finding and making news
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Finding & Making NewsPublic Relations Writing
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
What Makes News?
Timeliness Prominence Proximity Significance
Unusualness Human Interest
Conflict Newness
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
Prominence
Use popular figures, like professional athletes, beauty queens or actors/actresses to generate publicity
Not restricted to people- also extends to organizations
Proximity
What are hometowners?
Find a local angle
Highlight various aspects of a person’s (or company’s) background
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
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
Human Interest
People are interested in other people
Interest is not restricted to celebrities
We have the opportunity to humanize stories
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
Newness
Constantly search for “what’s new?”
Journalists are often skeptical of claims that a product / service is new
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
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
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
Generating Publicity
How to Create News
Special Events
Contests
Polls & Surveys
Top 10 Lists
Product Demos
Publicity Stunts
Rallies & Protests
Personal Appearances
Awards
Special Events
Increase public awareness & attract attention
What constitutes a special event?
New product launches, major campaigns & anniversaries are often accompanied by events
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
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?
Top 10 Lists
A potential alternative to polls and surveys
Consider what topics are of interest to your audience
Product Demos
Opportunity to show consumers or media reps how a product performs
Can take a variety of forms
Publicity Stunts
Highly creative & visual
Often receive extensive media coverage
Planning and strategy are key Publicity stunt blunders can be
costly
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
Personal Appearances
Incidental and objective
News opportunity before and after event Send speech, news release or soundbites if possible
Awards
Giving and receiving generates news coverage
Can often be more hype than substance