finding news when there isn't any
DESCRIPTION
Presentation by Tom Ciesielka at the Public Relations Society of America Suburban Chicago Chapter on June 12, 2012.TRANSCRIPT
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Finding News for Your Company…When There ISN’T Any
Presented by
TC Public Relations
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Do you ever feel forced to pitch “trash” to the media?
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N – No news value
U – Unimportant information
T – Too lengthy
S - Stalking
What makes media contacts N.U.T.S?
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So, how do we pitch non-news for our clients/companies and not look stupid?
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Step OneAsk yourself: What are the messages
about my company/client that transcend the news?
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Toilet Talk
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1. News Analysis
2. Client response
3. Message
4. Track proprietary media
list
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Once upon a time………..
Story Arc
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Ask your client for a brief analysis of the issue and to write out a couple paragraphs in response to where the story is currently at and where it is likely to go.
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Empire of the Air
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“While I don’t have anything worth giving you, trust me
anyway. ”
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I’m here to help provide the
best sources available
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Dear [insert reporter’s name],
I saw your article about [insert topic] today in the [insert publication]. Here’s information from another point of view that can help you as the story progresses…..”
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The Right “Combination”
X
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Making the
N – Notice
E – Editorialize
W – Wait
S – Save contacts