Don’t Miss a “Newspeg”

When I give presentations about media relations there is one term I use with which, not suprisingly, none of the participants are familiar. But most go away with the idea, use it and get results.

The term is “newspeg”. A newspeg is a story that is in the news and getting significant coverage. If you can link it somehow to your organization’s interests, you can create an opportunity to piggyback on it. Savvy politicians do this regularly. If they have something to say about a current topic, they have an easy time getting access to the media to say it. Other organizations can do the same with basic media relations skills. for example, if a famous person has a health condition, it is a golden opportunity for the organization that represents that condition to seize a public education opportunity. The same is true for an organization that represents a social cause. Organizations of almost any type, as well as individuals with varying expertise, can utilize these publicity opportunities.

Recognizing and capitalizing on newspegs takes the same basic skills as other media relations function. But, first, you must watch and read local, national and international news. You must have the ability to recognize a “hook” for a story that can link your organization to the news story. And you must know which reporter to whom it should be “pitched” and how to do so. In some cases, a news release will be appropriate instead of a one-on-one pitch. In any case, you must act quickly to capitalize on newspeg opportunities.