Danielle's PR Writing World :)

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Chapter 13- Producing Newsletters May 5, 2010

Filed under: Chapter Notes — ladyd23 @ 5:55 pm
  • Printed materials, such as newsletters, magazines, and brochures, are still important communication channels in the internet age.
  • Two strengths of print publications are that they can feature in-depth stories and they can reflect the “face of the organization. Other strengths include portability and extended shelf-life.
  • An editor must balance management expectations, employee needs, and journalistic standards.
  • A publication’s format and content should reflect the organization’s  culture, goals and objectives.
  • Today’s employees want periodicals that address their concerns about the economic health of the organization and their job security.
  • Every publication should have an overall mission statement. An annual editorial plan outlines the kind of stories and features that will support the organization’s  priorities.
  • The newsletter is the most common organizational publication. Magazines usually  are the most expensive publication and are often sent to both internal and external audiences.
  • Headlines should be written in active voice and provided key messages.

Chapter 12- Tapping the Web ad New Media

Filed under: Chapter Notes — ladyd23 @ 4:31 pm
  • The worldwide adoption of the internet and the World Wide Web has taken less time than the adoption of any other mass medium in history.
  • Public relations practitioners are heavy users of the Internet and the Web. They disseminate information to a variety of audiences and also use the internet for research.
  • Writing for the Web requires nonlinear organization. Topics should be in index-card format instead of a long, linear narrative. This allows viewers to click on the information most interesting to them.
  • Written material for the Web should be in short, digestible chunks . Two or three paragraphs should be the ideal length of a news item. Long pieces of information require too much scrolling and turn off viewers.
  • Publicizing and promoting a website are necessary to generate traffic. Print and Internet advertising, email, hyperlinks, and putting the URL on all printed material are some of the ways to promote a site.


Chapter 10- Distributing News to the Media

Filed under: Chapter Notes — ladyd23 @ 1:04 pm
  • Media directories, whether print, CD-ROM, or online, are essential tools for compiling media lists and distributing information.
  • Media lists and e-mail addresses must be updated and revised on a regular basis; journalists frequently change jobs.
  • Publicists use editorial calendars to find out what specials editions or sections various publications are planning for the year.
  • Tip sheets let publicists know what kind of material a publication or broadcast station is seeking for a particular purpose.
  • Mailing labels must be accurate; they should be addressed to a specific editor by name and include such details as the floor or suite in an office building.
  • The vast majority of news releases and other press materials are now distributed via email and through electronic news wires.

Chapter 9- Writing for Radio and Television

Filed under: Chapter Notes — ladyd23 @ 12:46 pm
  • The broadcast media are important channels of communication, but using them requires thinking in terms of sound and visual elements.
  • Radio releases are similar to press releases, but they require more concise writing and conversational tone.
  • Audio news releases (ANRs) are more interesting because they include soundbites, music, and sound effects.
  • Public service announcements (PSAs) are short broadcast announcements used by nonprofit groups and public agencies.
  • Radio media tours (RMTs) are a cost-effective way to reach many stations with an exclusive interview over a wide geographic area.
  • Television is an excellent medium of communication because it combines the elements of sight, sound, motion, and color.
  • television news releases must contain both sound and visual elements such as graphics, slides, or videotape.

Chapter 8- Selecting Publicity Photos and Graphics

Filed under: Chapter Notes — ladyd23 @ 3:00 am
  • Photographs and graphics add appeal and increase media usage of news releases or features.
  • Digital cameras are now used for publicity photos; such photos can be taken and distributed almost instantly.
  • A public relations writer should be familiar with the elements of a good publicity photo: quality, subject matter, composition, action, scale, camera angle, lighting, color.
  • Publicity photos should be sharp, clear, and high contrast.
  • Photos should be creative and have no more than three or four people in it. No large group photos!
  • Action photos are better than posed shots.
  • Use professonal photographers if you plan to send material to news organizations.

Chapter 7- Creating News Features and Op-Ed May 4, 2010

Filed under: Chapter Notes,T.O.W — ladyd23 @ 7:13 am
  • News features story can generate publicity for “ho-hum” products and services. It also can give background, context, and the human dimension to events and situations.
  • News feature writing requires right-brain thinking intuition, image-making, and  conceptualization.
  • Features and background stories are part of a trend in the print media to do what is called service journalism “news you can use.”
  • Photos and graphic are an integral part of a feature story package.
  • Feature stories are formatted much like news releases and use extensive quotes, concrete examples, and highly descriptive words and information presented in an entertaining  way.
  • A good feature writer is curious and asks a lot of questions. He or she con conceptualize and see possibilities for the development of a feature article.
  • There are several types of features: Case study, application story, research study, backgrounder, personality profile, and historical feature. They can also be a blend of many types.

Chapter 6- Preparing Fact Sheets, Advisories, Media Kits, and Picthes May 3, 2010

Filed under: Chapter Notes — ladyd23 @ 1:14 pm
  • Fact sheets are a brief outline of an event, an organization, or a new product. The purpose is to place basic and supplemental information at the editor or journalists fingertips.
  • Media advisories also called media alerts, tell assignment editors about a upcoming event. They often suggest photo, video, and interview opportunities. Media alerts about upcoming events typically include the five Ws and H in outline form.
  • Media Kits are packets of material that my include news releases, photographs, feature stories, fact sheets, position papers, backgrounder, and brief biographical sketches.
  • Electronic press kits (EPKs) are prepared in CD format or are available online from organizational Web sites. They can include all the information in a printed media kit, but also include audio sound bites, high-resolution photos, video clips, and product demonstrations.
  • The purpose of a pitch letter is to convince editors and reporters to cover an event or do a story. Pitches to editors must be breif, raise interest, and come immediately to the point.