4. CERTIFICATION
To be certified by NCE, experts must meet a
standard of credibility and interview-readiness
established by experienced, professional journalists.
7. MEDIA STRATEGY
• Think of the news media as a key client,
stakeholder or constituency
• Set goals
• Identify your target audience
• Define your message
• Decide on a media “mix”
• Devise a strategy to channel your content
• Capture feedback/process/refine/update
8. COVERAGE DRIVERS
NEWS-DRIVEN
• Your industry makes news
• A major story breaks relating to your field
• A pertinent topic is in the news or goes viral
• A relevant event is upcoming
YOU-DRIVEN
• You make news, hard or soft
• You present an effective story pitch
• You publish a book or other media project
9. WHAT JOURNALISTS
WANT
• Great stories and great storytelling
• Conflict, drama
• Passion, emotion
• Fresh, distinctive & compelling elements
• To be ahead of the competition
10. WHAT MAKES A GOOD QUOTE?
• Brief, clear & relevant
• First-hand account
• Key idea
• Reaction
• Insight, analysis or context
• Color, passion or emotion
• Memorable
