TO
MAKE NEWS THE MEDIA CAN'T RESIST, THINK AHEAD. To
attract the most attention for your clients, develop stories
that anticipate the headlines.
AdvanceEdition
helps you get there first - ahead of the competition. Your
pitch gets into print instead of the slush pile.
AdvanceEdition is
a twice-monthly e-publication that scans the horizon for topics
and stories the media will soon be working on, providing PR
professionals with an early-warning system. It creates lead
time for you to prepare strategies and pursue coverage opportunities.
One
hundred of America's top universities rely on AdvanceEdition
to get out in front of the news, improve their pitches and
achieve better placements.
Right
now, journalists are at work on the stories that will show
up in print and on the air next week and next month. AdvanceEdition
is designed to tell you what they're working on while they're
still digging out the details. Every day, the media are full
of stories identified weeks or months ago in Advance Edition.
How
AdvanceEdition Pays Off
AdvanceEdition helps PR professionals be more productive, creative and
effective by getting out in front of news coverage.
Every day, all over the country, top editors within major media organizations
meet to review the latest news, evaluate likely developments, and plan
future coverage. AdvanceEdition provides PR professionals with seat at
the table. We look at coverage opportunities the same way top editors
look at opportunities.
Each issue of AdvanceEdition includes seven helpful sections:
* Headline Stories -- Experienced
editors interpreting the news of the day and forecasting developments
that will make headlines a week
or a month from now.
*
Emerging Trends --
Major developments that are gaining momentum, attracting more
public interest and likely to generate stories in the months
ahead.
* Timely Topics -- Subjects that news
organizations are discussing internally right now as they make
assignments and allocate resources.
* Observances and Commemorations --
Recurring campaigns mounted each year by public interest
organizations to increase awareness of important social,
cultural or health issues.
* Key Dates --
An extensive calendar of events that are likely
to be covered by the media: meetings, openings,
deadlines, release dates, scheduled announcements,
premieres and a wide range of other events
that the media will plan on and respond to.
* Noteworthy Anniversaries --
Historical events that may attract media
attention.
* Continuing Coverage --
Latest developments in stories previously identified in AdvanceEdition,
suggesting new directions and likely follow-ups.
This broad, forward-looking view of media coverage helps PR professionals
achieve better
results for their clients.
Here
are some of the ways AdvanceEdition pays off:
Identifying
coverage opportunities. PR professionals
get better coverage for their clients by issuing news releases
that are timed to take advantage of current news developments
or periods of heightened public interest. AdvanceEdition
identifies developments and events that are likely to command
public attention.
Planning ahead.
It takes time for PR professionals to develop campaigns
and prepare media materials. You have to be thinking
weeks and months ahead. AdvanceEdition helps you plan
ahead by looking over the horizon and spotting opportunities
weeks or months before those opportunities become common
knowledge.
Anticipating journalists' needs.
News organizations start putting together many
types of stories and special sections months before
they are published. To be most effective, PR professionals
need to approach journalists early in this process.
AdvanceEdition identifies optimal times for you
to issue releases to the media and pitch journalists.
Generating ideas.
Many PR professionals need to come up with
creative ideas for their clients. AdvanceEdition
provides you with a rich source of fresh ideas.
Thinking like editors think. What makes editors
tick? What are they really thinking? How do
they choose stories to cover? AdvanceEdition
views news coverage the way editors do and
provides insight into how they make news decisions.
Saving
time. AdvanceEdition
cuts down on the amount of time that
PR professionals must spend doing research
about news events and coverage opportunies.
If you and your staff don't have to
spend as much time scanning the horizon
for opportunities, you can devote more
time to working directly on projects
for clients.
Budgeting for special
needs. AdvanceEdition
helps PR professionals do a better
job of budgeting by providing
more lead time on projects that
require additional resources
or special arrangements.
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