APR CH 14- Preparing Materials for Mass Media – Flashcards
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PR account for ____% of news
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50%
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____% of adults follow local news
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70%
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reporters ____ information
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process
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reporters rely on ____
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PR
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disseminate info to mass media and other outlets. -Most commonly used PR tactic
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News Release (Press Release)
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Characteristics of News -how will this effect the future?
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Impact/consequence
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Characteristics of News -want it to stand out
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Oddity/unusual
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Characteristics of News -some people will create this on purpose, they like the give and take of it
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Conflict
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Characteristics of News -reporters like this, higher up in the company the more likely they are the ones to talk, get the biggest player you can
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Known principal/prominence
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Characteristics of News -how does this relate to us?
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Proximity
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Characteristics of News -how long will this take?
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Timely
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News Values -information
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Accuracy
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News Values -be neutral judge of what's going on, hear both sides of the story
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Objective
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News Values -objective, being neutral, the reporter lets the reader decide -being objective towards the subject -no bais
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Fairness/Balance
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For the basic online news release, use ___ spacing
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single
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For the basic online news release, use ____ words or less and have ___ paragraphs
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200, 5
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For the basic online news release, use the _____ pyramid
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Inverted
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-the most important information is first, followed by less important details -5W, H
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Inverted pyramid
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For the basic online news release, it should be in ____ tense
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active
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For the basic online news release, the top line should give the __________ and the _______
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name of the organization, logo
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For the basic online news release, the second line should give the ______
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date
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For the basic online news release, the third line should be the ______ in ______. This often serves as the ______ in an email so it should be ____ words or less. Also include a key word or phrase for _____.
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Headline in boldface, subject line, 20, SEO
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For the basic online news release, provide the _____ location.
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source
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For the basic online news release, write ___ to ____ short sentences per ____ paragraphs.
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2-3, 5
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For the basic online news release, use _____ points for key points
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bulleted
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For the basic online news release, use a ____ quote as part of the news release.
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pull
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quote highlighted in a box that gives a major point about the release
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pull quote
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For the basic online news release, provide ____ links
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relevant
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Key summary info (one paragraph statement about the company with the company info that they want the people to have, central communication message they want to get out, details about a company, like a mission statement)
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Boiler plate
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For the basic online news release, end with the _________. -name, phone, e-mail, URL
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contact infomation
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For the basic online news release, never send release as _______ unless requested
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attachment
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For the basic online news release, use the ____ style
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AP
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-associated press style -rules of how to write -if you don't have the basics you cant get that far
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AP style
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For the basic online news style, always _____
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Localize
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-the major change in the evolution of the humble news release is the multimedia release -this makes it possible to embed a news release with high-resolution photos/graphics, video, and audio components.
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Smart Media Release (SMR)
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-pioneers of the major electronic distribution services in he multimedia release. -can higher these people to do a multimedia release for you.
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Business Wire, PR Newswire, PRWeb, MarketWire
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News release distribution services have teamed up with search engines such as Google, Yahoo and Big to promote __________ via SEO.
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maximum exposure
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the process of carefully selecting key words for the news releases that make the content easily retrievable.
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Search Engine Optimization (SEO)
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A food company may want to use the term agricultural biotechnology in a news release as opposed to genetic modification, but people will be more likely to use the latter term in a search and will thus completely miss the company's news release.
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SEO example
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if a multimedia release is written effectively, the clients can bypass ______ online.
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gatekeepers
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Digg, Technorati, del.icio.us and other social bookmarking sites (systems that can go in and market stories, place them in certain places)
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Social media tags
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for a multimedia release, don't use _______ images, opt for ________ multimedia
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low-resolution, high resolution
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-tell with picture -use a good photo
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Publicity Photos
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-photos must have good contrast and sharp detail so that they are reproduced in a variety of formats, including grainy newsprint -print media need 300 dpi -protected site
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Quality
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-a variety of subject can be used for publicity photos -make it interesting
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Subject matter
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-best photos are uncluttered -tight, detail, cut wasted space
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Composition
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-its better to show people doing something because too many photos are static -expectation: the standard "mug" shot
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Action
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ex: apple illustrate newest iPod by having someone hold the device while surounded by large stacks of CDs to show how much music can be stored on it
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Scale
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-can make the subject of a photo more compelling -can get different effects because of this
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Camera angle
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-use this to ensure that the subject is portrayed in the best light -creates contrast
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Lighting
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-almost all color -use several formats: web, CD, pdf, flash drive
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Color
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-used to combine news releases, publicity photos, and even video clips about a particular event, an issue, or a new product.
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Media Kit
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Media Kit: Traditional _____ folder (this size because a piece of paper is 8X11 so it gives the paper wiggle room)
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9X12
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One of the contents of a Traditional Media Kit is a _____ news release
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Basic
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One of the contents of a Traditional Media Kit is a news feature about the _____ or ______
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product, service
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One of the contents of a Traditional Media Kit is a _____ sheet about the product, organization, or event
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fact
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One of the contents of a Traditional Media Kit are ______ or graphics
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photos
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One of the contents of a Traditional Media Kit are the _____ of the spokesperson or chief executives
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bios
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One of the contents of a Traditional Media Kit is a _____ brochure
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basic
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One of the contents of a Traditional Media Kit is the ___________ such as email, phone numbers and website URLs
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contact information
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-the norm today -distributed via e-mail, web, CD, flash drive -big cost savings (print off can be expensive)
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Media Kits: E-Kits
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EPK
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Electronic press kit
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You can use both print or EPK, just consider ______ needs
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audience
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-variation of the traditional news release -distributed in a variety of formats for use in newspapers, magazines, blogs, and online news or lifestyle sites.
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Mat Release
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Mat Releases format is somewhat different from the traditional news release because a ______ angle is used instead of a ____ angle
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feature, lead
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Mat releases are also in the format of a ________________ such as Healthy Eating, Cooking Corner.
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standing column headline
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The Mat Release concept is geared toward providing helpful consumer ______ and _____ about a variety of subjects in an informative way with only a brief _____ mention.
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information, tips, client
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Mat Releases try to do a subtle ____ of client.
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sell
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-These features, which are now called brand journalism or content marketing, show up in thousands of weekly newspapers and many dailies in the food, travel, fashion, automotive, and business sections. -EX: a recipe feature titled "Chicken and Rice: Always a Winning Combination" distributed by NAPS for Rice-a-Roni generated more than 1,400 newspaper articles in 40 states, with a total readership of 75 million.
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MAT Release example
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-another approach: regular column that features an ______. -EX: Nestle distributes a column via Family Features called "Mix it Up with Jenny". The writer who is a senior culinary specialist offers seasonal recipes that include ingredients made by Nestle. -Family Features pioneered this concept.
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expert
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A more ________ feature is a full-page, color layout that a newspaper can select and publish with no cost. -watermelon promotion association
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sophisticated
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-news release/interview -the PR staff will send a memo to reporters and editors about a news conference or upcoming event that they may wish to cover. -are used to let the media know about an interview opportunity with a visiting dignity or celebrity or what photo and video possibilities are available. -may also be sent with accompanying new releases.
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Media Alert/Media Advisory
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A typical one-page advisory might contain the following elements: _____-line headline, a brief _____ outlining the story idea or event, some of journalisms ____ & _____ format, and who to _____ about more information.
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one-line, paragraph, 5W & H, contact
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crib sheet, key info, use in media kits.
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Fact sheet
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2 types of fact sheets
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Summary sheet and Corporate profile
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-info on new product -quick reference for journalists about the characteristics of a new product
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Summary Sheet
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-1-page, bulleted list summary -basic facts about company or organization
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Corporate Profile
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Tapping into Media Inquiries -on many occasions, journalists are seeking _____ and names of people to interview for a particular story
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information
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-operated by PR Newswire -one of the oldest services that match reporter queries with public relations sources. -offers a direct way for journalists to post a query asking for information on a story they are writing, or to find an expert in an organization whom they can interview. -available only on a subscription basis
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ProfNet
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-2 Free services that are just like ProfNet for Tapping into Media Inquiries -reporters go online and say they are working on a certain story and they need to speak to a certain person who needs info for the topic, like a matchmaking website.
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Reporter Connection and Help a Reporter Out (HARO)
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-The two major newswires for Electronic News Services are ______ and ________. -Each organization transmits about _____ news releases monthly to daily newspapers, broadcast stations, ethnic media, financial networks, and online news services.
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Business Wire, PR Newswire, 25,000
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Business Wire now has _____ news releases
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smart
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Smart release with one photo, file: $ _______ nationally to send out
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1200
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Complete smart page: $______ nationally
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3000
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Basic release, text only, 400 words, national: $____
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750
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Basic world-wide (100 nations, 21 languages): $_______
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9000
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Business Wire also offers __________ which makes your news available in multiple languages worldwide, across multiple platforms, including Blackberry and Droid.
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Mobile news releases
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A good newsroom, at minimum, should have ___ things.
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5
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A good newsroom should have current and archived ____ releases
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news
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A good newsroom should have PR ______
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contacts
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A good newsroom should have more than one _______
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picture
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A good newsroom should have ______ information
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product
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A good newsroom should have an opportunity for journalists to sign up for a daily ______.
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RSS feed
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-The newest trend in online newsrooms is the posting of feature stories that goes beyond just reporting news about the organizations products and services. -Instead, topics and trends that interest a wider audience are used.
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Brand journalism
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Trip to view facility/product; usually pay travel, board, food (bring media in to see new facility or new construction, to show things off, higher level newspapers pay for their own rooms because they don't to seem like they are being paid off)
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Junket
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Allow them to see first hand: Ex. Alabama Tourism: "Race Tour" (hit with how to deal with race issues in Alabama)
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Familiarization Trip
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-to key cities/editors. -EX: High tech industries
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Executives travel
