#1News reinforces the belief thatwe can discover information.
“[...] there are knownknowns; there are thingswe know we know. We alsoknow there are knownunknowns; that is to say weknow there are some thingswe do not know. But thereare also unknownunknowns — the ones wedon’t know we don’t know.”
News reveals the unknownunknowns, and we find securityin this.
#2News gives us a sharedinformation space with otherpeople.
• “I’m utterly lost”• “It’s been just awful”• “Being without papers is like being without shoes.”• “I just can’t seem to relax. I used to come home from work and relaxwith a paper. I can’t relax anymore. It’s terrible.”• “I miss the gossip, the dirt. It’s like taking part of my life away.”• “It’s pretty lonesome without papers. I feel a great void.”• “I just don’t feel right, that’s all. I can’t put my finger on it, but itupsets me.”• “I sleep on the sofa to make the time go before work. I work nights.Usually I lay down and read the paper. Now I just sleep.”
News connects us to otherpeople; it gives us a sense ofcommunity.
1. How the Internet has acceleratedmarketing news2. Why we love news3. How news helps us sell stuff4. How do we create, deliver, and analyzenews better?
1. Valentino’s2. Tomacelli’s3. Taste of the BigApple4. Boss’s5. Dominos6. Hy-Vee
The News Process1. Editorial2. Delivery3. Analysis
Editorial• Who do we write for?• What do we write about?• How do we write it?• What do we want the reader to do?
What is your biggest challenge?• “…newsworthy content. ”• “…the time to interview [experts]…”• “Quality writing…”• “Finding interesting, relevant, timelystories.”• “Lack of communication within theorganization about what is going on.”