(A) nce intro & strat ppt

www.NewsCertified.comwww.NewsCertified.com

WHO WE ARE

THE EXCHANGETHE EXCHANGE

To be certified by NCE, experts must meet a standard of credibility and interview-readiness

established by experienced, professional journalists.

CERTIFICATIONCERTIFICATION

YOUR PROFILEKeyword Tags & Publications/Appearances

NCE CHANNELSFeatured Experts, Facebook, Twitter

• Think of the news media as a key client, stakeholder or constituency

• Set goals

• Identify your target audience

• Define your message

• Decide on a media “mix”

• Devise a strategy to channel your content

• Capture feedback/process/refine/update

MEDIA STRATEGY

NEWS-DRIVEN

• Your industry makes news

• A major story breaks relating to your field

• A pertinent topic is in the news or goes viral

• A relevant event is upcoming

YOU-DRIVEN

• You make news, hard or soft

• You present an effective story pitch

• You publish a book or other media project

COVERAGE DRIVERS COVERAGE DRIVERS

WHAT JOURNALISTS WANT

• Great stories and great storytelling

• Conflict, drama

• Passion, emotion

• Fresh, distinctive & compelling elements

• To be ahead of the competition

• Brief, clear & relevant

• First-hand account

• Key idea

• Reaction

• Insight, analysis or context

• Color, passion or emotion

• Memorable

WHAT MAKES A GOOD QUOTE?