finding news when there isn't any

17
Finding News for Your Company…When There ISN’T Any Presented by TC Public Relations

Upload: tom-ciesielka

Post on 28-Nov-2014

517 views

Category:

Business


0 download

DESCRIPTION

Presentation by Tom Ciesielka at the Public Relations Society of America Suburban Chicago Chapter on June 12, 2012.

TRANSCRIPT

Page 1: Finding News When There Isn't Any

Finding News for Your Company…When There ISN’T Any

Presented by

TC Public Relations

Page 2: Finding News When There Isn't Any

Do you ever feel forced to pitch “trash” to the media?

Page 3: Finding News When There Isn't Any

N – No news value

U – Unimportant information

T – Too lengthy

S - Stalking

What makes media contacts N.U.T.S?

Page 4: Finding News When There Isn't Any

So, how do we pitch non-news for our clients/companies and not look stupid?

Page 5: Finding News When There Isn't Any

Step OneAsk yourself: What are the messages

about my company/client that transcend the news?

Page 6: Finding News When There Isn't Any

Toilet Talk

Page 7: Finding News When There Isn't Any

1. News Analysis

2. Client response

3. Message

4. Track proprietary media

list

Page 8: Finding News When There Isn't Any

Once upon a time………..

Story Arc

Page 9: Finding News When There Isn't Any

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.

Page 10: Finding News When There Isn't Any

Empire of the Air

Page 11: Finding News When There Isn't Any

“While I don’t have anything worth giving you, trust me

anyway. ”

Page 12: Finding News When There Isn't Any

I’m here to help provide the

best sources available

Page 13: Finding News When There Isn't Any

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…..”

Page 14: Finding News When There Isn't Any

The Right “Combination”

X

Page 15: Finding News When There Isn't Any
Page 16: Finding News When There Isn't Any

Making the

N – Notice

E – Editorialize

W – Wait

S – Save contacts

Page 17: Finding News When There Isn't Any

Tom [email protected]