In two previous columns, we talked about how quality management attracts Publicity, or PR. Nearly every business is constantly trying to attract the attention with the media. What brings the media to some company’s door? That’s what each and every 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 going to become 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 business, the greater the “impingement” a PR pitch (that’s what publicity individuals use to sell a reporter) impacts upon a member of the media. If someone from the publicity department at Microsoft calls Fortune magazine to ask about profiling Bill Gates, the pitch will have main impingement value. Handful of names have this type of clout, either personally or corporately.

In any event, the senior editor from the major magazine will even now inquire about the story angle. The editor will want to know, “What are we going to talk about?” Ultimately, it’s the exceptional story that sells magazines or newspapers, not just the big name. Not all such stories involve a huge name speaking or spouting his thoughts for the day. Often, better stories evolve when there’s a strong newsworthy angle. Let’s take a look at two recent stories – a single which involves a uranium business and an additional one about a coalbed methane (CBM) organization, which we’ve covered in this column.

On Thursday, Pacific Asia Chinese marketplaces Vitality (PACE) was featured inside 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 produce its coalbed methane (CBM) resources – fuel China Marketplaces needs to help satisfy its power demands.”

The huge story, which drew the newspaper to Pacific Asia China Energy, was China. PACE piggybacked that story due to the fact the company may be helping to offer a legitimate solution towards the country’s power mix. Part of the large story may 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.

Individuals two items enhanced the reporter’s interest in PACE. China needs alternative power sources, such as CBM, to improve their power mix – from a near total dependence upon coal. And, PACE has a potentially huge resource, which could last a good number of years. Such a gas resource could be sufficiently large to make an impact on China. Right after all, Chinese marketplaces has proven reserves of slightly more than 30 trillion cubic feet. Another 11 trillion cubic feet, should the prospective be proven up, would represent a substantial increase of available gas in a very large nation. By itself, this could later produce into a main international energy story, reported upon by a great number of news media. Another impingement about the reporter is having the satisfaction of reporting upon a excellent 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 one. Yeah, I wrote about it eight months ago!”

Consequently, 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. Chinese marketplaces can be a draw. The size of the PACE coalbed methane gas resource is 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 about the bandwagon? That’s a draw, too. In this case, four draws sufficiently attracted media coverage for this tiny CBM development company.

Sometimes, the timing is just perfect, and also the overpowering “big story” accidentally introduces a lucky guy onto the world’s stage. On the same Thursday, the PACE story was carried within the Globe and Mail, the Chief Executive of a tiny Canadian uranium organization 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 towards 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 power expert.” Admittedly, Lindsay gave an excellent speech in the Hong Kong Club for foreign correspondents. Cleverly, he announced, “Uranium may be the next oil,” throughout his speech. As several other business experts have predicted, Lindsay also forecast uranium “may hit $50/pound by the end of the year.” So numerous are now announcing this it can be likely to become a self-fulfilling prophesy.

What elevated Lindsay’s publicity was not what he said in his speech. Most of his commentary has been 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 really 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 large stories. This was a major event involving two extremely large names, and among the biggest names and nations inside the uranium sector. This was also Russia’s initial contract to import uranium; Kazakhstan may 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 major event takes spot, 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 in the write-up), both accomplished their purposes. Mr. Lindsay got his organization 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 article. Here is a clip through the Moscow News post:

Foreign investors are ready to invest in Russia’s uranium business, if Moscow wants this to take place and establishes a necessary legal base,” Lindsay said. “I believe that Russia is one of several most promising directions for this sort of investments, it’s an undeveloped marketplace, full of chances. My organization will be the initial 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 company is also exploring for uranium in both Wyoming and also the Athabasca Basin. Its finances are probably previously stretched from both exploration and acquisition activities. Magnum’s market capitalization would possibly be insufficient to launch investments into Russia, at this time.

However, Lindsay did an excellent job obtaining 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 for 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 with each other. 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 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 properly!

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