(Links to an external site.)Public relations professionals must read the news – daily. We need to stay on top of popular culture, current events, industry news, business news, and world news. Both traditional media (TV, radio, newspapers, magazines) and non-traditional (social listening, social sites, influencers/blogs) are part of that mix of news to follow.

Remember, 75 – 85% of all news originates or involves coordination between media and a public relations professional. If you are not aware of what’s happening, unfamiliar with key media/reporters in your industry, or caught off guard when critical news happens, you are not doing your job.

Week 1: In The News

Pepsico distributed a press release in December on it’s new coffee/coke products. CNN picked up the story. Please compare the tone and style of the press release written by the company and the “angle” that CNN took to the story.

Pepsico’s original press release: pepsi-caf12122019 (Links to an external site.) (https://www.pepsico.com/news/press-release/pepsi-will-help-americans-tackle-that-afternoon-slump-with-new-pepsi-caf12122019)

CNN’s coverage of the story: https://www.cnn.com/2019/12/12/business/pepsi-cafe-coffee-cola/index.html (Links to an external site.)

• Review Pepsico’s release and pay attention to quotes and other information in the release.
• What angle did CNN take and why do you think they thought this was a more compelling message?
• Looking at the quotes from Pepsi’s team, what could possibly be problematic about the messaging?
• Do you think the CNN article was what Pepsi hoped for? Why or why not?