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Making Good Business
Breaking news is not necessarily as fresh as it seems. There is an art to breaking news. It involves the right person in the right place at the right time. It requires a constant attention to detail and an ability to make the right impression with your audience.
The modern-day news media are no longer news. They are salespeople. They make the news into a package, like a product, and sell it to you.
Today’s business community is extremely competitive. News organizations use this competitive atmosphere to raise their profiles. Customers are very sensitive to advertising and promotional campaigns.
Businesses want to compete for people’s business. Today’s world economy is not about making money. It is about making good business.
Plagued by Journalists
Many news agencies are plagued by journalists who only report the news as they wish to make a living. It is not the fact that the news is coming out that bothers me so much.
Most of us have read something about a story and let it go without ever reading the whole story. And it doesn’t take a rocket scientist to pick up the phone and call an information hotline to obtain the news.
Tough and Persistent
To make news, news agencies need reporters and editors who are eager to do their job. They need to be tough and persistent.
A news organization is a kind of marketing department. All new products and services are sold in the marketplace. The world markets everything it can get its hands on. So, how do they do it?
Marketing is what brings in customers. You cannot make a man buy a car unless you tell him what a great deal he will be able to get. You cannot make someone do something unless you tell them what they are getting. Marketing is the connection between a consumer and the item he needs. This is often the story of a news story.
News organizations make a lot of money by selling new products. These items are often temporary and are hardly on the market for very long. But, they get the word out about what is new, how they operate, where they are located, and the special deals they are offering. Every company is concerned about brand recognition.
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