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Broadcast News Writing, Reporting, and Producing, 4th Edition by Ted White

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12  Covering Planned Events

There are literally thousands of corporations, politicians, special-interest groups, nonprofit organizations, government agencies, and other individuals and groups looking for exposure on network and local newscasts. Assignment desks are inundated with news releases and telephone calls from public-relations firms and publicists working for these various groups. And, of course, most of these organizations have Web pages on the Internet where newsrooms can reach them and vice versa.

Every one of these publicists tries to persuade the assignment staff that there is something special or important about the product, company, issue, or individual they represent. The assignment desk rejects most of these news releases and ...

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