This is Dotson's presentation to the RTNDA last year. (I understand he did it again this year.)
Every story begins with a "Hey," as in, "Hey, give me your attention."
"You" is the reason why you should care about this story wherever you are.
"See" is the two or three facts you have in your story that nobody else knows.
"So" is why the viewer should care. In other words, "What does this story really mean?"