The news is intended to be facts, but anyone willing to be in the spotlight wants to stay there, and there’s nothing wrong with a little showmanship. Start with the presentation, show the audience something that catches their eye and makes them curious, preferably something flashy that is beautiful, but just strange enough to be unique. Then the reporter flashes a smile, and says hello. Now it’s time for the story? No, not yet. First drop a few bread crumbs. Make some brief remarks that hint at an important story. Maybe they need to know, to avoid something bad, or maybe it’s the key that will finally give them the opportunity of a lifetime, but either way, they can’t hear it soon enough. But first, they need to know a few “facts”, facts that help them understand the story, and even as the audience chews on this appetizer, they can already tell it isn’t enough. But the reporter answers their questions before they say a word, and in an instant the audience learns “what happened”, and as the reporter rounds out his performance by remarking on how “sad and cruel” or “wonderful” it is to see something like that happen, the audience wraps their arms around this story, and takes it into their own personal model of how the world is, moral and all.