Finding and making news
-A major purpose of many Public Relations programs is to provide information to the media in the hope that it will be published or broadcast.
-The resulting coverage is called publicity.
-The PR writer who writes and places stories in the media is commonly referred to as a publicity.
-The PR writer who writes and places stories in the media is commonly referred to as a Publicist.
Effective Publicists need to know 3 things:
1. Must be thoroughly familiar with traditional journalistic news values.
2. Must know where to find news and how to select the angle that will be most interesting to journalists and the public.
3. They must be problem solvers and come up with creative publicity tactics that effectively break through a forest of competing messages.
3 things to remember when creating a thorough news release is human interest, unusualness, and timeliness.