The BIG News in 2009

Media relations — knowing how to craft a news hook and shape a client’s messages to create a strong editorial story — is one of the most important skill sets for public relations firms and individual PR practitioners.

But tunnel vision can sometimes be a challenge for public relations pros when it comes to crafting a strong pitch. That’s why I think that the infographic produced by GOOD magazine is worth a look.

Based on data provided by Journalism.org, the interactive chart offers media relations experts an enlightening look at the broad range of news stories that grabbed our attention last year. In 2009, the two biggest stories were the economic crisis and healthcare reform — no surprise there! — but the mammogram policy change appears to have gotten just as much coverage as the Tiger Woods scandal.

Journalism.org reviews the news from 55 outlets every week, calculating what percent of the week’s print, television, radio, and internet reporting is devoted to each story.

Brilliant Banking PR: Not Just Found in NY

The New York banking industry has not cornered the market when it comes to creative marketing and public relations initiatives.

GOOD magazine ran an interesting story recently about Committed Action to Reduce and End Smoking (CARES), a savings program offered by the Green Bank of Caraga in Mindanao, Philippines. Consumers who want to quit smoking open a deposit account with a minimum of one dollar. For the next six months, they make deposits equivalent to the amount of money they would otherwise spend on cigarettes. At the end of the six months, depositors take a urine test to confirm that they haven’t smoked recently. If they pass the test, they get their money back. If they fail, the account is closed and the money is donated to a charity. Research has shown that opening an account increases a would-be non-smoker’s likelihood of success by 53 percent. Not even a nicotine patch has such a high success rate!

This is banking public relations that does well by doing good. It’s the kind of tactic that should be considered from New York to Los Angeles.