I have been watching the Democratic National Convention – the coronation of Barack Obama. Much has been written over the last decade or two about the irrelevance of the major parties’ conventions, how they don’t really mean anything since nominees are almost always decided through the primaries system.

But ever since I campaigned for George McGovern as an eight-year-old, got separated from my dad at a rally in St. Louis (only to be consoled by Big George personally at the side of the stage), stayed glued to the 1972 DNC and sobbed like the baby I was when he lost in a landslide to Tricky Dick, I have enjoyed the spectacle.

In 1972 there was a lot on which to report. In 2008, there’s not a lot new to say. The Senate’s elder statesman, Ted Kennedy, provided some drama on Monday night, as he found enough energy to get to Denver to address – and I hope not say farewell to – his family’s party.

Tuesday night of course was Hillary Clinton’s turn. The story that the media has concocted is that of whether female voters who had backed Clinton would change their allegiance to Obama. Journalists covering the convention seem determined that this conflict exists, even though I have not seen any research conclusive enough to show that such divergence is significant.

What woman who originally backed Clinton would in her right mind would vote for John McCain over Barack Obama? Unless it was out of some deep-rooted psychological, spiteful grudge, it makes no sense at all.

And I am willing to bet that it is, in actuality, a non-issue. This is a conflict that may be fashioned by the media to bring viewers a dramatic “story” where otherwise one does not exist. It comes from the adage that, if you repeat it enough, people might think it’s true.

As PR professionals what can we learn from this? Well, if you have a decent conflict to bring to a journalist, your odds of getting his or her interest improve substantially. “News” is generally borne of conflict in varying degrees of severity. “Features” are interesting, but generally have little or no conflict. The more serious the conflict, the higher the entertainment value and, thus, the more prominent the news story.

PR professionals, though, will generally stay away from conflict. You want the company or product that you’re representing to be distinct. Introducing competing products or ideas to the pitch is anathema to what we’re taught to do.

But understanding and accepting that journalists need various sides to a story – the conflict – to become interested is the first step to understanding what “news” is all about.