#ouj3700

What is news?

So what is newsrelevant

available

Information

Four CHALLENGES OF MAKING NEWS • Gatekeepers• Shrinking news hole • Fragmented mass media • Information overload

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

THERE ARE TWO WAYS NEWS HAPPENSFIND ITCREATE IT:

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.

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

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.

Nine pseudo-events for the toolbox• Special events

• Ribbon cuttings, product releases, milestones

• Contests • Polls and surveys • Top 10 lists

Nine pseudo-events for the toolbox• Product demonstrations • Stunts: World’s largest, Guinness

Record-breaking • Rallies and protests• Personal appearances• Awards