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If you want to get the attention of the press, you have to think like the press. I've been in public relations, one of the most difficult elements of the game to teach clients is that the press is not a service organization whose sole purpose is to cover what PR people pitch them. Their business model is simple; they exist to inform and entertain their readers, so they can grow their subscriber base and sell advertising against those numbers. Step one is to get together a power-packed pitch. According to the Associated Press Stylebook the preferred term for a press release is not press release; it's NEWS release. After all, it's not called a press-paper - it's called a NEWSpaper. Like it or not, public relations people don't get to determine what the news is. Only news professionals get to do that when they choose what to write, print or air.



So, just because your company opened a new store in Cincinnati, doesn't make it NEWS. However, there may very well be a nugget of newsworthiness that you can offer up to the press in order to get them interested in the opening of your store. Where do you find those nuggets? Read Your Local Newspapers -You can't find a news hook until you know what the news of the day actually is. And, because it changes every day, you need to stay on top of the news (or hire an agency to perform that function for you, and trust their judgment when they advise you of potential news hooks). Determine How Your Story is Relevant - This is the lowest hanging fruit in the news hook orchard. Look for anything in your business that is relevant to news taking place in your community or nationally. If you're opening a new bicycle shop in Los Angeles, then do some news searches to see what reporters have been writing about the area.



This strategy is known as "localizing" a national story, which every newspaper and TV producer loves. Because it's a national story, they are going to report it anyway, but they'd prefer to have a local hook so they can be more relevant to the local audience. Develop Stories That Have a Beginning, Middle and End - Make sure you tell reporters a full story. Let's use the bicycle shop as an example. Opening a bicycle shop may not be much of a story on its own, but what's the story behind the story? Did the owners overcome any unusual obstacles in fulfilling the dream of opening their store? Was the owner ever a competitive bicyclist? Have the owners used their knowledge of the sport or inventory to help any children's charities or causes? Are they active in their community? Identify the story behind the story, and you'll have plenty of opportunities to find a news hook that's relevant. Take Action - There is a reason why so many commercial enterprises and not-for-profit charities and community organizations partner up for special events - it's a win-win situation for everyone.



It's important for every commercial enterprise to be a good citizen and use some of their resources to help others, and it also helps to make sometimes un-newsworthy events relevant. Opening a bicycle shop isn't a big deal, but holding a grand opening event for http://alicewbryant.somebody.io/ a local children's charity makes the opening more relevant. If the owners use the event to help raise money and donate excess inventory to needy children, it is both a worthy venture and a genuinely heartwarming feel-good story worthy of news coverage. Helping people should be its own reward, of course, but that's also why newspapers and charities love these events. It not only gives editors and TV crews something joyful and happy to report, but it also enables the charities to get their messages out to the community at large. Your business improves its public image, and deservedly so, as long as the help is genuine and comes not from the pocketbook, but from the heart. At the end of the day, most of the time you can find news hooks in even the most mundane of news releases.



500. This grant is for freshman that are working on their undergraduate degrees. It may be worth looking into if you need some extra cash for the different things that you will need to purchase while you are starting your first year of college. Undergraduate students that are tennis players may want to try to apply for the World Team Tennis Donnelly Award. 5,000 each year that they can use toward their education. This is a large sum of money that will not need to be paid back and that is one less thing that you are going to need to worry about when it comes to your college experience. 5,000 each year and they will be for those individuals that are ages 14 to 18 who are in the top 100 of their age group and that have a grade point average of a 3.0 or higher. This is a great grant that can be accessed by students that really have their dreams set and that know what they would like to do with their lives when they are finished with their high school years.

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