finding and making news

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Finding & Making News Public Relations Writing

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Page 1: Finding and Making News

Finding & Making NewsPublic Relations Writing

Page 2: Finding and Making News

The Challenge of Making News

Generate publicity

Effective publicist Thorough knowledge of traditional journalistic values Find and select news Problem solving skills and creativity

Obstacles to overcome in generating coverage Media gatekeepers Shrinking news hole Fragmentation Information overload

Page 3: Finding and Making News

What Makes News?

Timeliness Prominence Proximity Significance

Unusualness Human Interest

Conflict Newness

Page 4: Finding and Making News

Timeliness

One of the most important characteristics of news

Make a story angle in four ways Provide immediate notification Relate messages to breaking news Tap ongoing issues and controversies Relate messages to National Holidays

Page 5: Finding and Making News

Prominence

Use popular figures, like professional athletes, beauty queens or actors/actresses to generate publicity

Not restricted to people- also extends to organizations

Page 6: Finding and Making News

Proximity

What are hometowners?

Find a local angle

Highlight various aspects of a person’s (or company’s) background

Page 7: Finding and Making News

Significance

Any situation or event that affects a number of people = significant

Important to consider how many people are affected and who is affected

Be prepared for “So What?” question

Page 8: Finding and Making News

Unusualness

Anything out of the ordinary attracts attention

Many products are ordinary, so it’s often a challenge to find something “unusual” to attract media attention

Page 9: Finding and Making News

Human Interest

People are interested in other people

Interest is not restricted to celebrities

We have the opportunity to humanize stories

Page 10: Finding and Making News

Conflict

Opposing views on a topic of interest creates news Stating a position on a hot

topic or controversy often receives coverage

Be aware of ongoing public issues & conflicts

Page 11: Finding and Making News

Newness

Constantly search for “what’s new?”

Journalists are often skeptical of claims that a product / service is new

Page 12: Finding and Making News

How to Find News

Internal News Sources Become familiar with organization Do Research on your organization Look for clues on newsworthy events or situations

External News Sources How does this news event relate to the client or

organization? Look to Blogs and publications covering the PR industry

Page 13: Finding and Making News

How to Create News

Create public awareness to inform, persuade and motivate

Psuedoevents Examples: Miss America pageant, Super Bowl and Academy

Awards

Develop creative instincts

New eyes and ears, ask questions, be open to more possibilities, record ideas and capitalize on personal resources

Use brainstorming sessions

Page 14: Finding and Making News

How to Create News

Create public awareness to inform, persuade and motivate

Psuedoevents Examples: Miss America pageant, Super Bowl and Academy

Awards

Develop creative instincts

New eyes and ears, ask questions, be open to more possibilities, record ideas and capitalize on personal resources

Use brainstorming sessions

Page 15: Finding and Making News

Generating Publicity

How to Create News

Special Events

Contests

Polls & Surveys

Top 10 Lists

Product Demos

Publicity Stunts

Rallies & Protests

Personal Appearances

Awards

Page 16: Finding and Making News

Special Events

Increase public awareness & attract attention

What constitutes a special event?

New product launches, major campaigns & anniversaries are often accompanied by events

Page 17: Finding and Making News

Contests

Common device for creating news

Requires extensive planning and legal considerations

Tips Dos

Plan early Establish credibility & interest

with the media Think local

Don’t’s Go at it alone Worry about the size of the prize Go to the media too often

Page 18: Finding and Making News

Polls & Surveys

Public opinion is highly valued

Publicity-driven research is often an effective way of getting media attention

Credibility is key

Guidelines / Tips Use a timely topic Use a credible research firm Write questions carefully – what will be newsworthy?

Page 19: Finding and Making News

Top 10 Lists

A potential alternative to polls and surveys

Consider what topics are of interest to your audience

Page 20: Finding and Making News

Product Demos

Opportunity to show consumers or media reps how a product performs

Can take a variety of forms

Page 21: Finding and Making News

Publicity Stunts

Highly creative & visual

Often receive extensive media coverage

Planning and strategy are key Publicity stunt blunders can be

costly

Page 22: Finding and Making News

Rallies & Protests

Human interest and conflict = high news value

Ideal for television and newspaper coverage

Planning is key Media should be contacted prior to event Consider asking prominent figures to join

Page 23: Finding and Making News

Personal Appearances

Incidental and objective

News opportunity before and after event Send speech, news release or soundbites if possible

Page 24: Finding and Making News

Awards

Giving and receiving generates news coverage

Can often be more hype than substance