spring 2015 3700 what is news?
TRANSCRIPT
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#ouj3700
What is news?
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Memo feedback
• Good tone for the most part.
• Context if your friend.
• Ditch has and have. Have learned is passive. Learned is active.
• Remember what’s next and when. Use dates when possible.
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What is news in one word?
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Why is getting coverage tougher now than ten years ago?
• Gatekeepers
• Shrinking news hole
• Fragmented mass media
• Information overload
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WHAT CAN MAKE NEWS: 2310 recap eight themes
• Timeliness.
• Prominence.
• Proximity. Local local local
• Geography. Area of interest….
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WHAT CAN MAKE NEWS: 2310 recap eight themes
• 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 HAPPENS
• FIND IT:
• CREATE IT: Yes you can do this and be ethical.
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HOW TO FIND NEWS:read INTERNAL 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 NEWS:six 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?
• If you can’t follow current events, you can’t survive in PR for very long.
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HOW TO FIND NEWS:six EXTERNAL NEWS SOURCES
• Blogs. See trade publications.
• Social media, especially Twitter.
• See what other people in the field are doing. Emulate and improve when possible.
• If you can’t follow current events, you can’t survive in PR for very long.
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HOW DO YOU CREATE NEWS?
• Pseudo-events: • If you follow news values, it’s not
Milli Vanilli.
• If you don’t, you lose credibility.
• Credibility is all we have in PR.
• Don’t be dumb.
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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
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What isn’t news?
• Sales.
• Think about larger consumer value.
• Connect the dots.
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What isn’t news?
• Nobody cares about your new Vegan Burger.
• Reporters do care when there is a growing percentage of people seeking healthier protein options and how restaurants are trying to meet those needs.