If you could only read one thing, read this
Internal newsroom resource from WSJ leader is the best thing I’ve read this year
Stop what you’re doing and read this.
IFYCOROT (If you could only read one thing)
Robin Kwong, New Formats Editor at The Wall Street Journal, published a new guide for “Project Management in the Newsroom” from the Association for Project Management.
What was developed as an internal resource for newsrooms, is one of the most valuable pieces of intelligence on journalism intel to date.
Why is this so important? Because any credible public relations professional not only wants to hone their own practice but also understand the intricacies of journalism.
This is like being a virtual fly on the wall and get a sneak peek on process, procedure, hurdles and road blocks.
Bringing a story to life goes well beyond the initial “pitch,” and this could change how you propose your next story.
New areas you may consider adding to your outreach after reading this?
Positioning in terms of the various roles mentioned (support journalists in pushing it through)
Formatting by story stages
Post launch road map (can PR support this at all?)
Show how this supports a current news cycle and could impact readers or community
And more more thing…
I created an additional new resource that is a great save for anyone to reference before reaching out to media.
A new guide from our team, "Story Probability Guide," is a quick breakdown of story starter ideas.
It helps eliminate the "non-story" dilemma -- or all of the things media DO NOT want, like:
Product Updates
Non-Exclusive Content
Company Anniversary
Non-Innovative Partnership
Non-Household Name Acquisition
Local Involvement
Office Expansion or Renovation
Regular Sale or Discount
Vanity Metrics
Internal Restructuring
Personal executive achievement
Participation in non-industry events
In the spirit of staying practical and tactical, I’ll end here for now.
I’ll be back next week with more!
In service,
Sarah