Hi, and welcome back. You now know what types of stories the media might be interested in. And you might be lucky in that your company might have unnaturally great stories to tell already. But even if that is the case, remember that a successful PR strategy will usually contain multiple stories and campaigns, which means that you need to keep producing relevant and interesting content to keep you top of mind when it comes to your target audience. This means that at some point, you will need to create your own newsworthy content. Now, remember that when I talk about newsworthy, I'm not just talking about stories that will make the media in the traditional sense.

Newsworthy as defined here is anything that will capture the attention of your audience. That means a story or an angle or a topic that will generate engagement on social media. Get journalists writing or encourage people to attend a talk. For example. The possibilities are endless when it comes to generating stories and campaign ideas. And in this lesson, I'll take you through a whole bunch of ideas with examples to get you thinking about how you can create news for your own business or your clients.

Newsjacking is jumping on the back of a story that's really getting a lot of attention. To capture some of that attention for your own brand. You have to think on your feet to be successful at this. Perhaps the most celebrated example of news jacking is Oreo, which released brilliant Twitter during the 2013 Superbowl when the power went out at the stadium for over half an hour. However, successful newsjacking can be as simple as a well timed comment in response to a breaking news story. publicity stunts.

A publicity stunt is a planned event to attract publicity. Like for example, these giant inflatable breasts planted all over London by Lv to raise awareness around breastfeeding, conduct original research. Good research creates news. In this example plan international children's charity conducted a survey that showed that a third of British girls have been sexually harassed in public while wearing school uniform. analyzed publicly available data. You don't always have to conduct research to get stats, you can analyze publicly available data.

In this example, Sheffield University's computer science department analyzed over a million tweets, they found that the number of abusive tweets about politicians was on the rise, and the story made the news have a strong or controversial opinion. Remember when we talked about Barbra Streisand and the two men who accused Michael Jackson of sexual abuse when she said that they were thrilled to be with him and that the abuse didn't kill him that went everywhere. Unfortunately for Barbra Streisand, the publicity was all negative. That's the risk with strong controversial opinions. design a photo story. A photo story is simply setting up an image and using that as the core of your story.

It works because people really engage with pictures, which means that they tend to do well in the media and on social media. A photo story can often be a PR stunt. A great example is when now TV built a massive public installation statue of Jeff Goldblum in central London to celebrate the 25th anniversary of Jurassic Park. Create a special date, week or month. Amex has done a great job of this with its Small Business Saturday campaign, in which it celebrates small businesses once a year, encouraging people to shop at smaller independent retailers get a group together. The more people who are affected by your news story, the more impact your story is likely to have.

So getting a group of people together, particularly a group of influences is a great way to give some weight to a strong opinion. Get them all to sign an open letter or petition. Greenpeace did a really good job of this with their plastics pledge. ran a competition. Volvo did a great job of this around the Superbowl in 2014 getting people to nominate them who they thought deserved to win a car. Team up with someone famous.

A famous brand new investor is always a good route, oodles of media and online attention. Justin Bieber becoming the brand ambassador for Calvin Klein was technically an advertising tactic, and it would have cost the brand heaps of cash, but it got huge global media attention. Make request under the Freedom of Information Act. This tactic only applies in countries that have freedom of information act. This is a piece of legislation that says that the public has a right to access most information held by the government. Here's a good example of a Freedom of Information request by the RSC Foundation, a transport policy and research organization.

The research revealed the dismal state of the country's roads, organize a press trip. This is a great way to get journalists, bloggers and influencers in front of your brand or story. Take them to see it. opening a new hotel, have a price opening and in journalists to attend, review and write, hold a roundtable or debate. Invite influences to debate an important topic and the media will come. My company held a roundtable for an energy recruitment company around the topic of fracking.

It was attended by senior government ministers, researchers, academics, and even Greenpeace. The event made every major newspaper The next day reached over 150,000 people on Twitter, and one is the PR award speaker to attend or sponsor an event. Events are an excellent way to connect with your audience because they tend to bring like minded people together, and they have huge social media reach as well. The Consumer Electronics Show for example, is a major tech event in Vegas every year and it's attended by a large number of influences and taking views Yes, it's a great way for any tech company to reach the right audience. Writer by liner or opinion article by An opinion article coming piece or appeared is an article that you write to be published in a meteor articulate and your own name. It expresses your own opinion rather than that of the publication's editors or reporters.

Jennifer Aniston wrote a great op ed for the Huffington Post in 2016. You'll probably find that most of the media you target will take up IDs, you just need to learn how to pitch them. Remember that when you generate stories, they need to be newsworthy, but they also need to be relevant to your business. They need to support your messaging, and they need to help you to move towards your objectives. That means that your stories need to strike a balance they need to capture the audience's attention. But you also need to have a right to talk about them as a business.

And it also helps if you can time your stories to coincide with important dates in the editorial calendar. In the next lesson, we're going to look at how you can find these dates. Keep watching. Before we move on to the next section. I would like to challenge you to Go through today's news and find a story that was created using one of the tactics outlined in this lesson. Please find the story and posted in the course Facebook groups so that we can all have a look at it, analyze it and discuss it.