In fact, you might even start by asking yourself which characteristic you’ll try to include when you write your next memo.

In summary, by ensuring your story includes at least one of four characteristics, your media relations initiative is off to a good start. In addition, you'll improve your communication with other stakeholders.

A more recent development in this technology is cellular transmitter location, which is used to assist agencies in pinpointing approximate whereabouts of investigated. This sort of investigation technique was first used in a very high profile case in United Kingdom, namely murder of two young girls in a town called Soham called Jessica Chapman and Holly Wells, (http://news.bbc.co.uk/1/hi/england/2201146.stm). This technology is relatively new and although proved in a British court of law, does not necessarily mean that it is accepted throughout world. There are of course downsides to this technology. Simply by passing mobile phone in question to a colleague or accomplice with a disregard for law would mean that phone in question would be in another place at time of a phone call, and therefore not be at scene of crime in question. There is also problem with ‘Pay-As-You-Go’ type of phones, which have no legal tie to owner. This is something which is still to be addressed.

Author: Simon Steggles Director Disklabs Data Recovery and Computer Forensics including Mobile Phone Forensics http://www.disklabs.com http://www.mobilephoneforensics.com http://www.satnavforensics.com

"If automobile had followed same development cycle as computer, a Rolls-Royce would today cost $100, get one million miles to gallon, and explode once a year, killing everyone inside." - Robert X Cringely