Publicity is an interesting concept. There is no shortage of opinion on what
it means and how it is used. From
a public relations perspective, publicity is messaging from your organization
that is deemed worthy of attention by the media. Although publicity as a rule is largely uncontrollable, PR
professionals are experts at finding the newsworthy wherever it exists. Great news comes in many forms, including:
1. Timely news: Have you ever noticed that certain groups of stories dominate the airwaves? Great stories snowball, causing more and more “spin-off stories.”
2. Significance: Does your story affect a lot of people? Then tell them about it!
3. Local/Proximity: Local news is founded on it. If you are important to the community you operate in, they should know about it.
4. Unusual: Sometimes life is predictable. It’s when it isn’t that we pay attention.
5. Human interest: If your story tears at the heartstrings, speaks to the human condition, or displays great feats of courage or ingenuity, people will pay attention.
6. New: Pretty simple. If it’s new it’s news.
7. Celebrity: Celebrities dominate public consciousness. This is definitely the easiest way to get publicity.
Publicity isn’t always easy to spot in your own work. Your best bet is to go to the experts! Public relations professionals are trained to see the newsworthy in your messaging. They can put you on the map!