Tips on Finding and Making News

March 1, 2010 kk00700

  1. The main elements of a news story are: Timeliness, Prominence, Proximity, Significance, Unusualness, Human Interest, Conflict and Newness.
  2. Some ways to create publicity for an organization are: arrange a speech, make an award, celebrate an anniversary, interview with a celebrity and many more.
  3. Effective publicist need to know three important things: thoroughly familiar with journalistic news values, know where to find the news and how to select the angle that best interests the journalist and public, and finally they must be the problem solvers and come up with creative publicity tactics to have the most interesting message.
  4. Four obstacles for a publicist to generate the message: media gatekeepers, shrinking news hole, reality that the traditional mass media is now fragmented, and information overload.
  5. Steps to take for making the efforts more effective: understanding news values, targeting the right media with your information, thinking continuously about the interests of the readers, keeping the client or employers objectives in mind, and exercising creativity in thinking about how to present the information in the best way.    

Public Relations Writing and Media Techniques 6th Edition – Dennis L. Wilcox

 Link to Book

Reading Notes for Chapter 4


Entry Filed under: Reading Notes - PR 3330

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