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Leadership Turlock

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The document discusses how news stories are reported and published, but advertising content must be paid for. It notes the decline in print media readership and revenue, and the shift to online news and social media. Key points made include that news content cannot be bought, only advertising space, and that publicity outcomes can be more credible than advertising if messages are managed well.

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You Can Buy a Newspaper, But You Cannot Buy the News! Prepared especially for Presented by Pennie C. Rorex
Welcome Leadership Turlock! Turf Club ¨C Fair¡¯s satellite wagering facility (horse racing generates 14% of fair¡¯s $3 million budget) Special events with catering Stanislaus County Fair ¨C 220,000 visitors Media ¨C Estimated 240 media representatives throughout the 10-day run Average of 24 media representatives a day (newspaper, radio, TV, website editors, etc.)
The Power of the Media!
Advertising vs. Publicity ADVERTISING ¡° What you pay for!¡± INVEST $$ = CONTROL THE MESSAGE
Advertising vs. Publicity PUBLICITY ¡° What you pray for!¡± Less control of the message but outcomes can be more credible and effective . MANAGE!
NEWS¡­NEWS¡­NEWS! News happens (incidents, politics, trends, weather, etc.) News is reported (¡°According to, Michelle Reimers, Turlock Irrigation District spokesperson¡­¡±) News is published / produced: ¡° Extra! Extra! Read all about it!¡± ¡° Tonight at 10 on KCRA 3¡± Visit www.turlockjournal.com or modbee.com
¡° Have it Your Way: Buy the Space!¡± News (articles / stories) content cannot be bought! Advertising (paid space) is for sale in news publications (print, online, TV, radio, etc.) Your advertising budget means nothing in the newsroom Your advertising budget will offend a news reporter. Don¡¯t bring it up!
Group 1: Advertisement for a service Group 2: Advertisement for a product Group 3: Positive corporate publicity Group 4: Negative corporate publicity Advertising & Publicity
What Makes a Good News Story? Timeliness Centennial celebrations planned all year long BY ROXANA SAMANO and ALEX CANTATORE Time is ticking as Turlock prepares to turn 100. It is hard to ever be ready for such a milestone, but those in charge are up to the task. "We better be ready," Sharon Silva, Turlock Centennial co-chair and president of the Turlock Chamber of Commerce, said. "We've already kicked off." Centennial celebrations began in December, as the Centennial Committee fielded a float in the Turlock Parade of Lights. The event of the centennial year came on Jan. 18 as Turlock's finest were honored at the Best of Turlock celebration.
What Makes a Good News Story? People
What Makes a Good News Story? Controversy
What Makes a Good News Story? Weird or Interesting
What Makes a Good News Story? First or Most
Paradigm Shift! Decline in print readership nationwide (Audit Bureau of Circulation - newspaper readership dropped 3% compared with year prior) Decline in ad revenue (USA Today, nation¡¯s biggest newspaper, down 14% from 2005 to 2006) People look more and more to online news Newspapers focusing on improving online journalism
Social Media Shift from INFORMATIONAL to INTERACTIVE Social media: Blogs, MySpace, Text Messaging, Podcast (produced in advance), Webcast (streams live), YouTube, etc.
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Leadership Turlock

  • 1. You Can Buy a Newspaper, But You Cannot Buy the News! Prepared especially for Presented by Pennie C. Rorex
  • 2. Welcome Leadership Turlock! Turf Club ¨C Fair¡¯s satellite wagering facility (horse racing generates 14% of fair¡¯s $3 million budget) Special events with catering Stanislaus County Fair ¨C 220,000 visitors Media ¨C Estimated 240 media representatives throughout the 10-day run Average of 24 media representatives a day (newspaper, radio, TV, website editors, etc.)
  • 3. The Power of the Media!
  • 4. Advertising vs. Publicity ADVERTISING ¡° What you pay for!¡± INVEST $$ = CONTROL THE MESSAGE
  • 5. Advertising vs. Publicity PUBLICITY ¡° What you pray for!¡± Less control of the message but outcomes can be more credible and effective . MANAGE!
  • 6. NEWS¡­NEWS¡­NEWS! News happens (incidents, politics, trends, weather, etc.) News is reported (¡°According to, Michelle Reimers, Turlock Irrigation District spokesperson¡­¡±) News is published / produced: ¡° Extra! Extra! Read all about it!¡± ¡° Tonight at 10 on KCRA 3¡± Visit www.turlockjournal.com or modbee.com
  • 7. ¡° Have it Your Way: Buy the Space!¡± News (articles / stories) content cannot be bought! Advertising (paid space) is for sale in news publications (print, online, TV, radio, etc.) Your advertising budget means nothing in the newsroom Your advertising budget will offend a news reporter. Don¡¯t bring it up!
  • 8. Group 1: Advertisement for a service Group 2: Advertisement for a product Group 3: Positive corporate publicity Group 4: Negative corporate publicity Advertising & Publicity
  • 9. What Makes a Good News Story? Timeliness Centennial celebrations planned all year long BY ROXANA SAMANO and ALEX CANTATORE Time is ticking as Turlock prepares to turn 100. It is hard to ever be ready for such a milestone, but those in charge are up to the task. "We better be ready," Sharon Silva, Turlock Centennial co-chair and president of the Turlock Chamber of Commerce, said. "We've already kicked off." Centennial celebrations began in December, as the Centennial Committee fielded a float in the Turlock Parade of Lights. The event of the centennial year came on Jan. 18 as Turlock's finest were honored at the Best of Turlock celebration.
  • 10. What Makes a Good News Story? People
  • 11. What Makes a Good News Story? Controversy
  • 12. What Makes a Good News Story? Weird or Interesting
  • 13. What Makes a Good News Story? First or Most
  • 14. Paradigm Shift! Decline in print readership nationwide (Audit Bureau of Circulation - newspaper readership dropped 3% compared with year prior) Decline in ad revenue (USA Today, nation¡¯s biggest newspaper, down 14% from 2005 to 2006) People look more and more to online news Newspapers focusing on improving online journalism
  • 15. Social Media Shift from INFORMATIONAL to INTERACTIVE Social media: Blogs, MySpace, Text Messaging, Podcast (produced in advance), Webcast (streams live), YouTube, etc.