PR Principles Ch. 14

Flashcard maker : Lily Taylor
mass media
newspaper, magazines, radio, and television; diversified media technologies that are intended to reach a large audience
news release
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
multimedia news release
“smart media release;” social media release; makes it possible to embed photos/ graphics, video, and audio components
search engine
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
publicity photo tips
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
infographics
colored bar of pie chart; effective communication by placing facts and statistics in highly visual graphic context
why use infographics/ photos
1. people are visa 2. visuals help with a story 3. visuals are more shareable 4. visual elements have more distribution power
media kit
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
mat releases
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
media alerts
advisories, or alerts, let journalists know about upcoming events (such as a news conference, photo op, or interview)
fact sheets
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
product fact sheet
summary sheet about the characteristics of a new product that serve as a quick reference for a journalist writing a story
corporate profile
(second kind of fact sheet) one-page summary in bulleted list format that gives the basic fact about a company or organization
pitching a story
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)
media queries
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)
distributing media materials
five main methods: 1. first-class mail 2. fax 3. e-mail 4. electronic wire service 5. online newsroom
electronic news services
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)
online newsroom
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”
brand journalism
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
media interviews
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
preparing for an interview
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
print interview
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
news conferences
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)
news conference spokesperson
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
briefing
regularly scheduled conference held by a public official at stated times, even when there is nothing special to announce
before hosting a news conference
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)
planning/ conducting a news conference
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
photographers and TV crew at news conferences
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
online news conferences
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
media tours/ press parties
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
media tours
three kinds: 1. junket 2. familiarization trip 3. traveling executives media tours
junket
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
familiarization trip/ fam trip
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
traveling executives media tour
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
press parties
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

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