Most of the stories for which you seek coverage are only moderately newsworthy and will have difficulty competing for exposure in the print and broadcast media. This half-day workshop explores ways in which "soft" stories can be "hardened" to legitimately enhance their news value.

Agenda

• What makes a story newsworthy
  • Relevance (impact, timeliness, proximity, credbility)
  • Topicality
  • Human interest
  • Controversy
• How to increase newsworthiness by using:
  • Speaking engagements
    • Finding the appropriate speaking platforms
    • Writing the speech and accompanying news release
    • Inviting the media
    • Getting your media kit to editors and reporters
  • Special events
    • Identifying appropriate events
    • Preparing and distributing an effective media kit
    • Accommodating the media at the event
  • One-on-one interviews
    • Identifying your news peg
    • Writing and distributing the news release and appropriate backgrounders
    • Calling the media to arrange for the interviews
    • Preparing for the interviews
  • Op-ed page articles
    • Identifying appropriate topics and media
    • Writing and distributing the articles to the media
  • "Self-help" or "how to" articles for community newspapers and technical articles for trade publications
    • Identifying topics and publications
    • Contacting editors
    • Writing the articles
    • Distributing the articles
• News conferences: When and how to hold them

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