How to Get Your News…
In The News!
ees
David F. Ashton
East Portland News Service
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My Credentials
Bachelor of Science in Mass Media
Worked “both sides of the street”
both street
As a news gatherer
As
A a news generator
t
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What is News?
News is “what’s interesting” to
what s interesting
people who are receiving it
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What is News?
A story that answers the questions:
Why or how is this new?
What is different?
How does this affect me or those – or an
issue – I care about?
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What is News?
Ashton’s Acme
Accessories comes to
Portland
Is it new?
Is it different?
Does it affect me?
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What is News?
Ashton’s Acme
Accessories has big sale!
g
Is it new?
Is it different?
Does it affect me?
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Journalism vs. Publicity
Journalism is the activity of gathering
gathering,
writing and reporting news
Publicity is the activity of “supplying
information
information” to help market yourself or
your business, organization or cause
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Publicity Myths
It isn t cheap
isn’t
It isn’t fast and easy
y
It doesn’t create “buzz”
It isn’t a sole marketing tactic
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A View from the Editor’s Desk
Editor s
Lazy editors “fill up” empty space with
L dit ” t ith
anything they can find
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A View from the Editor s Desk
Editor’s
Good editors strive to
Allow in on-target stories…
on-
Create an expectation…
expectation…
p
Continue to fulfill the readers’
expectations
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A View from the Editor’s Desk
Editor s
If it’s news to the reader, it’s news to
,
the editor
Ask yourself
Why would I be interested in this?
Why is this useful?
useful?
Why is this appropriate now?
now?
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A View from the Editor’s Desk
Good editors don’t run
A press release
A prepared article
A supplied story
li d
Good editors do follow up by reporting
on stories that
i h
Look to be of interest to readers
Are timely
A ti l
Are located in the geographical coverage area
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Tune Up Your “YOU” Point of View
YOU
True fact: People don’t care about
You
Your organization
Your event, project or mission
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Tune Up Your “YOU” Point of View
YOU
Best practice: replace
“our ” “me” and “my” statements
our, me my
with
“you” and “your” statements
y y
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Tune Up Your “YOU” Point of View
YOU
From the reader’s/viewer’s point of view:
reader s/viewer s
Why i this interesting – t th ?
Wh is thi i t ti to them
them?
What is new – to them?
them?
What is different – to them?
ff them?
How does this affect them – or those they
care about?
b t?
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Calendar Listings
Be diligent -- by covering all print, TV and online
listings
Be timely – with 60-day lead time for monthly
y 60- y y
publications
Be concise – with all facts in two sentences
No sponsor tags
Be reader-oriented – what do THEY get?
e reader-o e ted
eade at get
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A View from the Editor’s Desk
Editor s
I’d rather be sent an e-mail
e-
containing concise, bulleted facts
and passion…
p
passion…
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In Conclusion
Pitch a story – don’t write it
don t
Give all the facts involved
Write f
W it from the reader’s/editor’s point of
th d ’ / dit ’ it f
view
Put it in the body of an e-mail
e-
Calendar listings 60 days out
g y
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