An Idea A Day

PUBLIC RELATIONS DEVELOP YOUR NEWS SENSITIVITY Jim Blythe

NEWS HAPPENS ALL the time, and many PR firms concentrate on creating it rather than on latching onto it. However, there are only so many news stories that can come from a firm—and really very few that are all that riveting for the average audience.

On the other hand, though, there may be many news stories out there that have a bearing on your industry and on which you could comment for the news.

The idea

Amnesty International made good use of the 1999 visit of Jiang Zemin to Britain. Obviously the news media were eager to report the visit, so a week before the arrival of the Chinese ...