finding and generating news
DESCRIPTION
This lecture focuses on how PR practitioners can better understand the role and paradigm of the journalists they pitch.TRANSCRIPT
Finding and Generating News
PR 313
Dealing with Gatekeepers
You may control the presentation of your press campaign, but you can’t control how it is used by journalists
Media Gatekeepers
Journalists are flooding by PR reps How do you break through the clutter?
Trading Spaces
Put yourself in the position of the journalist What will you respond to? What are the challenges you face?
Some challenges
Limited space Limited time Pressure to be correct Pressure to be “fair and balanced” Desire to tell the “truth” Information overload Competitive pressure
What can you do?
Target your campaigns intelligently Shape your pitch so that it conforms with
what the public and media will respond well to
Be a student of psychology and human behavior
Helping the Writer
By helping the writer/editor acquire the information, the PR person is directly involved in the research for the story In some cases, this can help “spin” the story in a
direction desired by the PR company
Inside the Mind of the Journalist
Journalists look for the following criteria when determining “what is news”
What is Newsworthy?
Timeliness Prominence Proximity Significance
Unusualness Human Interest Conflict Newness
Timeliness How recently did (or will) the event
happen? Live event? The more time that passes, the less
newsworthy a story is
Timeliness
When your client makes an announcement, you must make sure that the information reaches the media immediately Sometimes, you can give the press information
early so that they can prepare the news story in advance “Press Embargo” “Non-disclosure”
Timeliness
Tap into current events and holidays for possible news coverage
Find a hook that links your campaign to the news Example:
Movie download service Movielink gets publicity due to the media’s interest in the timely topic of movie piracy
Prominence Celebrity adds credibility and news value
to a campaign A marginal pitch might get coverage when you
add a well-known spokesperson
Prominence
“One” Campaign Enlisted celebrities to
call attention to the cause
Example
Katie Couric went on a media tour to discuss the importance of getting colonoscopy cancer-screening tests
20% increase in the procedure in the following months after the campaign
Proximity
Does your pitch have a local angle?
Proximity
Statistic: About 70% of all news coverage in business/financial sections focuses on LOCAL businesses
If you are doing a national campaign, customize a local pitch for each regional media outlet
Significance
How does the information impact the audience?
Create a pitch that addresses a concern or need of the audience
Significance
Example: After 9/11 attacks, there
was public concern about safety in high-rise buildings
“High-rise Office Parachute” product got tons of publicity
Unusualness
An unusual event or PR campaign might generate some news interest
Example: “World’s largest
sandwich” event sponsored by Bimbo Bakery (Mexico City)
Unusualness
Example: Amazon.com issues a
press release that promotes the site’s “number one” reviewer
Harriet Klausner has written over 12,000 reviews without pay for the site
Human Interest
Is there an emotional component to the campaign?
If it is “interesting,” then it may be newsworthy
Human Interest
Example: World AIDS Day is Dec. 1 Campaign to raise
awareness might include a personal story of someone impacted by AIDS
Media responds to the “human interest” angle
Conflict Conflict and tension tends to get news
coverage A PR campaign can jump into the
discussion/debate Use caution in these situations
Conflict
Example: Political PR campaign for pro-life vs. pro-choice Your candidate can gain publicity by aligning with
a particular side in the debate
Newness
If it is perceived as “new,” then it is elevated in news importance
Many PR campaigns repackage or reinvent something old into something “new” to gain publicity
Newness
Example: Tide detergent has been
“new and improved” each year for decades
Applying the News Criteria
As you strategize your PR campaign, you should look internally and externally to determine possible news angles to pitch
Internal
Conduct a needs assessment with your client What activities/initiatives/products/services
might be considered relevant to the media
Some Things to Consider
Is there anything new happening? Is there a high-profile personality involved
with a project? Is there anything unusual happening? Is there anything with human interest?
External
Look outside the organization for events or trends that you can tap into
Be pro-active in pitching the media about your initiative – within the framework of the larger news/event phenomena
Example
As a reporter, I often needed a legal perspective for some of my stories
One very media-savvy lawyer made a point to “reach out” to me Gave me her cell number Willing to help me research legal info Willing to give a quote Her career benefited from the exposure I got my quote/credibility
Creating News
A PR person can help to “create news” by understanding what journalists respond to
“Pseudoevents” Contests Polls and Surveys
Develop a Media Campaign Strategy
On the following slides, you will see several scenarios that require you to develop a media campaign strategy
Using the “news criteria” cited in the previous slides, develop your thoughts on how you would deal with the media on behalf of your client in each scenario
Media Campaign Strategy
Your findings should include: Who is/are the public(s) you are trying to reach? How will you reach them?
Develop specific strategies Include a local angle, if possible
What is your message? Include key “talking points”
Scenario No. 1 Lavoris Mouthwash is a
100-year-old brand It was the first consumer
mouthwash However, it is perceived as
stodgy and old-fashioned Sales are down and the
product is no longer carried by most retailers
Develop a strategy that can begin to revive this brand and change public perception
Scenario No. 2
Actor Tom Cruise is having a career crisis
He is getting negative press due to his strange public behavior and some bias toward his religious beliefs
Develop a strategy to help him turn the public perception around!
Scenario No. 3
Motorola was recently given an “F” grade by Greenpeace due to its poor support of recycling
Develop a strategy to help Motorola reverse the public perception that it is not eco-friendly
Scenario No. 4
FIFA (the organization behind the World Cup) is trying to take the sport to the “next level” in the U.S.
Despite massive global popularity, professional soccer is not too popular in the U.S.
Develop a strategy to increase awareness and enthusiasm for the sport
Scenario No. 5
Computer company Dell recently recalled several million laptop batteries due to concerns that they might catch fire
Consumer confidence is shaken in the company
Develop a strategy to win back the trust of consumers