When a newspaper publishes a story that the public doesn’t want to read, it’s not news; it’s advertisement. The fact that this particular story is being published is just the starting point. Once published, a news story is there to stay. The public must know that the news media will continue to publish it; that no matter how much the public disagrees, it will be broadcast and kept available for sale. When a business chooses not to be published, they have effectively said that they don’t care about the public and will do what they want with the news. Advertising refers to the money spent on marketing a product or service.
In today’s highly competitive markets, businesses and individuals are racing against each other to be the first to be “first to market,” or in other words, to have their product or service available to the public. When a company decides not to be held to the same standards as other businesses, they are essentially saying that they value their money more than the public does. When a business publishes news that will not be held to the same standard as other news publications, they are effectively saying that they don’t care about the public and won’t spend their money to support them. Advertising refers to the money spent on marketing a product or service.
The primary goal of a newsroom is to provide their readers with the most current information. A newsroom can never fully understand why a person may not like the news they publish, so they attempt to provide as unbiased a view as possible. At the same time, public relations professionals work to make sure that the news they publish is advantageous to the public’s interests. PR professionals work in newspapers, magazines, radio, and television to ensure that the news they publish is fair and complete, and accurately reflects all sides of an argument.
News aids in the promotion of a new product or service. If a business has developed a new product that they want to market, they must first find news outlets that will publish the story. Then, they must find ways to publicize their story. One way to do this is to write a news release, which is a news story written to inform readers about a current event, product, or service. Writing a news release can help a business gain the interest of those who are not immediately interested in the products or services offered by a business, and it provides a basis for those who may be interested in taking action after reading the news.
PR professionals rely on good news reporting to promote public awareness of a business or organization. It is important that news outlets to publish positive stories about them, as negative stories have a far greater effect on public opinion than positive ones. News outlets should also publish news that provides information on their products or services that are unique or new to the marketplace. This new information can often provide an advantage over competitors who may be releasing similar products and services. A company that releases a story about a new or exciting product or service will draw interest from consumers who would otherwise not have been aware of such a product or service.
Regardless, of whether the public notices or takes notice of a news story, PR professionals know that the story has provided valuable information for consumers and they will want to spread that information. This news story has created a new opportunity for those in a position to influence consumers or groups of consumers to take action. This form of PR can create new opportunities in business or in nonprofit organizations and can increase public awareness, visibility, and market share. PR professionals depend on news reporters to accurately and responsibly report newsworthy items.
