Chapter 4 Notes

 

A major objective for many PR companies is to generate publicity for their employer or client.  Publicity can be defined as a means ro help achieve organizational goals and objectives.  Publicists should thoroughly understand the basic news values of:

1. Timeliness
2. Prominence
3. Proximity
4. Significance
5. Unusualness
6. Human Interest
7. Conflict
8. Newness

PR writers must constantly be up to date with current events and situations that may affect the organization and provide opportunities for publicity.  Obtaining problem-solving skills along with creativity is essential to generate publicity.  Some ideas for generating news include:

1. special events
2. contests
3. polls and surveys
4. top 10 lists
5.  stunts
6.  product demonstrations
7. Rallies and protests
8. personal appearances
9. awards

 

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