Online Calculator | A Company’s Story Must Carry Impingement Value To Obtain Widespread Publicity

A Company’s Story Must Carry Impingement Value To Obtain Widespread Publicity

In two previous columns, we talked about how quality management attracts Publicity, or PR. Nearly every company is constantly trying to attract the attention with 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 really is what PR folks 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 going to be with someone who has “nothing to say” or just rehashing a cliché or tired, old story. The higher the title and the much better known a company, the greater the “impingement” a PR pitch (that’s what publicity individuals use to sell a reporter) impacts upon a member with the media. If someone in the publicity department at Microsoft calls Fortune magazine to ask about profiling Bill Gates, the pitch will have major impingement value. Couple of names have this sort of clout, either personally or corporately.

In any event, the senior editor with the main magazine will nevertheless inquire about the story angle. The editor will want to know, “What are we planning to talk about?” Ultimately, it is the exceptional 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, far better stories evolve when there is a strong newsworthy angle. Let’s look at two recent stories – 1 which involves a uranium business and another 1 about a coalbed methane (CBM) business, which we’ve covered in this column.

On Thursday, Pacific Asia Chinese marketplaces Power (PACE) was featured within 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 Chinese marketplaces explore for and develop 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 Power, was Chinese marketplaces. PACE piggybacked that story because the business may be helping to offer a legitimate solution to the country’s power mix. Part of the big story is the possible size from the recoverable gas, estimated in a technical report by Sproule International being as large as 11.2 trillion cubic feet of gas.

Those two items enhanced the reporter’s interest in PACE. Chinese marketplaces needs alternative vitality sources, for example CBM, to improve their vitality mix – from a near total dependence upon coal. And, PACE has a potentially huge resource, which could final a great number of many years. Such a gas resource could be sufficiently large to make an impact on Chinese marketplaces. After all, Chinese marketplaces has proven reserves of just a little a lot more than 30 trillion cubic feet. Another 11 trillion cubic feet, should the potential be proven up, would represent a significant increase of available gas in a very large country. By itself, this could later develop into a major international energy story, reported upon by an excellent number of news media. Another impingement about the reporter is possessing the satisfaction of reporting upon a great story, nicely before others write the story.

Chatter within the newsroom:
“Did you hear about PACE’s gas discovery in China Marketplaces, Bob?”
Bob’s Reply: “Oh that 1. Yeah, I wrote about it eight months ago!”

Therefore, there are multiple impingement points in this story. Each “draw,” or a reason to attract eyeballs towards the story, is one more point the story must score, for the reporter and his editor, to overcome the hurdles of being featured in the main publication. China can be a draw. The size with the PACE coalbed methane gas resource is really a draw. The prospective impact upon China’s power mix can be a draw. Writing about it just before the rest of 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 same Thursday, the PACE story was carried inside the Globe and Mail, the Chief Executive of a tiny Canadian uranium business impinged on a Russian news service reporter in Hong Kong. Such was the excellent fortune for Craig Lindsay, a Certified Monetary Analyst, who has spent much more than 16 years in corporate finance, investment banking and business development, according to 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 being a “well-known energy expert.” Admittedly, Lindsay gave an excellent speech on the Hong Kong Club for foreign correspondents. Cleverly, he announced, “Uranium may be the next oil,” during his speech. As numerous other business experts have predicted, Lindsay also forecast uranium “may hit $50/pound by the end from the year.” So numerous are now announcing this it is likely to become a self-fulfilling prophesy.

What elevated Lindsay’s publicity was not what he said in his speech. Most of his commentary continues to 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 particularly 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 package worth $1 billion. The photos of Russian President Vladimir Putin and Kazakh President Nursultan Nazarbayev appeared as the photo op which goes with such actually huge 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 very first contract to import uranium; Kazakhstan could be the world’s third largest uranium producer. All of this 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 major 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 inside the post), both accomplished their purposes. Mr. Lindsay got his organization to the world’s spotlight. The Russian stringer got an excellent 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 write-up:

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 is an undeveloped marketplace, full of opportunities. 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 good 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 organization is also exploring for uranium in each Wyoming and the Athabasca Basin. Its finances are most likely previously stretched from each exploration and acquisition activities. Magnum’s industry capitalization would possibly be insufficient to launch investments into Russia, at this time.

However, Lindsay did an excellent job acquiring his organization this caliber of publicity. And he got the uranium sector excellent publicity. He capitalized upon an impinging story – a story that did show up about the world’s radar – by correctly supplying an answer the Russian journalist was trying to prod out of him.

This really is the essence of how journalists and publicity-seekers function collectively. If the PR person gives the journalist the story angle he is trying to find within the bigger story, chances are it will appear in print. Piggybacking a “main event” is probably 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 well!

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