JOURNALISM 370

January 23, 2011

WHAT IS NEWS?WHAT MERRIAM WEBSTER WROTE

• A: report of recent events• b : previously unknown information • c : something having a specified influence or

effect

WHAT IS NEWS REALLY?

CHALLENGES OF MAKING NEWS

• Publicists must know news values.• How do you find interesting news?• How do you develop interesting news?

CHALLENGES OF MAKING NEWS

• Gatekeepers• Shrinking news hole • Fragmented mass media • Information overload

OVERCOMING OBSTACLES

• Understand news values.• Target right media.• Keep in mind media and consumers’ needs.• Keep in mind employer’s objectives.• Keep in mind gatekeepers’ requirements.

WHAT CAN MAKE NEWS

• Timeliness.• Prominence• Proximity. Local local local • Significance.• Unusualness • Human interest.• Conflict • Newness. – New products or new uses for old products draw attention

THERE ARE TWO WAYS NEWS HAPPENS

• FIND IT• CREATE IT

HOW TO FIND NEWSINTERNAL NEWS SOURCES

• Internal business documents (e.g., annual reports, position papers)

• Employee newsletters/magazines • Be a roving reporter in your organization

HOW TO FIND NEWSEXTERNAL NEWS SOURCES

• Read, listen to, and watch the news• Link news events to your organization, as

appropriate • Polls and surveys • Trade publications• Blogs• Twitter• LinkedIn

HOW DO YOU CREATE NEWS

Pseudoevents are created to generate news coverage. You brainstorm to come up with these ideas:

• Special events– Ribbon cuttings, product releases, milestones

• Contests – Essay contests, eating contests, baking

competitions.• Polls and surveys

HOW DO YOU CREATE NEWSMORE PSUEDOEVENTS

• Top 10 lists• Product demonstrations • Stunts: World’s largest, Guinness Record-

breaking • Rallies and protests• Personal appearances• Awards

LESS TALKINGMORE THINKING

1. There is an ongoing cell reception outage impacting Verizon customers.

2. South Carolina Primary3. The weather might stink Sunday night.4. Second homicide of the year in Columbus. Happened

tonight. Suspect is on looks.5. Joe Paterno on his death bed,

WHAT WBNS ACTUALLY DID

5. Joe Paterno on his death bed, 4. Second homicide of the year in Columbus.

Happened tonight. Suspect is on looks.1. There is an ongoing cell reception outage

impacting Verizon customers.3. The weather might stink Sunday night.2. South Carolina Primary