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Broadcast Resources

TUNING IN

A blog dedicated to the world of broadcast and public relations

Sunday, February 22, 2004

Time is of the Essence

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Every day, major radio news stations juggle information, using a variety of standards to determine which stories to air and when, but there is one standard that remains constant in every newsroom operation: timeliness. Tying a topic to a breaking story, a current event and providing an imbedded deadline will often increase a story’s chances of finding its way onto the airwaves.

Normally, newsrooms don’t hold stories. When a news release or story idea makes its way to the assignment desk, the editor looks for immediate placement. So, if you don’t want to be left out of the news cycle, it is important that you fashion your story or release so that it can be woven into the day’s or week’s coverage. This is where being a newsie can really work to your advantage: staying on top of news coverage, local and national, can help you fine-tune your story to have an appropriate sense of urgency. By providing reporters with information relevant to the current news cycle, you can open up greater opportunities for your message to be heard on the air.

For samples of recent stories based on survey releases, breaking news or other timely considerations, please visit our content website atwww.broadcastnewsresource.com.

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