In the book, Public Relations Writing and Media Techniques, chapter four discusses some ways for PR practitioners to find and make news. The information PR practitioners actually get into the media or published is known as publicity. Publicists need to know three things to be effective. First, they need to know journalistic news values. Second, they need to know where to find the news and how to give it an angle that will be the most interesting. Third, they need to be problem solvers and be able to be creative.
Publicists need to know factors that makes news. The author identifies the factors that make news in the chapter. They are timeliness, prominence, proximity, significance, unusualness, human interest, conflict, and newness. One of the factors that make the most sense to me timeliness. Is the story current? There are certain angles that can make the stories seem more timely. One angle is to make the story relate to an event or situation that is in the news already. When I read this part of the chapter it really made sense to me. The first thing I thought of was natural disasters and how almost immediately after they occur there are all these fundraisers or events to help benefit the victims. A lot of companies make news after these disasters because they are helping with recovering efforts. Their events and benefits are newsworthy and get into the media because they immediately relate to what is going on in the news.
Another factor mentioned that makes news is human interest. I also thought this point was important because I usually like to read or hear about real people that can humanize stories for me. I think that when companies use human interest to get into the news they are making a smart move because people really do like to hear about other people. When companies reach out to individuals and help others in need it makes me want to know more about that company or makes me at least want to pay attention to the product a little more.
The author explains that there are ways to create news such as special events, contests, special appearances, or awards. Some major special events listed are anniversaries, new product launches, or grand opening parties.
The special events section was extremely exciting for me to read about because I would like to work in event coordinating at some point inmy career. The book lists tips for PR staffs to consider when planning an event. One tip is to think about how the event will reflect on the brand identity and the message it will send to the consumers. When I read this tip I thought it was important because you want to make a good impression on the attendants of your event. You want to make sure your event makes them glad that they are your client and you want it to be something that they will remember and rave about. If they have a good experience they will think good things about your brand. Another tip given was to create fun visuals for the media so it will look good on camera. The last tip was to make sure you give the media a clear idea of what the visuals will be before the event. I think all three tips are great but the first one is obviously the most important to consider and should always be considered when planning the event.