pr public relations

To an editor, an item is newsworthy if he feels his readers, listeners or viewers will find it interesting and/or useful. What's newsworthy to the editor of Field & Stream is, of course, quite different that what's newsworthy to the editor of Cosmopolitan. However, all newsworthy items do have some things in common.

To uncover the newsworthiness in your business, think about your target customer. Put yourself in his or her shoes. What would make you excited? intrigued? provoked? Now, think about how your business provides some type of service, product or information that feeds into these reactions.

Remember our pitch letter opening for the accountant? You might think that being one of a hundred accountants in town might make it tough to be newsworthy, but "Americans who were unaware of a new tax break needlessly paid more than $5 billion in extra taxes last year -- and time is running out for them to get that money back." should make a few business reporters stand up and take notice. In this case, the accountant's target customers are individuals and business who file taxes. What gets them excited and intrigued? The notion that they may have some money due back to them. What will provoke them? The realization that there's a deadline to claim that money.

Top PR Firms

Smaller but good PR firms that really deliver and will work with all budgets.

1. Champion Media Worldwide www.championmediaworldwide.com

2. Nothing But PR n/a

3. Clifford PR www.cliffordpr.com