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WELCOME TO THE WORLD OF PUBLIC RELATIONS

If you can't find anything going on, it may be time to make something happen — to find a creative opportunity.

The Creativity Factor

Generating news often takes imagination and creativity, coupled with a strong ability to solve problems. For example, how does one get media attention for a can of soup?

Campbell's solved a problem for its new cream of broccoli soup by linking it with President Bush's dislike of the vegetable.

The company decided to sponsor a recipe contest called "How to Get the Presi­dent to Eat Broccoli". Of course, one rule was that the soup be used in the recipe.

Creativity and imagination are essential attributes for writers and publicists. How­ever, these things are difficult to teach and even more difficult to learn.

Trend Stories

Many organizations get media placements because they have learned to relate their activities or products to trends.

The news media are often criticized for their "herd" instinct, but the fact remains that certain topics are "hotter" than others.

The surveys found that the topic of health generated the most interest on the part of editors. In descending order were the topics of senior citizens, medicine, agriculture, environment, food, education, consumer issues, recreation, and finance.

Creativity and imagination can help you use such topics as an angle for your client or organization. AIDS, for example, is a health topic. Perhaps this is where you can develop a news story or feature article about what your client or employer is doing about AIDS education in the workplace.

□ Words and word-combinations

1. to report on smth — сообщать о

2. to run a feature story — напечатать очерк

3. to set up an interview — организовать интервью

4. creativity — творчество

5. the fact remains — факт остается фактом

6. to generate interest — вызвать интерес

7. angle — точка зрения; аспект, подход

В. Special Events

There are two kinds of events: those planned primarily to generate publicity and those that produce publicity as a by- product.

At times, things that occur on a routine basis can become the focus of a special event. A new store may quietly open its doors for business, or it can make it a special event by having a "grand opening" and getting a celebrity to cut the ribbon. Ground-breakings are similar. You can start construction on a new office building without