Fall 2015 3700 what is news

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DanFarkasOUClasses

news values

Education

So what is news
relevant
available
Information

Four CHALLENGES OF
MAKING NEWS
• Gatekeepers
• Shrinking news hole
• Fragmented mass media
• Information overload

WHAT CAN MAKE
NEWS: eight themes
• Timeliness.
• Prominence.
• Proximity. Local local local
• Geography. Area of interest….
• 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
• White papers
• Annual reports
• Deep dive the website
• Employee newsletters/magazines
• Ask questions. You’re the new kid, and
old people like it when new kids ask
questions.

HOW TO FIND NEWS
six EXTERNAL NEWS SOURCES
• Read, listen to, and watch the news. Link news
events to your organization.
• Polls and surveys.
• Trade publications. Can you take a small idea
and make it larger?
• Blogs. See trade publications.
• Social media, especially Twitter.
• See what other people in the field are doing.
Emulate and improve when possible

HOW DO YOU
CREATE NEWS?
• Pseudo-events:
• PR people use this to generate news coverage.
• You brainstorm to come up with
these ideas:
• If you follow news values, it’s not
Milli Vanilli.

Nine pseudo-events
for the toolbox
• Special events
• Ribbon cuttings, product releases,
milestones
• Contests
• Polls and surveys
• Top 10 lists

Nine pseudo-events
for the toolbox
• Product demonstrations
• Stunts: World’s largest, Guinness
Record-breaking
• Rallies and protests
• Personal appearances
• Awards

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Fall 2015 3700 what is news

1. #ouj3700 What is news?

2. So what is news relevant available Information

3. Four CHALLENGES OF MAKING NEWS • Gatekeepers • Shrinking news hole • Fragmented mass media • Information overload

4. WHAT CAN MAKE NEWS: eight themes • Timeliness. • Prominence. • Proximity. Local local local • Geography. Area of interest…. • Significance. • Unusualness. • Human interest. • Conflict • Newness. • New products or new uses for old products draw attention

5. THERE ARE TWO WAYS NEWS HAPPENS FIND IT CREATE IT:

6. HOW TO FIND NEWS INTERNAL NEWS SOURCES • Internal business documents • White papers • Annual reports • Deep dive the website • Employee newsletters/magazines • Ask questions. You’re the new kid, and old people like it when new kids ask questions.

7. HOW TO FIND NEWS six EXTERNAL NEWS SOURCES • Read, listen to, and watch the news. Link news events to your organization. • Polls and surveys. • Trade publications. Can you take a small idea and make it larger? • Blogs. See trade publications. • Social media, especially Twitter. • See what other people in the field are doing. Emulate and improve when possible

8. HOW DO YOU CREATE NEWS? • Pseudo-events: • PR people use this to generate news coverage. • You brainstorm to come up with these ideas: • If you follow news values, it’s not Milli Vanilli.

9. Nine pseudo-events for the toolbox • Special events • Ribbon cuttings, product releases, milestones • Contests • Polls and surveys • Top 10 lists

10. Nine pseudo-events for the toolbox • Product demonstrations • Stunts: World’s largest, Guinness Record-breaking • Rallies and protests • Personal appearances • Awards

Fall 2015 3700 what is news

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