Managing the Media for Free Publicity
| eihe: | Prentice Hall | |
| Author: | Annie Gurton | |
| Verlag: | Prentice Hall |
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There are lots of interesting points are wrote in this book, via the real experience of the professional who work in PR and Media Fields.
One of its aspects that impressed me is the way it present the ideas and use the simply but touching style of writing to convey the messages.
For instance… this topic
“Does a journalist want to know
about your product or you?”
.
(let’s see how the book firstly give the answer…)
.
“No – they are looking for stories and quotes. So the trick is to give them what they want (news, facts and quotes), which include your story.”
.
(so… it’s mean the naure of the journalist is…)
.
” ** journalist can write anything they want(provide it’s legal) – but they need input to create the copy.** “
.
(as a PR people… how can we work with?)
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“Journalist rely on people like you. They may serf the net, read the news, talk and gossip, but they also depend heavily on PR professional to:
- give them stories
- pass on rumours
- offer them quotes and opinions.”
From a snippet of a whisper the journalist will develop a news story idea. They may use your comments to flesh out an existing story.”
.
(what exactly the journalist want?)
.
“the journalist will not want to know about your product unless it has some clear relevance or impact on their audience. Present the information about your product so that it satisfies the journalist’s need to educate, entertain and inform the audience. “
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I think it gimme a basic aspects of the relationship between PR people and the press,
but it hit to the point which clarify me about the important issues to keep in mind.
- know who is who, both the journalist as the counterpart and the audience as the customer which living in mass or nitch culture.
- create the interesting stories for them… encourage the target audience to talk about our story.
- The use of new media tools and the growth of internet, keep an eyes on what people in cybersphere are interesting, keep updating and what are the places(websites) they are frequently going. Then, try to create or provide the stories among them.
last but not least…
- even the professional journalist won’t interest in your(our) stories (coz they tend to more interested in advertisement)… we still got chance to reach our audience… again “the new media” and the action of “Citizen Journalism“
So, what do you think?
Filed under: tale | Tagged: Book, Journalist, PR, Press, Publicity
