The information that the media considers as newsworthy for publicity

– By S. Sridevikripa

The key to media publicity is the newsworthiness of organization and its activities. There is no business that does not have any newsworthy information. Things that might seem ordinary to a firm may interest certain sections of the media as being important and newsworthy. The events that will immediately grab the interest of the media are:

  1. Opening a new business
  2. Launch of a new product
  3. Information regarding new tools, machinery or technology
  4. Future plans of an organization
  5. Information pertaining to tie-ups with foreign firms or with regard to signing up of agreements
  6. Information regarding big-league business orders worth more than a crore from within the country or from abroad
  7. Information with regard to a firm’s expansion or diversification
  8. Information with regard to receiving or presenting awards
  9. Information regarding things that are done for the first time in the state or in the country
  10. Information on appointment of franchisees, traders or dealers
  11. Information relating to the problems in the industry
  12. Information on the functions relating to commerce and business
  13. Information about a trade fair or a fashion parade

Be it the organisation looking for publicity or media itself, the ultimate aim of both these set ups is to reach out the public / target group with the information that interests them and that they are eager to know about. Information as said above will create an impression about the organisation and help it have a branding edge.


– By S. Sridevikripa

Functions of a PR agencyIndividuals and organizations wishing to build their image need a public relations agency’s help as it implements its expertise to enhance clients’ reputations through the media. PR professionals have the ability to analyze the organization, identify newsworthy developments, and can translate them into substance for publicity. The functions of a public relations agency include some or all of the following:

    • Identifying newsworthy information
    • Formulating suitable PR strategy and chalking out target-oriented media plan
    • Preparing and disseminating media releases
    • Arranging and fixing the schedule for press meet
    • Designing invites for the media
    • Arranging for photographers and videographers, if necessary
    • Sending reminders for ensuring good media turnout at the press meet
    • Preparing clients on expected questions and effectively fielding them during press meets
    • Providing valuable inputs of the company to the media at the press meet
    • Following up with the media for news coverage
    • Tracking and mailing the published news clippings to the clients
    • Creating and conducting special events for public outreach and media relations
    • Writing pitch notes about individual/firm and sending them to media
    • Responding promptly and efficiently in times of crisis situations

Such analytical evaluation of the information and transformation into a communiqué that is of interest to the media and easily understandable by the target audience will aid right projection.



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