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Chapter 4: Finding and Generating News

February. 5. 2010.

Public Relations: Writing and Media Techniques

by Dennis L. Wilcox

Barriers to Media Coverage

  • Media gatekeepers
  • Shrinking news holes
  • Changing nature of the mass media
  • Information overload

What Makes News

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

How to Find News

  • Internal News Sources
  1. Important papers
  2. Periodicals
  3. Clipping files
  4. Other published materials
  • External News Sources
  1. Op-ed
  2. Soundbites

How to Create News

  • Brainstorming
  • Special Events
  • Contests
  • Polls and Surveys
  • Top 10 Lists
  • Product Demonstration
  • Stunts
  • Rallies and Protests
  • Personal Appearances
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