In two previous columns, we talked about how quality management attracts Publicity, or PR. Nearly every company is constantly trying to attract the attention from the media. What brings the media to some company’s door? That’s what each public relations man or woman would love to know. For that is what PR individuals 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 isn’t heading 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 people 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 major impingement value. Handful of names have this kind of clout, either personally or corporately.
In any event, the senior editor of the major magazine will still inquire about the story angle. The editor will want to know, “What are we heading to talk about?” Ultimately, it can be the excellent 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. Generally, far better stories evolve when there is certainly a strong newsworthy angle. Let’s take a look at two recent stories – one which involves a uranium organization and one more one about a coalbed methane (CBM) business, which we’ve covered in this column.
On Thursday, Pacific Asia China Energy (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 China explore for and develop its coalbed methane (CBM) resources – fuel China Marketplaces needs to help satisfy its vitality demands.”
The big story, which drew the newspaper to Pacific Asia China Marketplaces Vitality, was China Marketplaces. PACE piggybacked that story simply because the company may be helping to offer a legitimate solution to the country’s energy mix. Component with the big story may be the possible size of the recoverable gas, estimated in the technical report by Sproule International being as large as 11.2 trillion cubic feet of gas.
Individuals two items enhanced the reporter’s interest in PACE. China 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 final a excellent number of years. Such a gas resource could be sufficiently large to make an impact on China. After all, Chinese marketplaces has proven reserves of slightly much more than 30 trillion cubic feet. An additional 11 trillion cubic feet, should the possible be proven up, would represent a significant increase of available gas in a really large nation. By itself, this could later create into a major international vitality story, reported upon by an excellent number of news media. An additional impingement about the reporter is getting the satisfaction of reporting upon a good story, nicely before others write the story.
Chatter inside the newsroom:
“Did you hear about PACE’s gas discovery in Chinese marketplaces, Bob?”
Bob’s Reply: “Oh that a single. Yeah, I wrote about it eight months ago!”
Therefore, you will find multiple impingement points in this story. Each “draw,” or a reason to attract eyeballs to the story, is an additional 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 a draw. The size with the PACE coalbed methane gas resource is really a draw. The potential impact upon China’s power mix is a draw. Writing about it just before the rest from the pack jumps for 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, as well as the overpowering “big story” accidentally introduces a lucky guy onto the world’s stage. About the same Thursday, the PACE story was carried within 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 great fortune for Craig Lindsay, a Certified Monetary Analyst, who has spent more than 16 years in corporate finance, investment banking and company development, according for the website of Magnum Uranium, for which he now serves as Chief Executive.
While Magnum has a market capitalization of about $15 million, and Lindsay is neither a geologist nor engineer, RIA Novosti news agency touted him as a “well-known power 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 numerous 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 continues to be already been reported in numerous publications, including in our columns. (What reporters truly hate is rehashing old news to give someone publicity!) It was to whom Lindsay was speaking, and especially 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 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 really huge stories. This was a main event involving two very large names, and among the biggest names and nations within the uranium sector. This was also Russia’s initial contract to import uranium; Kazakhstan is 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, probably text-messaged or emailed his editor by Blackberry, tried to piggyback the Russian-Kazak story with his own story. Yes, that is how timing works. As soon as a major event takes place, 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), both accomplished their purposes. Mr. Lindsay got his business in to 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 post. Here is a clip through the Moscow News write-up:
Foreign traders are ready to invest in Russia’s uranium industry, if Moscow wants this to take place and establishes a necessary legal base,” Lindsay said. “I believe that Russia is among the most promising directions for this type of investments, it is an undeveloped market, full of opportunities. My business will be the very 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 the Athabasca Basin. Its finances are possibly already stretched from each exploration and acquisition activities. Magnum’s market capitalization would probably be insufficient to launch investments into Russia, at this time.
However, Lindsay did a great job acquiring his company this caliber of publicity. And he got the uranium sector excellent publicity. He capitalized upon an impinging story – a story that did show up on 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 work with each other. If the PR person gives the journalist the story angle he is looking for within the greater 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 some 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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