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A Company’s Story Must Carry Impingement Value To Obtain Widespread Publicity
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In two previous columns, we talked about how quality management attracts Publicity, or PR. Nearly each and every company is constantly trying to attract the attention of the media. What brings the media to a company’s door? That’s what each public relations man or woman would love to know. For this is what PR people get paid to obtain for their clients.
Quality management is certainly a key motivation in attracting a reporter’s attention. This helps persuade the reporter or a radio/TV producer that the proposed interview is not planning to become with someone who has “nothing to say” or just rehashing a clich or tired, old story. The higher the title as well as the much better known a business, the greater the “impingement” a PR pitch (that’s what publicity folks use to sell a reporter) impacts upon a member from the media. If someone in the publicity department at Microsoft calls Fortune magazine to ask about profiling Bill Gates, the pitch will have main impingement value. Couple of names have this kind of clout, either personally or corporately.
In any event, the senior editor of the major magazine will even now inquire about the story angle. The editor will want to know, “What are we going to speak about?” Ultimately, it’s the outstanding story that sells magazines or newspapers, not just the large name. Not all such stories involve a huge name speaking or spouting his thoughts for the day. Often, better stories evolve when there is a strong newsworthy angle. Let’s examine two recent stories – 1 which involves a uranium company and one more one about a coalbed methane (CBM) organization, which we’ve covered in this column.
On Thursday, Pacific Asia Chinese marketplaces Vitality (PACE) was featured in the Financing section of Canada’s Globe and Mail newspaper. Headlined “High-Energy Performer,” the opening sentences told us why the reporter was interested: “PACE holds contracts to help China Marketplaces explore for and produce its coalbed methane (CBM) resources – fuel Chinese marketplaces needs to help satisfy its power demands.”
The large story, which drew the newspaper to Pacific Asia China Marketplaces Power, was China Marketplaces. PACE piggybacked that story because the organization may be helping to offer a legitimate solution towards the country’s energy mix. Part from the huge story could be the possible size from the recoverable gas, estimated inside a technical report by Sproule International to become as large as 11.2 trillion cubic feet of gas.
Those people two items enhanced the reporter’s interest in PACE. Chinese marketplaces needs alternative vitality sources, for example CBM, to improve their power mix – from a near total dependence upon coal. And, PACE has a potentially huge resource, which could last a great number of many years. Such a gas resource could be sufficiently large to make an impact on China Marketplaces. Following all, Chinese marketplaces has proven reserves of slightly more than 30 trillion cubic feet. An additional 11 trillion cubic feet, should the possible be proven up, would represent a substantial increase of available gas in a very large nation. By itself, this could later create into a major international energy story, reported upon by a great number of news media. An additional impingement about the reporter is possessing the satisfaction of reporting upon a excellent story, nicely just before others write the story.
Chatter within the newsroom: “Did you hear about PACE’s gas discovery in Chinese marketplaces, Bob?” Bob’s Reply: “Oh that 1. Yeah, I wrote about it eight months ago!”
As a result, you can find multiple impingement points in this story. Each “draw,” or a reason to attract eyeballs to the story, is another point the story must score, for the reporter and his editor, to overcome the hurdles of being featured in a major publication. China Marketplaces is really a draw. The size with the PACE coalbed methane gas resource can be a draw. The potential impact upon China’s vitality mix can be a draw. Writing about it before the rest from the pack jumps on the bandwagon? That’s a draw, too. In this case, four draws sufficiently attracted media coverage for this tiny CBM development organization.
Sometimes, the timing is just perfect, and the overpowering “big story” accidentally introduces a lucky guy onto the world’s stage. For the exact same Thursday, the PACE story was carried within the Globe and Mail, the Chief Executive of a tiny Canadian uranium company impinged on a Russian news service reporter in Hong Kong. Such was the good fortune for Craig Lindsay, a Certified Financial Analyst, who has spent more than 16 years in corporate finance, investment banking and enterprise development, according for the website of Magnum Uranium, for which he now serves as Chief Executive.
While Magnum has a marketplace capitalization of about $15 million, and Lindsay is neither a geologist nor engineer, RIA Novosti news agency touted him as a “well-known energy expert.” Admittedly, Lindsay gave a great speech in the Hong Kong Club for foreign correspondents. Cleverly, he announced, “Uranium may be the next oil,” throughout his speech. As many other business experts have predicted, Lindsay also forecast uranium “may hit $50/pound by the end with the year.” So several are now announcing this it’s likely to become a self-fulfilling prophesy.
What elevated Lindsay’s publicity was not what he said in his speech. Most of his commentary may be previously been reported in numerous publications, including in our columns. (What reporters really hate is rehashing old news to give someone publicity!) It was to whom Lindsay was speaking, and specifically the “timing” as to when it was said. Here is how Craig Lindsay got his “15 minutes of fame.”
About six hours earlier, the very exact same Russian news agency reported that Russia and Kazakhstan had signed a uranium deal worth $1 billion. The photos of Russian President Vladimir Putin and Kazakh President Nursultan Nazarbayev appeared since the photo op which goes with such actually big stories. This was a main event involving two really large names, and among the biggest names and nations within the uranium sector. This was also Russia’s initial contract to import uranium; Kazakhstan could be the world’s third largest uranium producer. All of that is “big news.”
The clever Russian freelance reporter, who attended the Lindsay speech in Hong Kong, most likely text-messaged or emailed his editor by Blackberry, tried to piggyback the Russian-Kazak story with his own story. Yes, that’s how timing works. As soon being a main event takes location, other journalists rush to piggyback the event with “their” story. The Russian reporter scored points with his editor and got his story filed (slang for published)
Two cunning gentlemen, the Russian stringer (slang for freelance reporter), and Craig Lindsay (whose name was spelled Kreig Lindsay within the article), each accomplished their purposes. Mr. Lindsay got his company into the world’s spotlight. The Russian stringer got a great story. The reporter threw up a softball question, for which Mr. Lindsay supplied the desired answer.
What was the question the reporter asked Lindsay? That’s fairly obvious from what the reporter published in his article. Here is a clip through the Moscow News article:
Foreign investors are ready to invest in Russia’s uranium industry, if Moscow wants this to happen and establishes a necessary legal base,” Lindsay said. “I believe that Russia is one of several most promising directions for this kind of investments, it’s an undeveloped marketplace, full of chances. My company will be the first to come to Russia, if the necessary conditions are created,” he added.
Nowhere in Lindsay’s speech did Magnum Uranium’s Chief Executive discuss investing in Russia. However, the reporter NEEDED a great quote. It had to tie-in with “investing in Russia for uranium development.” Lindsay accommodated. He didn’t commit to investing in Russia, but he kept the door open. Magnum Uranium recently announced the acquisition of a 1,080-acre land package in Converse County, Wyoming. The company is also exploring for uranium in each Wyoming and also the Athabasca Basin. Its finances are possibly currently stretched from each exploration and acquisition activities. Magnum’s industry capitalization would most likely be insufficient to launch investments into Russia, at this time.
However, Lindsay did a great job getting his business this caliber of publicity. And he got the uranium sector excellent publicity. He capitalized upon an impinging story – a story that did show up for the world’s radar – by correctly supplying an answer the Russian journalist was trying to prod out of him.
This is the essence of how journalists and publicity-seekers work together. If the PR person gives the journalist the story angle he is searching for inside the bigger story, chances are it will appear in print. Piggybacking a “main event” is the most common way to increase one’s impingement value to a reporter. And by being a cunning interviewee for his Russian reporter, Craig Lindsay just got Magnum Uranium into this column as nicely!
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