Capturing and maintaining attention is a significant challenge in the constantly changing world of communications. A recent study from Harvard Business School, “What Is Newsworthy? Theory and Evidence,” highlights a key insight that communications professionals can utilize: the importance of surprise in influencing public interest. 

Recognizing that newsworthiness is frequently determined by surprising information, communicators can create messages that engage audiences more effectively, whether in political campaigns, corporate messaging, or advocacy efforts.

 

The Role of Surprise in Media Coverage

One of the Harvard study’s most intriguing findings is that the element of surprise often shapes news coverage. 

The Harvard researchers analyzed decades of news coverage from major networks and discovered that stories were more likely to receive attention when they deviated from expected patterns. For instance, unemployment news was more frequently reported when joblessness rose, representing an unexpected deviation from the norm. 

Military casualties in Iraq were reported at higher rates than those in Afghanistan, not necessarily due to editorial bias but rather because of the relatively unexpected nature of events.

Audiences are drawn to messages that defy expectations.

Applying the Element of Surprise in Strategic Communication

We already utilize the ‘ Element of Surprise ‘ in political advertising, particularly in direct mail and digital media. We integrate data and research with captivating headlines and visuals to craft messages that stand out. 

However, this strategy is frequently limited to politics. Whether championing a cause, marketing a brand, or handling a crisis, strategic communicators should present messages that intrigue and surprise the audience.

How to Integrate Surprise Into Your Communications Strategy:

  • Craft Unexpected Narratives
      • Instead of relying on conventional storytelling, identify angles that break from expectations. For example, instead of stating that a product is “the best,” highlight an unexpected feature or benefit that sets it apart from competitors. Look at this ad for the Apple Watch. The ad was not about telling time or integration with your laptop; it was about saving lives – It Saves Lives: https://www.youtube.com/watch?v=XRwkZWowI8o 
  • Leverage Data to Find the Surprises
      • Just as the Harvard study used historical forecasts to measure unexpected outcomes, communicators can analyze trends to identify surprising insights. If a company’s market share increases unexpectedly despite an industry downturn, that becomes a compelling story. Data-driven storytelling is compelling in thought leadership and public affairs.
  • Use Visuals and Headlines That Capture Attention
      • A striking headline or an unexpected statistic can differentiate engagement from indifference in political advertising and issue advocacy. This principle applies to all platforms, whether a press release, social media campaign, or investor presentation.
  • Make the Audience Care
      • Information alone isn’t enough. The message must emotionally resonate and convey the urgency of the unexpected insight. If it aligns with their values or challenges their assumptions, it has a greater chance of making an impact. Refer back to the It Saves Lives ad above. 
  • Apply It to Crisis Communication
      • Enhance your narrative by introducing surprising, factual elements that redirect the conversation rather than merely defending against negative coverage. For instance, companies or public figures can present solutions or unexpected commitments that reshape the public’s perception instead of responding defensively to a crisis.

Example: When airlines face backlash after multiple flight delays and cancellations during the holiday season.

Try: “We hear you. We know delays are frustrating, and we are taking immediate action to ensure you reach your destination as quickly and safely as possible. We have deployed additional tech support, reassigned staff to high-impact areas, and are working closely with air traffic control and weather experts to navigate these challenges efficiently. Your safety remains our top priority, and we appreciate your patience as we work to get you in the air.” It will enhance your statement if you can provide the number of people reassigned or deployed. 

Why This Works:

✅ Acknowledges frustration (‘We hear you. We know delays are frustrating.’)
✅ Reassures passengers (“We are taking immediate action.”)
✅ Outlines specific solutions (tech support, personnel shifts, coordination with experts)
✅ Emphasizes safety and efficiency (“as quickly and safely as possible”)
✅ Expresses appreciation (“We appreciate your patience.”)

Shift the narrative from problems to solutions while maintaining transparency and trust.

The Harvard study reinforces what many communicators instinctively know: novelty and surprise drive engagement.

In today’s fast-paced media environment, we are all competing for attention. Those who understand the power of the unexpected and use it wisely will win the battle for relevance.