PUR 3000 Chapter 14 – Flashcards
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News Release
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press release; goes back to when Ivy Lee wrote one for Pennsylvania Railroad in 1906
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Two reasons media relies on news releases:
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(1) reality of mass communications today is that reporters and editors spend most of their time processing info
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Planning a news release ?'s
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Key message? primary audience? what does target audience gain? what objective does release serve? best format for the info?
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Basic online news release format
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Single spacing 200 words or less inverted pyramid approach; important info 1st top line = name of organization and logo second line = date third line = headline city of organization in lead paragraph use a pull quote as part of the release provide links last paragraph should have basic info end with name, number, email
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B.L. Ochman
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"think of the online news release as a teaser to get a reporter or editor to your website for additional info" - use specific subject line - 200 words or less - short sentences in each paragraph - bulleted points - contact info - never send as an attachment
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Multimedia news release "smart media release"
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make it possible to embed a news release with high resolution photos/graphics, video and audio components - expanded the audience beyond the traditional media outlet - includes social media tags, bookmarks, news channel distribution, audio headline summaries, etc. - formatted so info is easy to scan - bullets and lists of ready made quotes
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SEO
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Search engine optimization - process of carefully selecting key words for the news release that make the content easily retrievable
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PRWeek reporter McGuire's SMR social media tips:
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- distribute release through a service that carries hyperlinks to downstream sites such as Yahoo finance, AOL News, Netscape DO NOT - go link crazy - confusing - use low res images - use all tools all the time, focus on the message first
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Publicity photos
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more people 'read' photos than articles - not published unless they appeal to media gatekeepers who choose the content - QUALITY - sharp detail and strong contrast - never send photos as an attachment - SUBJECT MATTER - variety of subects - large group; 'grip and grin' - COMPOSITION - uncluttered photo is best, (1) tight shots with minimum background (2) emphasis on detail (3) limit wasted space - ACTION - good to show people doing something - SCALE - ex someone holding an ipod next to a pile of CD's showing effectiveness - CAMERA ANGLE - LIGHTING - COLOR - almost all publicity photos are color
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Media Kit
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also known as a press kit - they are usually prepared for major events and new product launches and purpose is to give editors and reporters a variety of info making it easier to write about the topic
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Traditional media kit contents
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usually a 9x12 folder with the following: (1) basic news release (2) news feature about product (3) fact sheet about product/organization (4) photos (5) bios on CEO's/spokesperson (6) brochure (7) contact info/websites
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E-kits
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distributed online, through flashdrives, email, etc. - cost savings for the organization is a big factor and honoring the needs of various publications should always be considered
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Mat releases
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originally sent in mat form; today they are sent in a variety of ways including word documents, pdfs, and jpegs - feature angle is used instead of a lead that gives a key message - geared toward providing helpful consumer info and tips about a variety of subjects in an informative way with only a brief mention of the nonprofit or corporation - more sophisticated: entire color page layout that a newspaper can select and publish with no cost
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media alerts and fact sheets
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- also referred to a media advisory may be sent with news releases or by themselves - most common format is bulleted items - may contain: one line headline, breif paragraph about the event, some of journalism's five W's and contact info
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Two different fact sheets
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(1) Product fact sheets - summary sheet about the characteristics of a new product that serves as a quick reference for journalists writing the story (2) Corporate profile - one page summary in bullets giving basic info about organization or company - provides reporters with a crib sheet so they can verify certain facts
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Pitching a story
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- most pitches today are in the form of email, phone call, email, text, or tweet - if you can capture attention they might read the news release - 'don't pitch your product, pitch how your organization solves problems for customers'
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Basic guidelines for pitching through email
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- use sufficient subject line - keep the message brief - do not include attachments - don't send blast emails to a large number of journalists - send tailored email pitches to specific reporters and editors, relevant to their publications - remove redundant recipients - give editors option of getting off your email list; this ensures list is targeted to those who are interested - establish an email relationship
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Examples of opening lines that generate media interest
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"How many students does it take to change a lightbulb?" "The man who will end ipod whiplash" "Wearing Prada can be the devil to your spine"
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Distributing media materials
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(1) first class mail (2) fax (3) email (4) electronic wire services (5) online newsrooms
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Electronic newsrooms
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Two major newswires: business wire/ PRnewswire - release automatically entered into database which can be accessed by reporters, editors, and general public - provide a cost effective way to directly reach thousands of media across the nation and even the globe
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online newsrooms
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good online newsroom should have: (1) current/archived news releases (2) PR contacts (3) photos (4) product info (5) opportunity for journalists to sign up for daily RSS feed
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other tips for online newsrooms by PRWEEK
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(1) keep the online newsroom content simple (2) make high res photos and graphics available that can be used for publication (3) link the pressroom to the company homepage
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Preparing for a media interview
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- need to say something to entertain and inform the audience - PRP needs to gain an understanding of the interviewers purpose
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Print interview
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- may take about an hour - result may be a published 400-600 word story - magazine interviews usually explore story more in depth than in a newspaper
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News Conferences
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- referred to as press conference as well - makes for quick dissemination of a persons comments and opinions to a number of reporters at the same time - most are planned in advance but can sometimes be spontaneous - celebs hold impromptu conferences to give info about a divorce, new contract - public officials usally have scheduled conferences usually called a briefing
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Planning a news conference
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- PRPs need to distinguish if the info can just as effectively be distributed through a media kit or news release - checklist for organizing a conference: 1. convenient location 2. set date and time 3. distribute a media advisory about conference 4. write a statement for spokesperson to give and make sure he rehearses it 5. anticipate questions 6. prepare a media kit 7. prepare visual materials 8. make arrangements for the room 9. arrive early to double check arrangements
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Online news conference
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Attendance is often better for bloggers; journalists can view and ask questions while at their desks - more cost efficient and effective
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Media tours
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(1) a trip or junket - to inspect a company's manufacturing facilities in several cities (2) familiarization trip - offered to travel writers and editors by the tourism industry (3) organizations executives travel to key cities to talk with selected editors
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Press Parties
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Host rises to make a pitch at end of party guests given press info
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PRPs want two possible outcomes when they send a release to the media
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(1) the release will generate enough interest in the reader that he will follow up by writing a more in depth story about the subject, covering the event, etc (2) the release will be used as is
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Journalists' criteria for news
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- value and benefit to their audience - uniqueness - human interest - conflict/ controversy - visual appeal *PRPs have to think like journalists, make info relevant, be great story tellers
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News release format
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A news release is written like a news story in "inverted pyramid" style, following basic journalistic tenets. - headline - summary lead - quotes using readable attribution - background grafs/ boiler plates/ nut grafs * Feature-style writing can be employed for releases with nominal hard news value (human interest).
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PR copywriting
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Slogans/taglines Social media content Ad copy Brochures, fliers, annual reports Articles / op eds Web site content
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Media Interviews - uncontrolled contexts
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The PRP's roles: -Securing & arranging the interview -Preparing the interviewee to relay key messages; be telegenic, pleasant, and brief; and remember the needs/goals of the media outlet (i.e. provide information of value to its audience) -Actually serving as interviewee ("spokesperson") PRPs starting out should look for training opportunities
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During press conferences/ Media interviews
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Keep your cool Don't say more than you know to be true As much as possible, stick to prepared answers Don't appear unresponsive.
