Finding and Making News

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<ul><li> 1. Finding &amp; Making News Public Relations Writing</li></ul> <p> 2. 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 3. What Makes News?TimelinessProminenceProximitySignificanceUnusualnessHuman InterestConflictNewness 4. 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 5. Prominence Use popular figures, like professional athletes, beauty queens or actors/actresses to generate publicity Not restricted to people- also extends to organizations 6. Proximity What are hometowners? Find a local angle Highlight various aspects of a persons (or companys) background 7. 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 8. Unusualness Anything out of the ordinary attracts attention Many products are ordinary, so its often a challenge to find something unusual to attract media attention 9. Human Interest People are interested in other people Interest is not restricted to celebrities We have the opportunity to humanize stories 10. 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 &amp; conflicts 11. Newness Constantly search for whats new? Journalists are often skeptical of claims that a product / service is new 12. 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 13. 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 14. 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 15. Generating Publicity Special EventsAwardsContestsPersonal AppearancesHow to Create NewsPolls &amp; SurveysRallies &amp; ProtestsTop 10 ListsPublicity StuntsProduct Demos 16. Special Events Increase public awareness &amp; attract attention What constitutes a special event? New product launches, major campaigns &amp; anniversaries are often accompanied by events 17. Contests Common device for creating news Requires extensive planning and legal considerations Tips Dos Plan early Establish credibility &amp; interest with the media Think local Donts Go at it alone Worry about the size of the prize Go to the media too often 18. Polls &amp; 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? 19. Top 10 Lists A potential alternative to polls and surveys Consider what topics are of interest to your audience 20. Product Demos Opportunity to show consumers or media reps how a product performs Can take a variety of forms 21. Publicity Stunts Highly creative &amp; visual Often receive extensive media coverage Planning and strategy are key Publicity stunt blunders can be costly 22. Rallies &amp; 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 23. Personal Appearances Incidental and objective News opportunity before and after event Send speech, news release or soundbites if possible 24. Awards Giving and receiving generates news coverage Can often be more hype than substance </p>