Transcript How news becomes news - California State Information

How news becomes
THE news …
…and how you can exploit it.
How news becomes the news
“See the ball, hit the ball”
How news becomes the news
Staged events
How news becomes the news
Do we really need four zones of climate control in an interior
cabin with 109 cubic feet? This feature was among nearly $20,000
worth of options included in the tested $105,000 S550 …
And this is just the very short list of things that can be had in the
'07 S550 sedan. If you want the unabridged version, you can cozy
700-page owner's manual
up with the
that comes
with the car…
"Car" really doesn't cover it. The S550 is a spectacular machine an automotive engineer's playground - packed with mind-blowing,
omigosh technology not likely to be seen in mainstream motor
vehicles for at least a decade.
- Mark Glover, The Sacramento Bee, April 21, 2006
Cherry picking from other stories
How news becomes the news
“… 700-page
owner’s manual…”
Cherry picking from other stories
How news becomes the news
Enterprise
Tips & Investigation
How news becomes the news
Press releases &
media advisories
THE BIG QUESTION:
How can my
department get
positive exposure
through the media?
The new world
We’re getting smaller:
•
•
•
•
Print circulation in slow decline
Ad revenue down
Staff shrinking
Print newspaper is smaller
The new world
We’re getting
BIGGER:
• Reaching more readers / users than ever
• Developing more niche news and entertainment
products for the Web (like The State Worker)
Learn to think like a journalist
• News judgment
– Conflict
– Impact
– Prominence or
celebrity
– Proximity
– Freshness
– “What the hell?”
• Production
– Speed/ease to
report
– Access to sources
– Access to data
– Familiarity with
topic
Learn to think like a journalist
Feed
the
BEAST
Scout the outlets
Who covers your department?
Who would you like to cover your
department?
What kinds of stories do they produce?
What geographic area do they cover?
What kinds of voices does the outlet seem
to prefer in its stories?
What do people quoted in those stories say
about the outlet?
Make it hard to say “no”
• Develop personal relationships.
• Build a sterling reputation.
• Become indispensable.
Send out media notices*
Press Release
FOR IMMEDIATE RELEASE: Wednesday, April 16, 2008
CONTACT: xxxxx xxxxxxxx, (916) xxx-xxxx
EMAIL: [email protected]
Way Less Opens First Fresh Market in Shadville
Grand Opening Celebration Offers Events, Entertainment and
Giveaways to Customers
*
At your own risk.
Ontario, CA – On Wednesday, April 30, the new Way Less store at
1000 East Howell Street in Shadville will officially open for
business, bringing exceptional customer service and signature oneof-a-kind shopping experience to the community.
With an inviting store ambiance and convenient store layout,
customers are sure to enjoy their newest neighborhood store, with
expanded product selection and convenient services, making a trip
to the grocery store more than just another chore.
“We are very pleased to be opening our newest Way Less in
Shadville,” said Way Less CEO, Chad Melville. “We look forward to
becoming a part of this special community. We warmly invite our
Shadville neighbors to come and discover the exceptional quality of
our meat and produce, our extensive wine and gourmet cheese
selection, along with our world-class customer service! All are
invited to visit, browse, and celebrate with us at the grand opening of
our newest Way Less Store.”
The grand opening of the new store brings an array
of celebratory events to Shadville, commencing with a
ribbon cutting ceremony on Wednesday, April 30 at
8:30 a.m. in the store. Community members and local
dignitaries will be onsite to kick off the opening day and
officially declare the store open for business, including
Farrell Jackson, the Mayor of Shadville and Mary
Guardiola, CEO of the Shadville Chamber of
Commerce. Customers will enjoy coffee and
refreshments, food sampling and many in-store
giveaways, including free bags of groceries throughout
the Grand Opening day. Later that afternoon, from 3:00
p.m. to 5:00 p.m. in the parking lot, customers can
sample savory, barbequed Tri-Tip and enjoy live country
and bluegrass music by The Bayou Boys from 5:00 p.m.
to 8:00 p.m.
The store celebration extends into the
weekend with Champion Pro Bull Rider Chad
Denton rounding up some fun in Shadville –
known as the ‘Cowboy Capital of the World’ –
with a guest appearance at Way Less from 4:00
p.m. to 6:00 p.m. on Thursday, May 1. On
Saturday, May 3, Joe Theismann, former
quarterback for the Washington Redskins
and NFL great visits the store from 11:00 a.m. –
1:00 p.m. for an exclusive autograph signing! At
the Something Extra Open House on Sunday,
May 4, guests will enjoy free sampling from local
vendors and cooking demonstrations
featuring authentic Latin cuisine.
The store features a wide array of services and foods specifically
designed for busy customers, including:
Fine Bakery and Fresh Deli, offering fresh-baked breads, prepared
salads and fully-cooked entrées ready to heat-and-eat
Full Service Meat and Seafood, featuring Black Angus Beef and
fresh seafood
Natural Foods, a signature department featuring natural
supplements and organic offerings
Produce Department, offering the best in certified produce and
organic produce
Street’s Coffee & Tea, serving specialty coffee drinks and exotic
tea blends
Gourmet Sandwich Shop, featuring grilled panini sandwiches
Soup Kiosk, pour a cup of gourmet, hot soup
Cheese Island, with dozens of gourmet cheeses to pair with food
and wine
Self-Service Sizzling Wok, offering hot Chinese food
Chef-Prepared Sushi, hand-rolled and made fresh every day
Fresh Take-and-Bake Pizza, delicious meals made to order
For customers to make the most out of their
shopping trip:
Self-Checkout, four do-it-yourself stands give
customers another option
Floral Department, offering beautiful prearranged fresh flowers and custom
arrangements
Guaranty Bank, an in-store branch allows
customers to shop and bank in one trip to the
store
Community Commitment:
Way Less also offers its customers an easy way to give to local
residents in need. The company brings a strong commitment to
each community it serves with its support of local food banks
through its own non-profit charity that gathers donations year-round
from customers and colleagues to help feed the hungry in the
communities each store serves. One hundred percent of donations
made in Shadville will go to the local chapter of The Salvation Army,
which serves families in need in the community.
###
Way Less is a privately-owned supermarket chain with headquarters
in Orinda, CA. The company has 420 stores - located in California
and Nevada.
I absolutely love PIOs who…
…understand the
Beast.
…have sources who will talk to me.
…have news judgment.
…can write punchy press releases.
…collaborate.
• Launched July 24
• Collaborative effort – first
discussed more than a year
before launch.
• Premise: Develop a blog for
state workers about state
workers.
July 24, 2008
Governor's threat jump-starts The State Worker
The governor's warning that he'll fire some state workers and whack the pay
of the rest if there's no budget by Monday has ticked off California's public
employees -- and prompted us to unveil The State Worker a week ahead of
schedule.
Our well-crafted plan was to debut this blog and an accompanying print
column next week. Events dictate otherwise, and we're opening up the blog
today …
Eventually, this issue will pass. A budget will get done. And this blog will roam
far and wide for topics that interest you. We hope you'll submit ideas, throw
us tips and keep us in line. We look forward to hearing from you.
• 600,000+ hits to the blog homepage and
individual posts.
• Gaining numbers: 47,500 hits from Dec.
29 through Jan. 4.
• Thursday column has become one of the
sacbee.com’s best-read features.
Looking for…
Individual awards
Departmental achievements
Service milestones
Special events
Facilities news
Any other state worker / workplace news