3330:Reading Notes Week of Feb. 15

20 Feb

Reading Notes for this week come from Chapter 4 of Dennis L. Wilcox’s:

Public Relations Writing and Media Techniques (5th Edition)

Finding & Generating News

Barriers to media coverage

  1. Gatekeepers
  2. Shrinking news holes
  3. Changing nature of mass media
  4. Information Overload

What makes news?

  • Timeliness
  • Prominence
  • Proximity
  • Significance
  • Unusualness
  • Human Interest
  • Conflict
  • Newness

Finding news

  1. Internal News Sources
  • Important papers- policy statements, anual reports, sales projections
  • Periodicals- current and previous copies of employee newsletters and magazines
  • Clipping files- clipped articles about the organization published in local, national, and international press
  • Other published materials- organizational brochures, speeches, slides, dvd’s, and sales materials

2. External news sources

  • Op-ed- newspaper piece that containg the views and opinions of individuals who are not on the staff  of the newspaper

*See page 106 for 32 ways to create news for your organization

2 Responses to “3330:Reading Notes Week of Feb. 15”

  1. michellev21 February 20, 2010 at 11:39 pm #

    Geez! Your blog puts my blog to shame Martine! I’ve never had a blog before (neither have you) but I guess your a much faster learner when it comes to social media!
    In your blog post about how to generate news, I think timliness is a key factor in getting your company’s news out there. For example, in a flu season, Tylenol would gets lots of coverage. Or during spring break and summer months, diet foods and nutritional information grace all the magazine covers. However, bad timing may make a usually interesting story irrelevant. For instance, trying to sell tickets to a cruise the day after it was reported that a major cruiseline ship sank and killed everyone on board. With instances like that, rather than try to push your product, use the timing to talk about how your product relates to what is happening at the time. With the cruiseship example, the other cruiseline could instead send out a report about they are taking precautions to make sure their ships do not sink.


  1. Michelle’s Semester of Comments « Michellev21's Blog - February 21, 2010

    […] https://prsocialmedia.wordpress.com/2010/02/20/3330reading-notes-week-of-feb-15/#comment-10 michellev21  February 20th, 2010 at 11:39 pm […]

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