- Content Driven
- Event/Initiative Driven
- Crisis Driven
Best
Content Driven: Focus on the intellectual capital of the institution. Look for connections to the breaking news needs of journalists. Look for connections between faculty research and societal needs.
OK to Not so Hot
Event/Initiative Driven: What if you throw a party and nobody shows? Well, if you expect media for an academic conference, don't. If you expect media to cover a new program, don't. Media are interested in those events and initiatives that help them in their coverage of various beats and news stories of the day.
Always Necessary
Crisis-Driven: focus on forthcoming, credible conveyance of information in an emergency situation.
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