News is what
people don't want you to print. Everything thing else is ads.—William Randolph Hearst
News: Information the public expects to be factual and accurate. . . . —
PBS Teachers’ Guide
News: To capture the audience's
attention, news also focuses on and emphasizes the dramatic rather than the dull. It tells a story, after all, and feels compelled
to make its stories interesting. . . . — Lawrence K. Grossman, former
president of PBS and of NBC News
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- Don’t
send out a release when your switchboard is closed unless you include a direct-contact phone number.
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- When issuing releases to wire services, improve the likelihood, speed and accuracy of pickup by following
these tips:
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- Do
be nearby the phone when your release is issued.
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- Don’t
list just an e-mail address in the release for contact purposes, since confirmation will likely be by phone.
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News: Anything that interests a large part of the community and has never been brought to its
attention before. - Charles A. Dana, editor of the New York Sun
News: What changes people's behavior.
-Marty Schenker, executive editor, Bloomberg "Top News"
News:
What helps people make decisions. —Melvin Mencher, Columbia J-School
professor
News
is what I say it is. It's something worth knowing by my standards.--David Brinkley, former NBC news anchor
and commentator
'News is what I say it is.' That's the way it was in the old
school. --Tom Bettag, former ABC executive producer of "Nightline"
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- If
you’re not a large cap, do avoid releasing earnings the same day as a Microsoft.
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- Don’t
use cute or vague headlines.
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- Don’t
bury the bad news if you value credibility.
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