PR Principles Ch. 14 – Flashcards
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mass media
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newspaper, magazines, radio, and television; diversified media technologies that are intended to reach a large audience
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news release
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written or recorded communication directed at members of the news media for the purpose of announcing something newsworthy; referred to as a press release; the most commonly used PR tactic; "earned" media
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multimedia news release
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"smart media release;" social media release; makes it possible to embed photos/ graphics, video, and audio components
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search engine
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help provide maximum exposure to news releases; looks for certain terms in a document to help classify the content to make it easier to find online
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publicity photo tips
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quality- contrast and sharp detail; subject matter- variety of subjects; composition- uncluttered; action- show people doing something; scale- adds interest; camera angle- interesting angles make subject more compelling; lighting- "best light;" color- digital color photos
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infographics
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colored bar of pie chart; effective communication by placing facts and statistics in highly visual graphic context
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why use infographics/ photos
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1. people are visa 2. visuals help with a story 3. visuals are more shareable 4. visual elements have more distribution power
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media kit
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often called a press kit; used to combine news releases, publicity photos, and video clips about an event or new product to give editors and reporters a variety of info that helps them write about the topic
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mat releases
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distributed in a variety of formats for use in newspapers, magazines, blogs, and online news/ lifestyle sites; different than traditional news release because a feature angle is used instead of a lead; geared toward providing helpful consumer information and tips
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media alerts
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advisories, or alerts, let journalists know about upcoming events (such as a news conference, photo op, or interview)
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fact sheets
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give the five Ws and H of an event in outline form; can also be used to provide background of an executive, product, or organization
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product fact sheet
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summary sheet about the characteristics of a new product that serve as a quick reference for a journalist writing a story
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corporate profile
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(second kind of fact sheet) one-page summary in bulleted list format that gives the basic fact about a company or organization
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pitching a story
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when PR personnel give journalists and editors story ideas about their employer or client; usually emailed but can also be text or tweet; based on research and presented creatively/ a creative idea (sometimes referred to as building relationships or engaging)
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media queries
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used by journalists when they are seeking information and names of people to interview for a particular story; offers a direct way for journalists to post a query asking for info on a story/ to find an expert (ex: PR Newswire or Help a Reporter Out)
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distributing media materials
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five main methods: 1. first-class mail 2. fax 3. e-mail 4. electronic wire service 5. online newsroom
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electronic news services
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a method of distributing news releases most used by corporations (particularly true for financial information); no paper involved; the release is automatically entered into the appropriate database/ search engines to be accessed by editors, reporters, and the public (two major ones: Business Wire and PR Newswire)
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online newsroom
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gives journalists access to everything from organization's executive profiles to most recent news releases; can also download photos, graphics, videos, and background material-- "media's front door to the company"
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brand journalism
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content marketing; newest trend in online newsrooms is posting feature stories that go beyond just reporting news; posting about topics and trends that interest a wider audience
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media interviews
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a great deal of media coverage is generated by reporters calling an organization's spokesperson or working through the PR department to arrange an interview
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preparing for an interview
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person being questioned should entertain or inform; interviewer will set a theme to the convo; figure out the interviewers purpose and provide data and facts-- short direct answers w/out hesitation will show strength and credibility
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print interview
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may last about an hour; informal setting; result in a published story 400 to 600 words-- interviewee has no control over what is published; you should not ask to approve the interview this is seen as a form of censorship; magazines interview in greater depth than newspapers
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news conferences
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more formal approach to a media interview; often referred to as a press conference; makes quick widespread dissemination of a person's comments; saves time and reaches more reporters; most are a positive projection of the host's plans; some are unanticipated (controversial situations)
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news conference spokesperson
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should be well-prepared and able to achieve a measure of understanding and sympathy by carefully composed statement when news conference opens-- should still uphold atmosphere of cooperation; do not appear resentful to questioning, but admit that the situation is bad
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briefing
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regularly scheduled conference held by a public official at stated times, even when there is nothing special to announce
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before hosting a news conference
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asses the info to see if it can be distributed through a news release or media kit as effectively before deciding to hold a news conference; do not want to waste reporters time; choose what hour is best based on local media situation (9:30 am is city has afternoon paper, 2 pm if paper publishes in the morning/ early afternoon for 6 pm newscast)-- date and time (not on fridays or before holidays)
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planning/ conducting a news conference
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distribute media advisory about upcoming news conference; write a statement for spokesperson; rehearse the conference; anticipate questions; prepare a media kit; prepare visual materials if necessary; advanced arrangements for the room (enough chairs and a center aisle for photographers); arrive 30-60 mins early; don't cut questions off prematurely
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photographers and TV crew at news conferences
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arrange the room so that photographers and TV crew do not obstruct the reporters; sometimes spreader will stay after for photo opp/ on camera statement or to talk to bloggers
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online news conferences
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interactive webcasts that allow journalists and bloggers around the world to participate in a news conference; attendance is better because journalists can view and ask questions while at their own desk
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media tours/ press parties
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two approach for briefing the media/ getting to know journalists and editors on a more personal basis rather than the businesslike, time-efficient manner of a typical news conference
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media tours
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three kinds: 1. junket 2. familiarization trip 3. traveling executives media tours
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junket
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most common media tour is a trip where editors and reporters are invited to inspect a company's manufacturing facilities in several cities, ride an inaugural flight, watch previews of the TV network, etc.; host usually picks up the tab for transporting, feeding, and housing the reporters
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familiarization trip/ fam trip
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offered to travel writers and editors by the tourism industry; convention and visitor bureaus and resorts pay all expenses in the hope that writers will report favorably on their experiences; travel articles in magazines and newspapers usually result from a reporter's fam trip
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traveling executives media tour
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organization's executives travel to key cities to talk with selected editors; depending on the editor's preferences, the executives may visit a publication and give background briefing to key editors, or a hotel conference room may be set up where the executive may talk to editors from several publications at once
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press parties
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may be a luncheon, dinner, or cocktail party; standard practice is for the host to rise at the end of socializing period and make a "pitch;" may be to launch a new product, a brief policy statement w/ question and answer, or soft-sell thanks to guests; this approach to briefing media opens channels of communication and developed contacts between reporters and organizations; guests usually get info packets and a small token gift
