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Finding and Making News (week 6) February 15, 2010

Posted by Chris Yates in PRCA 3330-Reading Notes.

     There are several obstacles to covering news media according to the authors of Public Relations Writing and Media Techniques . It is important to understand that the media gatekeepers are those who ultimately decide if something is newsworthy. Appeasing them is critical, but other obstacles, such as information overload or fragmentation of the media also stand in the way. In order to appeal to gatekeepers, news must be timely, or current, and should be significant in other ways (proximity, human interest, controversy, etc.). I think that if one knows what qualifies as newsworthy, then it is easier to determine how to generate quality news/publicity. When brainstorming for ideas, I think that it is important to keep thinking positive and be open to various possibilities.  Special events such as milestones or annual functions work well as do contests, especially those giving away cash prizes. In my opinion, the bottom line is to tap into the public’s “human interest” in order to evaluate news and publicity.


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