1. JOURNALISM 370
January 23, 2011

2. WHAT IS NEWS?
WHAT MERRIAM WEBSTER WROTE
• A: report of recent events
• b: previously unknown information
• c: something having a specified influence or
effect

3. WHAT IS NEWS REALLY?

4. CHALLENGES OF MAKING NEWS
• Publicists must know news values.
• How do you find interesting news?
• How do you develop interesting news?

5. CHALLENGES OF MAKING NEWS
• Gatekeepers
• Shrinking news hole
• Fragmented mass media
• Information overload

6. 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.

7. 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

8. THERE ARE TWO WAYS
NEWS HAPPENS
• FIND IT
• CREATE IT

9. HOW TO FIND NEWS
INTERNAL NEWS SOURCES
• Internal business documents
(e.g., annual reports, position papers)
• Employee newsletters/magazines
• Be a roving reporter in your organization

10. HOW TO FIND NEWS
EXTERNAL 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

11. 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

12. HOW DO YOU CREATE NEWS
MORE PSUEDOEVENTS
• Top 10 lists
• Product demonstrations
• Stunts: World’s largest, Guinness Record-
breaking
• Rallies and protests
• Personal appearances
• Awards

13. LESS TALKING
MORE THINKING
1. There is an ongoing cell reception outage
impacting Verizon customers.
2. South Carolina Primary
3. The weather might stink Sunday night.
4. Second homicide of the year in Columbus.
Happened tonight. Suspect is on looks.
5. Joe Paternoon his death bed,

14. 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