It's easy to think that public relations is just about making the most of the news you have or 'creating' news stories that will appeal to the press and media. If you can respond quickly and provide helpful comment then breaking news is a great opportunity to boost your profile.
Monitor the news - it's essential to keep track of the press and media for the stories that are being covered. The 24 hour news channels mean that there is now much more scope for providing expert comment on the back of a news story. Help to push on the story - ensure that what you contribute provides useful information, can look at the story from a different perspective, help to move the story on etc. Build relationships - approaching journalists on the back of breaking news also provides you with a great opportunity to build relationships with journalists covering your interest area. Find out the type of stories they are interested in and whether you can help them on other stories. Become an expert - there are two ways to generate opportunities for comment and interview on the back of news stories. One way is to contact journalists. Journalists use it to find experts to provide comment for the stories they are working on.
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