- 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 10- Distributing News to the Media May 5, 2010
- 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.
- 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.
This semester I have learned so much about the world of PR. So many things that I had no clue matter or were even important. Here are the top ten things I learned this year:
Twitter: Social networking has proven to be a very important method of media knowledge and getting to know others in the PR world.
Comment, comment, comment!- The old saying, “Do unto others” applies to blogging folks! If you want people to comment on your posts, comment on theirs! Get the mental juices flowing by actually READING their blog! Commenting is important if you so that you can get your name higher up on the google search engine!
Write it out : Free writing is the best way to acquire practice and to get your ideas on paper. Once you have a clear concept, blog about it, and share it with the World. Writing using Microsoft Word first is best for avioding gramatical errors!
Resume 101- Learning how to formulate a strong resume is key. Lack luster resumes will get you nowhere, and leave you jobless.
Dealing with a Crisis- react quickly and confidently, and tell the truth! Be sure what you are doing will positively take care of the problem at hand.
Know your audience- Once you see who is viewing and commenting on your posts, try to gear your topics and interests towards them, but of course without losing your personality and individualism!
Proofread, Proofread, Proofread!!!- You can never proofread too much. Look over your releases, and articles ten times, and then let someone else look it over as well. If there are mistakes, you will lose credibility, and confidence in your co-workers and the community. You never want to look stupid just because you didnt take the extra time.
Be personable: Get to know your clients and colleagues. It is important to develop trust and to be comfortable in your work environment.
Research:Although time-consuming, research is super important to know exactly what you are talking or writing about.
Listen!- Being a good listener is a rare quality these days. Take time just listen and silently evaluate the situation and your interviewer.
I have really gained some vaiable information! Thank you for the learning experience!
Chapter 7- Creating News Features and Op-Ed May 4, 2010
- 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.
- 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.
- News releases are the basic element of almost every publicity plan. When published or broadcast, they can raise public awareness and influence decision-making.
planning a worksheet and answering the five Ws and H are the basic first steps in writing a new release.
- One key to writing a successful news release is to emphasize the local angle.
Keep the news releases factual and avoid puffery.
- The news release has six components: organization name, contacts, headlines, dateline, lead paragraph, and the body of text.
Make sure those that are listed on the contact list are knowledgable about the topic and accessible to reporters.