New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Chapter 14 APR 231 Notes

by: Courtney Small

Chapter 14 APR 231 Notes APR 231

Courtney Small

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Notes from lecture on Tuesday March 22, 2016
Intro public relations
William J. Gozenbach
Class Notes
public relations, Introduction
25 ?




Popular in Intro public relations

Popular in Advertising

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.

Similar to APR 231 at UA


Reviews for Chapter 14 APR 231 Notes


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

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,  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    


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Kyle Maynard Purdue

"When you're taking detailed notes and trying to help everyone else out in the class, it really helps you learn and understand the I made $280 on my first study guide!"

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.