finding news when there isn't any
DESCRIPTION
Presentation by Tom Ciesielka at the Public Relations Society of America Suburban Chicago Chapter on June 12, 2012.TRANSCRIPT
Finding News for Your Company…When There ISN’T Any
Presented by
TC Public Relations
Do you ever feel forced to pitch “trash” to the media?
N – No news value
U – Unimportant information
T – Too lengthy
S - Stalking
What makes media contacts N.U.T.S?
So, how do we pitch non-news for our clients/companies and not look stupid?
Step OneAsk yourself: What are the messages
about my company/client that transcend the news?
Toilet Talk
1. News Analysis
2. Client response
3. Message
4. Track proprietary media
list
Once upon a time………..
Story Arc
Ask your client for a brief analysis of the issue and to write out a couple paragraphs in response to where the story is currently at and where it is likely to go.
Empire of the Air
“While I don’t have anything worth giving you, trust me
anyway. ”
I’m here to help provide the
best sources available
Dear [insert reporter’s name],
I saw your article about [insert topic] today in the [insert publication]. Here’s information from another point of view that can help you as the story progresses…..”
The Right “Combination”
X
Making the
N – Notice
E – Editorialize
W – Wait
S – Save contacts