wilcox chapter14
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Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Public Relations:Strategies and Tactics
11th Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 14
Preparing Materials for
Mass Media
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Chapter 14 Objectives Write a standard or multimedia news release Recognize the components of a good publicity
photo Prepare media kits, media advisories, and fact
sheets Use proven techniques to “pitch” a story to a
journalist Understand the structure of an organization’s
online newsroom Organize media interviews, news conferences,
and media tours
The Importance of Mass Media
Traditional media are still pervasive
70% of U.S. adults follow local news
Perceived as trusted information source
Symbiotic relationship with new media
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
The News Release
Created by Ivy Lee in 1906 Primary purpose is the dissemination of
information to mass media such as newspapers, broadcast stations, and magazines
The media rely on news releases for 2 reasons: Reporters and editors spend most of their time
processing information, not gathering it No media enterprise has enough staff to cover every
single event in the community
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Planning a News Release
Questions to give the release direction and purpose: What is the key message? Who is the primary audience for the release? What does the target audience gain from the product
or service? What objective does the release serve? Is a news release the best format for the information?
The Basic Online News Release
Tips and tricks on pp. 365-367
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The Multimedia News Release
“Smart media release” (SMR)
Embed high-res photos/graphics, video, and audio
Search engine optimization (SEO) to increase exposure
Inclusion of social media tags
Writing tips Concise, clear
headlines Focus keywords in 1st
2 paragraphs Link early Include multimedia Include logo
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The Components of a Social Media News Release
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Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Publicity Photos Print and electronic news releases are often
accompanied by a photo 8 elements to consider
Quality Subject Matter Composition Action Scale Camera Angle Lighting Color
Infographics Because facts and
figures can be boring Why include them?
People are visual Visuals help with a story Visual are more
shareable Visual elements have
more distribution power
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Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Media Kits
A media kit (press kit) is usually prepared for major events and new product launches
Give editors and reporters a variety of information and resources
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Media Kits, cont.
Traditional media kit is a 9X12 folder with inside pockets Basic news release News feature about the
product or service Fact sheets on the product,
organization, or event Photos Bios on the spokesperson
or chief executives Basic brochure Contact information
Digital media kit distributed via email, website, or flash drive
May include Product photos Executive officer’s photos Trademark information Industry association links Product brochures Video clips
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Mat Releases
Uses feature angle is used instead of a lead
Geared toward providing helpful consumer information/tips about a variety of subjects with only brief mention of the nonprofit or corporation Canned features Regular columns featuring an expert An entire color page layout that a
newspaper can publish without cost
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Media Alerts and Fact Sheets
Most common format of media alert/media advisory is short, bulleted items
May contain One-line headline Brief paragraph outlining the story idea or event Some of journalism’s 5W1H Whom to contact for more information
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Two Kinds of Fact Sheets
Summary sheet Contains information
about the characteristics of a new product that serves as a quick reference for journalists writing a story
Corporate profile One-page, bulleted
list summary that gives the basic facts about an organization or company
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The Art of Pitching a Story
A pitch occurs when public relations practitioners and publicists contact editors to convince them about a newsworthy story idea
Variety of channels for a pitch Phone call Text E-mail Social media
Media queries
Guidelines for 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
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Distributing Media Materials
News releases, photos, media kits and other media materials can be distributed by five major methodsFirst-class mail Fax E-mailElectronic wire servicesOnline newsrooms
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Media Interviews
Preparing for an interview 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 that results in a 400-600 word
story Asking to approve a story before publication is viewed
as a form or censorship
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News Conferences
A news conference (press conference) allows for a quick, widespread dissemination of a persons comments and opinions to a number of reporters at the same time
Planning and conducting a new conference Public relations professionals must assess whether
the information can be distributed via a news release or media kit first
Online news conferences Can be cost-effective, have better attendance, and
have a greater impact
Tips for Organizing a News Conference
Select a convenient location Consider the date and time Distribute a media advisory Write a statement for the spokesperson
Help him or her to rehearse
Anticipate questions the press may ask Prepare a media kit Prepare visual materials as necessary Make advance arrangements for the room Arrive 30 to 60 minutes early
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Media Tours and Press Parties
There are 3 types of media tours Trip or “junket” Familiarization trip or
“Fam trip” Executives from an
organization travel to key cities and talk to selected editors
Press parties Can be luncheon,
dinner or cocktail party Host rises at the end
of the socialization period to make the “pitch”
Parties open channels of communication