One of the first things taught to Assistant Account Executives (fresh out of college employees) at a PR firm is how to identify the news. News does not have to be catastrophic, dramatic, or awe-inspiring. Simplicity and normalcy have their place in the pages of publications too. The key is to turn the mundane into something relevant to a publication’s readership.
News is information that has value to the person who reads, hears, or sees it. The proliferation of the media—television, radio, newspapers, magazines, industry publications, even community newsletters—increases your chances of gaining publicity, but only if your news fits the particular needs of the media.
When viewed from the perspective of the media, a variety of information from your chapter can be newsworthy. The promotion of an employee; appointment of a staff member to a community, industry, or civic board; or an awards program might be newsworthy to an industry publication or small weekly newspaper. A unique viewpoint on a topic of interest in the community may be of interest to your local newspaper. (Wilcox et al. 2003). Projects that enhance the community or are unique to a region are great ways to get media attention as well. This rings even truer if a project saves a homeowner, community or developer money and or promotes green infrastructure reducing strains on the environment.
