PR LEADS Hosts Jerry Brown Seminar on "How to Make News"
(1/16/02)
PR LEADS hosted a phone seminar Jan. 16 with Jerry Brown, APR, media consultant and spokesperson trainer for Corporate Advocates, A Denver-based lobbying and PR firm. He has 20 years of PR experience, including 17 years with US WEST, one of the regional Bell telephone companies. He also has 20 years of experience as a journalist, including assignment editor in the Associated Press Washington bureau during Watergate. He discussed how companies can make news out of ordinary events.
Following are highlights of the seminar, courtesy of Dan Janal, president and founder of PR Leads.
News is whatever one reporter and one editor agree is news. For PR people to be successful in placing stories, you must create news hooks that show the reader how the story affects their lives.
He cited 25 ways to make news, but emphasized four key points to help create a solid news story:
Solve a problem
Useful information or tips
Identify a trend
Help the community
Jerry also said PR people must ask themselves five questions to create a successful pitch:
What do you want to accomplish?
What do you want the headline to be?
What are the three messages you want to say?
What messages would you like to avoid?
Who is your audience?
Jerry gave examples of how large and small businesses can adapt their stories to meet these guidelines, as well as how PR firms can work effectively with their clients to craft effective messages.
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