What is News?
What is News | News Appeal | Write a News Release | Communication Tools | Communications Plan
News is timely information that is relevant to readers (or listeners). It could be a new product, a new service, a new development, new enterprise or a new way of doing business.
Ask yourself the following questions:
* What is significant to the public about your services/event?
* How does your expertise, event or unique service help the community?
* Are there trends in society that you are reflecting?
* In what areas can you be seen as an expert?Five things determine news:
1. Impact - "... the largest local bank merger in history ..."
2. Oddity - "... the one-millionth customer in your store ..."
3. Conflict - "...we oppose the governor's call for ... "
4. Known principal - "The chairman today announced ..."
5. Proximity - "The regional manager today announced ..."Have your press materials contain as many of these elements as possible.
Publicity is the goal of most public relations campaigns. Publicity is not just free advertising, but editorial coverage. Channels for publicity include the general media, technical publications, special interest consumer publications, secular publications, newsletters, broadcast media, electronic wires and databases, and, of course, the Internet!
Other communications tools include newsletters, brochures and press kits that YOU generate; feature articles in publications; direct mail; testimonials; speeches; seminars; special events, and responding to the media.
Ways to respond to the media:
* News releases The pitch letter
* Letters to the Editor
* Sponsor a public forum or press conference
* Speak directly with reporters/editor
