CHALLENGES OF MAKING NEWS• Publicists must know news values.• How do you find interesting news?• How do you develop interesting news?
CHALLENGES OF MAKING NEWS• Gatekeepers• Shrinking news hole• Fragmented mass media• Information overload
OVERCOMING OBSTACLES• Understand news values.• Target right media.• Keep in mind media and consumers’ needs.• Keep in mind employer’s objectives.• Keep in mind gatekeepers’ requirements.
WHAT CAN MAKE NEWS• Timeliness.• Prominence• Proximity. Local local local• Significance.• Unusualness• Human interest.• Conflict• Newness. – New products or new uses for old products draw attention
THERE ARE TWO WAYS NEWS HAPPENS• FIND IT• CREATE IT
HOW TO FIND NEWS INTERNAL NEWS SOURCES• Internal business documents (e.g., annual reports, position papers)• Employee newsletters/magazines• Be a roving reporter in your organization
HOW TO FIND NEWS EXTERNAL NEWS SOURCES• Read, listen to, and watch the news• Link news events to your organization, as appropriate• Polls and surveys• Trade publications• Blogs• Twitter• LinkedIn
HOW DO YOU CREATE NEWSPseudoevents are created to generate news coverage. You brainstorm to come up with these ideas:• Special events – Ribbon cuttings, product releases, milestones• Contests – Essay contests, eating contests, baking competitions.• Polls and surveys
HOW DO YOU CREATE NEWS MORE PSUEDOEVENTS• Top 10 lists• Product demonstrations• Stunts: World’s largest, Guinness Record- breaking• Rallies and protests• Personal appearances• Awards
LESS TALKING MORE THINKING1. There is an ongoing cell reception outage impacting Verizon customers.2. South Carolina Primary3. The weather might stink Sunday night.4. Second homicide of the year in Columbus. Happened tonight. Suspect is on looks.5. Joe Paternoon his death bed,
WHAT WBNS ACTUALLY DID5. Joe Paterno on his death bed,4. Second homicide of the year in Columbus. Happened tonight. Suspect is on looks.1. There is an ongoing cell reception outage impacting Verizon customers.3. The weather might stink Sunday night.2. South Carolina Primary