Department of Media and Public Relations National Media Highlights — January, 2006

What Can Media Relations Do?

  1. Determine “newsworthiness.”
  2. Foresee potential problems with a story.
  3. Remove barriers and improve access for reporters.
  4. Help influence outcomes.
  5. Identify the “ideal patient,” doctor, research and compelling story ideas.
  6. Meet deadlines.

What Can’t Media Relations Do?

  1. Control editorial content, story placement or news coverage.
  2. Review a story before it airs or goes to print.
  3. Guarantee news coverage.
  4. Miss a deadline.
  5. Make a story newsworthy if it is not.
  6. Replace a marketing campaign.

Story Guidelines: A Reporter’s Litmus Test:

  1. Is it timely?
  2. Is it unique?
  3. Is it controversial?
  4. Is it relevant to a large segment of the population?
  5. Is there a connection to a significant local/national/world event?
  6. Is there a well-known figure involve?
  7. Is there a “gee-whiz” or “Hey, Martha” element where you would tell a neighbor about this subject?

 


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