Four Secrets to Energizing Your News Story

Written by Rusty Cawley


Continued from page 1

The key is thatrepparttar analysis must at least appear to be objective and accurate.

The analysis allows reporters to take your story seriously. It also gives reporters a subconscious excuse to listen to their feelings.

3. Crisis isrepparttar 121037 inherent conflict withinrepparttar 121038 story. Without conflict, there is no news. This is what reporters mean when they talk about getting “both sides ofrepparttar 121039 story.”

Every story must have at least two sides. Ideally, forrepparttar 121040 news media,repparttar 121041 story has a hero on one side and a villain onrepparttar 121042 other.

You want portray your company as a hero that is solving a problem.

4. Energy is what results from mixing feelings, analysis and crisis inrepparttar 121043 right proportions.

Energy is what drivesrepparttar 121044 story.

It is what compelsrepparttar 121045 reporter to want to writerepparttar 121046 story. It is what compelsrepparttar 121047 editor to giverepparttar 121048 story good play.

It is what compelsrepparttar 121049 reader to finishrepparttar 121050 story, to remember your story, to pass it along to friends.

The PR Rainmaker knows: You never take onrepparttar 121051 media without putting on your game FACE.

Copyright 2003 by W.O. Cawley Jr.



Rusty Cawley is a 20-year veteran journalist who now coaches executives, entrepreneurs and professionals on using the news media to attract customers and to advance ideas. For your free copy of the hot new ebook “PR Rainmaker,” visit www.prrainmaker.com right now.


Two Cards You Must Have to Win at PR

Written by Rusty Cawley


Continued from page 1

If you want to create a story that will appeal to a journalist, you must begin with both of these cards in your hand.

Without newsworthiness or without timeliness, you should fold your hand. You have little chance at victory. There is no point in betting your time, money and effort trying to bluff your way to a win. The odds are stacked too heavily against you.

What does it mean to be newsworthy?

First, to be newsworthyrepparttar story must have significant impact uponrepparttar 121036 news audience. The fact thatrepparttar 121037 story interests you, or your client, or your CEO is irrelevant. This qualifiesrepparttar 121038 story only for your company newsletter.

To qualify forrepparttar 121039 news media,repparttar 121040 story must interest readers, viewers or listeners. If you want to place a story in an engineering trade magazine, then your story must interest a broad range of engineers. If you want to place your story in USA Today, then your story must interest a broad range ofrepparttar 121041 general public.

Second, to be newsworthy your story must identify a conflict, signal a change, deal with a problem or point out an oddity. A story that lacks at least one of these elements, by definition, cannot be newsworthy.

What does it mean to be timely?

To satisfyrepparttar 121042 need for timeliness, you must providerepparttar 121043 reporter with a news peg: a reason to tell your story right now.

Before Sept. 11, 2001, there was little interest inrepparttar 121044 news media inrepparttar 121045 Taliban. After Sept. 11, that lack of interest turned into a frenzy of interest.

What changed? The story became timely.

The Taliban issue had developed a news peg. There was now a reason to tellrepparttar 121046 story.

That’s an extreme example, butrepparttar 121047 lesson holds in any story situation. It’s not news that Xerox hired a new CEO two years ago. It is news that Xerox will get a new CEO this afternoon. The difference is timeliness.

By definition, news is timely. If you can’t tie your story to breaking news, or at least to very recent events, then shelverepparttar 121048 story. Your best bet is to wait for a future event will make your story timely once again.

PR Rainmakers play “tight and aggressive” at all times. They never let ego, emotion or outside pressure push them into betting on a losing hand. They insist that every story they take torepparttar 121049 news media include two essential cards: newsworthiness and timeliness.

Copyright 2003 by W.O. Cawley Jr.

Rusty Cawley is a 20-year veteran journalist who now coaches executives, entrepreneurs and professionals on using the news media to attract customers and to advance ideas. For your free copy of the ebook “PR Rainmaker,” please visit www.prrainmaker.com right now.


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