Chapter 14 PR – Preparing Materials for Mass Media – Flashcards

Traditional media still pervasive - 70% of U.S. adults follow local news - Considered trusted source of info - Symbiotic relationship with new media

Created by Ivy Lee, 1906 Disseminates info to mass media including newspapers, broadcast stations, and magazines Media rely on news releases for two reasons: - Reporters/editors have to process info in addition to gathering it - Limited staff availability prevents coverage of all events

What is the key message? Who is the primary audience? What can the target audience gain? What is the objective for having a release? Is a news release the best format available?

- Short, inverted pyramid style - Immediately identifies organization - Headline can double as email subject Include SEO keywords - AP style formatting (dateline, short paragraphs) - Provide links, additional info - Use boilerplate

AKA: Smart media release (SMR) Online distribution services include Business Wire, PR Newswire, PR Web Also specialized wires like CSR Wire Include high-res photo/graphic, video, and audio embeds Use search engine optimization (SEO) Provide social media tags

- Concise, clear headlines - Use keywords in first 2 paragraphs - Link early - Include multimedia - Include logo

Sharing buttons Short headlines (55 char. or less) Video embed Shareable audio Photo gallery Comments link for discussion Contact info Tracking data (back-end)

Elements to consider include: Quality Subject matter Composition Action Scale Camera Angle Lighting Color

Facts and figures... zzz... but infographics (!) People are visual Visuals enhance stories Visuals are shareable Elements have more distribution power

AKA: Press Kit Prepared for major events, new product launches Provides greater variety of info and resources

Traditional kit usually 9x12" folder with pockets - News release - News feature - Fact sheets - Photos - Executive bios - Brochure - Contact info Digital kits distributed by email, website, flash drives - News release - Multimedia including product photo, headshots, video clips - Trademark info - Industry links - Brochures

AKA: Camera-ready pages Uses feature angle instead of traditional lead Aims to provide useful consumer information/tips about various subjects with only brief mention of the nonprofit or corporation - Canned features - Regular columns featuring an expert - An entire color page layout that a newspaper can publish without cost

Most common format of media alert/advisory is short, bulleted items Should contain: - One-line headline - Brief paragraph outlining the story idea or event - Some of journalism's 5W1H - Contact information

Summary sheet that contains: - Information about product characteristics or organizational announcements - Quick reference info for journalists - Corporate profile is a type of fact sheet - One-page, bulleted list with basic organizational facts

When PR practitioners and publicists contact editors to convince them about the newsworthiness of a story Channels for pitching include: Phone Text Email Social Media Media queries

Use succinct subject lines Get to the point Keep the message brief Don't include attachments Provide links when necessary Don't sent "blast" e-mails Tailor your pitches Remove redundant recipients from database Allow editors to get off of your list Establish ongoing relationships

News releases, photos, media kits and other media materials can be distributed by five major methods: First-class mail Fax E-mail Electronic wire services Online newsrooms

Public relations practitioners help interviewees say something to inform or entertain the audience - Know interview's purpose to assemble facts and data for client to use - Be acquainted with the interviewer's style Print interviews are slightly different - Person-to-person talks often result in 400-600 word stories - Asking to approve a story before publication is considered censorship

News (press) conferences allows for quick, widespread dissemination of a person's comments and opinions to numerous reporters Planning and conducting news conferences involves: - Assessing whether info can be distributed first - Importance of the announcement - Need to reach multiple journalists simultaneously Alternately, online news conferences can be cost effective, increase attendance, heighten impact

Select a convenient location Consider the date and time Distribute a media advisory Write and rehearse spokesperson statement Anticipate press questions Prepare a media kit Prepare visual materials as necessary Make advance room arrangements Arrive 30 to 60 minutes early

3 types of media tours - Trip or "junket" - Familiarization trip or "Fam trip" - Executives travel to key cities and talk to selected editors Press Parties - Luncheon, dinner, cocktail party - Host rises at end of socialization period to make "pitch" - Parties open communication channels