fall 2015 3700 what is news
TRANSCRIPT
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#ouj3700
What is news?
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So what is newsrelevant
available
Information
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Four CHALLENGES OF MAKING NEWS • Gatekeepers• Shrinking news hole • Fragmented mass media • Information overload
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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
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THERE ARE TWO WAYS NEWS HAPPENSFIND ITCREATE IT:
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HOW TO FIND NEWSINTERNAL 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.
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HOW TO FIND NEWSsix 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
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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.
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Nine pseudo-events for the toolbox• Special events
• Ribbon cuttings, product releases, milestones
• Contests • Polls and surveys • Top 10 lists
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Nine pseudo-events for the toolbox• Product demonstrations • Stunts: World’s largest, Guinness
Record-breaking • Rallies and protests• Personal appearances• Awards