Chapter 14 APR 231 Notes
Chapter 14 APR 231 Notes APR 231
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This 6 page Class Notes was uploaded by Courtney Small on Thursday March 24, 2016. The Class Notes belongs to APR 231 at University of Alabama - Tuscaloosa taught by William J. Gozenbach in Fall 2015. Since its upload, it has received 29 views. For similar materials see Intro public relations in Advertising at University of Alabama - Tuscaloosa.
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Date Created: 03/24/16
Chapter 14: Preparing Materials for Mass Media Tuesday, March 8, 2016 PR and News • PR accounts for 50% of news • 70% of adults follow local news • Uncontrolled, Editor • Reporters process info • Reporters rely on PR • News release: Disseminate info to mass media and other outlets Characteristics of News • Impact/consequence • Oddity/unusual • Conflict • Known principal/prominence • Proximity • Timely News Values • Accuracy • Objective • Fairness/Balance The News Release: Planning • Key message • Primary audience • Audience gain • Objective • Is the news release the best format for the info The News Release: Writing • Newsworthy information • Research • Outline • Draft: Active Tense • Edit, Edit, Edit The Basic Online News Release • Single Space • 200 words or less, 5 paragraphs • Inverted pyramid: Important first, 5W, H • Again, active tense • Top Line: name of organization, logo • Second Line: Date • Headline in bold face; ID what about; Subject line in e-‐mail (20 words or <); Key word for SEOUA News release The Basic Online News Release • Source location; Ex. Chicago • Two to three short sentences per 5 paragraphs • Use bulleted points for key points • Use pull quote: highlighted in box; point of release • Provide relevant links • Boiler plate: Key summary info • End with contact info: name, phone, email, URL • Never send release as attachment unless requested • AP Style • Localize The Multimedia Release • Smart Media release (SMR) • Embed high resolution photo/graphics, video, audio • Business Wire, PR newswire, PRWeb, Market wire • Team with google, yahoo, bing: Max Exposure via SEO (Search Engine Optimization) • Ex. Agricultural Bio Technology; use genetic modification p.368 • Smart Media Release The Multimedia Release • Bypass gatekeeper • Bypass gatekeepers online • Social media tags: Digg, Technorati, del.icio.us and other social bookmarking sites • Digg Technorati • Other links to blogs, organization’s newsroom, space where readers can post; key terms in key positions; distribute with pro who access key sites, such as Yahoo News • Don’t use low-‐resolution images; opt for high-‐resolution multimedia; don’t go link crazy; don’t use all tools all time, focus on message, tools complement Publicity Photos • Tell with picture • Quality: print media need 300 dpi; protected site • Subject matter • Composition: tight, detail, cut wasted space • Action • Scale • Camera Angle: more compelling • Lighting: product photo lite; contrast • Color: Almost all color; use several formats: web, CD, PDF, Flash Drive Infographics • Because facts and figues can be boring • Why include them? o People are visual o Visuals help with a story o Visual are more shareable o Visual elements have more distribution power Media Kits: Traditional • 9X12 folder • Basic News Release • Feature about product, service • Fact Sheet: product, organization, event • Photos, graphics • Bios: Spokesperson, Executives • Basic Brochure • Contact Information Media Kits: E-‐Kits • Electronic press kit (EPK); digital media kit • The norm today • Distribute via e-‐mail, web, CD, Flash drive • Big cost savings • Use both print, EPK: consider audience needs • May include product photos, Mat Releases • Feature focus; canned features; regular “expert” columns; feature angle instead of lead • Standing head: Healthy Eating, Cooking Corner • Consumer info/tips, brief client mention • Subtle sell of client • Ex. Chicken and Rice, via Rice-‐a-‐Roni • Family Features, North America Precis Syndicate • Other type: Entire color page layout for paper P. 376 Watermelon Promotion Assn. • Nestle Media Alert • Media Alert or Media Advisory • News Conference, interview • One-‐line headline • Paragraph outlining Fact Sheet • Fact sheet: crib sheet, key info, use in media kits • 2 Types: Summary sheet and Corporate profile • Summary Sheet: info on new product; quick reference for journalists • Corporate Profile: 1-‐page, bulleted list summary; basic facts about co. or organ. • Plan A Baby Media Alert Pitching a Story • Phone, text, e-‐mail, social mediPitca • Sell story, interview, etc • Do for significant story Pitching by e-‐mail • Use succinct subject lines • Get to the point • Keep the message brief • Don’t include attachments • Provide links when necessary • Don’t sent “blast” e-‐mails • Taylor your pitches • Remove redundant recipients from database • Allow editors to get off of your list • Establish ongoing relationships Tapping into Media Inquiries • Journalist seek info • Services: ProfNet by PR Newswire • 2 free services: Reporter Connection and Help a Reporter Out HARO Delivery • Releases, photos, media kits and other media material: Distributed 5 major ways: • Mail: First class, direct to person • Fax • E-‐mail • Electronic wire services • Online Newsroom Electronic News Services • Business Wire, PR Newswire • 25,000 a month each • Smart releases • Smart release with one photo, file: $1200 nationally • Complete smart page: $3000 nationally • Basic release, text only, 400 words, national: $750 • Basic world-‐wide (100 nations, 21 languages): $9,000 • Also mobile news releases Online Newsrooms • Minimum: • Current and archived news releases • PR contacts • Photographs • Product information • RSS feed • CDC Online Newsroom • Brand journalism trends Other Print Tools • Newsletter • Company magazines • Brochures • Annual Reports Media Interviews • Public relations practitioner must help interviewee say something that will inform or entertain the audience • Know interview’s purpose to assemble facts and data for client to use • Be well acquainted with the interviewer’s style • The print interview • Person-‐to-‐person talk for hour that results in a 400-‐600 word story • Asking to approve a story before publication is viewed as a form or censorship • Stay on message News Conference • Important information: Positive/negative • 2-‐way; quick, widespread dissemination • Only afternoon paper: 9:30/10 • AM paper: By 2 • TV: By 2 Important Points • Location: convenient, set up, visuals, double check • Outlets, mirrors, donuts • Friday afternoon, before holidays bad; late morning or early afternoon • Invite: 6-‐8 weeks, 1 month, several days • Send media advisory; Have media release, packets, visuals • Keep key people out • Bring in, introduce • Prepare written statement(s) • Questions: Anticipate • On-‐camera comments • Get key people out • No off-‐record, no lies • Online: stream versions Media Tours: 3 Types • Junket: Trip to view facility/product; usually pay travel, board, food • Familiarization Trip : Allow them to see first hand: Ex. Alabama Tourism: “Race Tour” • Executives travel to key cities/editors: Ex. High tech industries • Payment • Daily newspaper: usually no • Trade, small papers: expenses • TV/Radio: expenses • No lavish gifts, non-‐purpose trips • Work with reporter, sensitive Press Party • Social event followed by “pitch” • Means to get acquainted, open channels • Work at conventions, conferences best • Gifts: only token, no obligation Organize Press Party • Details: Schedule, Food, Rooms, Equipment • Transportation • Walk through