apnba june 2008 conference ashton

How to Get Your News…How to Get Your News…In The News!In The News!e e se e s

David F. AshtonDavid F. AshtonEast Portland News ServiceEast Portland News ServiceEast Portland News ServiceEast Portland News Service

APNBA Business District Association Conference – June, 2008 1

My CredentialsMy CredentialsMy CredentialsMy Credentials

Bachelor of Science in Mass MediaBachelor of Science in Mass MediaBachelor of Science in Mass MediaBachelor of Science in Mass Media

Worked “both sides of the street”Worked “both sides of the street”Worked both sides of the streetWorked both sides of the streetAs a news gathererAs a news gathererA tA tAs a news generatorAs a news generator


What is News?What is News?What is News?What is News?

News is “what’s interesting” toNews is “what’s interesting” toNews is what s interesting to News is what s interesting to people who are receiving itpeople who are receiving it



A story that answers the questions:A story that answers the questions:A story that answers the questions:A story that answers the questions:

Why or how is this new?Why or how is this new?Why or how is this new?Why or how is this new?What is different?What is different?How does this affect me or thoseHow does this affect me or those or anor anHow does this affect me or those How does this affect me or those –– or an or an issue issue –– I care about?I care about?



Ashton’s Acme Ashton’s Acme Accessories comes to Accessories comes to

Is it new?Is it new?PortlandPortland

Is it new?Is it new?Is it different?Is it different?Does it affect me?Does it affect me?



Ashton’s Acme Ashton’s Acme Accessories has big sale!Accessories has big sale!

Is it new?Is it new?

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Is it new?Is it new?Is it different?Is it different?Does it affect me?Does it affect me?


Journalism vs. PublicityJournalism vs. PublicityJournalism vs. PublicityJournalism vs. Publicity

JournalismJournalism is the activity of gatheringis the activity of gatheringJournalismJournalism is the activity of gathering, is the activity of gathering, writing and reporting newswriting and reporting news

PublicityPublicity is the activity of “supplying is the activity of “supplying information” to help market yourself orinformation” to help market yourself orinformation to help market yourself or information to help market yourself or your business, organization or causeyour business, organization or cause


Publicity MythsPublicity MythsPublicity MythsPublicity Myths

It isn’t cheapIt isn’t cheapIt isn t cheapIt isn t cheap

It isn’t fast and easyIt isn’t fast and easyyy

It doesn’t create “buzz”It doesn’t create “buzz”

It isn’t a sole marketing tacticIt isn’t a sole marketing tactic


A View from the Editor’s DeskA View from the Editor’s DeskA View from the Editor s DeskA View from the Editor s Desk

L dit “fill ” t ithL dit “fill ” t ithLazy editors “fill up” empty space with Lazy editors “fill up” empty space with anything they can findanything they can find


A View from theA View from the Editor’s DeskEditor’s DeskA View from the A View from the Editor s DeskEditor s Desk

Good editors strive toGood editors strive to

AllowAllow in onin on--target stories…target stories…AllowAllow in onin on target stories…target stories…

CreateCreate an an expectationexpectation……pp

Continue to Continue to fulfillfulfill the readers’ the readers’ expectationsexpectations



If it’s news to the reader, it’s news to If it’s news to the reader, it’s news to ,,the editorthe editor

Ask yourselfAsk yourselfWhy would I beWhy would I be interestedinterested in this?in this?Why would I be Why would I be interestedinterested in this?in this?Why is this Why is this usefuluseful??Why is this appropriateWhy is this appropriate nownow??Why is this appropriate Why is this appropriate nownow??


A View from the Editor’s DeskA View from the Editor’s Desk

Good editors don’t runGood editors don’t runA press releaseA press releaseA prepared articleA prepared articleA li dA li dA supplied storyA supplied story

Good editors do follow up by reporting Good editors do follow up by reporting i hi hon stories thaton stories that

Look to be of interest to readersLook to be of interest to readersA ti lA ti lAre timelyAre timelyAre located in the geographical coverage areaAre located in the geographical coverage area


Tune Up Your “YOU” Point of ViewTune Up Your “YOU” Point of ViewTune Up Your YOU Point of ViewTune Up Your YOU Point of View

True fact: People don’t care aboutTrue fact: People don’t care about

YouYouYour organizationYour organizationYour organizationYour organizationYour event, project or missionYour event, project or mission



Best practice: replaceBest practice: replaceBest practice: replaceBest practice: replace

“our ” “me” and “my” statements“our ” “me” and “my” statementsour, me and my statementsour, me and my statements

withwith

“you” and “your” statements“you” and “your” statementsy yy y



From the reader’s/viewer’s point of view:From the reader’s/viewer’s point of view:From the reader s/viewer s point of view:From the reader s/viewer s point of view:

Wh i thi i t tiWh i thi i t ti tt thth ??Why is this interesting Why is this interesting –– to to themthem??What is new What is new –– to to themthem??

ffff ??What is different What is different –– to to themthem??How does this affect How does this affect themthem –– or those they or those they

b t?b t?care about?care about?


Calendar ListingsCalendar ListingsCalendar ListingsCalendar Listings

Be diligentBe diligent ---- by covering all print, TV and onlineby covering all print, TV and onlineBe diligent Be diligent by covering all print, TV and online by covering all print, TV and online listingslistingsBe timely Be timely –– with 60with 60--day lead time for monthly day lead time for monthly yy y yy ypublicationspublicationsBe concise Be concise –– with all facts in two sentenceswith all facts in two sentences

No sponsor tagsNo sponsor tagsBe readerBe reader--oriented oriented –– what do what do THEYTHEY get?get?e eadee eade o e tedo e ted at doat do getget



I’d rather be sent an eI’d rather be sent an e--mail mail containing concise, bulleted facts containing concise, bulleted facts

and passionand passion……pp


In ConclusionIn ConclusionIn ConclusionIn Conclusion

PitchPitch a storya story –– don’t write itdon’t write itPitchPitch a story a story don t write itdon t write itGive all the facts involvedGive all the facts involvedW it f th d ’ / dit ’ i t fW it f th d ’ / dit ’ i t fWrite from the reader’s/editor’s point of Write from the reader’s/editor’s point of viewviewPut it in the body of an ePut it in the body of an e--mailmailCalendar listings 60 days outCalendar listings 60 days outg yg y
