Filtrate the information

  • recommends to evaluate the importance of the information we want to send to the media according to the specificities of different media institutions; At the same time, it is desirable to have taken into account the resources of the press office and the specificity of the information to be disseminated. Develop several press releases tailored to each type of publication or publication broadcast, that is, for different audiences. You need to know who you are writing for and define exactly the audience you want to touch. If you understand how the press works and what is a news story for journalists, the next step is to search inside one's own organization, information that could provide the pretext for writing a release.


    The public relations specialists distinguish two types of news:


    A) Involuntary news - are unplanned, undisciplined and uncontrolled (for example, fires, explosions, natural calamities, people-related accidents, etc.) - In these cases, the communications will be immediately taken over by the press, because, through their novelty, the information has all the characteristics of a news story;


    B) Voluntary news - are those that can be the subject of planning, which are directed or influenced by members of the press office (e.g., looking for a new product, a plan for expansion, exhibiting, explaining the results of a meeting, etc.).