370 Sep 26 News Release

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  • 370 Sep 26 News Release

    1. 1. JOURNALISM 370 SEPTEMBER 26, 2011
    2. 2. Let’s talk Memos and Letters
    3. 3. READING MEMO, STATEMENT OF WORK AND CLIENT MEMO THOUGHTS <ul><li>The Good: </li></ul><ul><ul><li>Tone was professional. </li></ul></ul><ul><ul><li>You seem genuinely excited about the material and potential to help these folks in need. </li></ul></ul>
    4. 4. Areas For Improvement <ul><li>Follow the format </li></ul><ul><ul><li>Refer to the memo format in the handouts. </li></ul></ul><ul><ul><li>Refer to the letter writing format in the handouts. </li></ul></ul><ul><ul><li>Refer to the syllabus on how to send me a file. </li></ul></ul><ul><ul><li>Put your name on your work. </li></ul></ul>
    5. 5. Areas For Improvement. <ul><li>Way, way too much passive voice. </li></ul><ul><ul><li>Any form of “To Be” is a red flag. </li></ul></ul><ul><ul><li>Any time you have the word “by,” it’s a red flag. </li></ul></ul>
    6. 6. Areas For Improvement. <ul><li>Watch your prepositions. </li></ul><ul><ul><li>If you see a preposition, chances are you can condense your copy. </li></ul></ul><ul><ul><li>SVO writing can eliminate many prepositions. </li></ul></ul>
    7. 7. Areas For Improvement.
    8. 8. Areas For Improvement. <ul><li>What’s up with commas? </li></ul><ul><ul><li>When you link two sentences together with “and” or other conjunctive phrase, you need a comma. </li></ul></ul><ul><ul><li>I went to the baseball game, and the vendor got me a hot dog. </li></ul></ul><ul><li>When the subject of the sentence is the same, you shouldn’t need a comma </li></ul><ul><ul><li>I went to the baseball game and got a hot dog. </li></ul></ul><ul><ul><li>I went to the baseball game, and I got a hot dog. </li></ul></ul>
    9. 9. Areas For Improvement. <ul><li>What’s up with commas? </li></ul><ul><ul><li>AP Style suggests when you list items, the final listed word before and does NOT need a comma. </li></ul></ul><ul><ul><ul><li>I got a hot dog, nachos and ice cream at the baseball game. </li></ul></ul></ul><ul><li>AP Style is email, not e-mail. </li></ul>
    10. 10. Areas For Improvement. <ul><li>You need to read your copy aloud. </li></ul><ul><ul><li>There were several typos. </li></ul></ul><ul><ul><li>Several sentences didn’t have a period at the end. </li></ul></ul><ul><ul><li>Apostrophe use was wrong. </li></ul></ul><ul><ul><li>Other sentences were awkward and didn’t make an ounce of sense if you read them. </li></ul></ul>
    11. 11. Areas For Improvement. <ul><li>The best writing happens in the revision process. First drafts never cut it. </li></ul><ul><ul><li>The person I will be working with this quarter is named Bob Smith. His title is Executive Director. </li></ul></ul><ul><ul><li>My point person is Executive Director Bob Smith. </li></ul></ul>
    12. 12. Areas For Improvement. <ul><ul><li>We over rely on prepositions. </li></ul></ul><ul><li>The purpose of the organization is… </li></ul><ul><li>The organization’s purpose. </li></ul><ul><li>ATTENTION SPANS ARE SHORT. </li></ul><ul><li>DON’T GIVE PEOPLE A REASON TO LEAVE </li></ul>
    13. 13. Areas For Improvement. <ul><li>Use bullet points. </li></ul><ul><li>Use bold font. </li></ul><ul><li>Your copy bled together, especially on the reading memo. </li></ul>
    14. 14. Areas For Improvement. <ul><li>Let me list one, two, three, four, five and six. </li></ul><ul><li>Let’s consider the following: </li></ul><ul><ul><li>One Two </li></ul></ul><ul><ul><li>Two Four </li></ul></ul><ul><ul><li>Three Six </li></ul></ul>
    15. 15. Areas For Improvement. <ul><li>Let me list one, two, three, four, five and six. </li></ul><ul><li>Let’s consider the following: </li></ul><ul><ul><li>One Two </li></ul></ul><ul><ul><li>Two Four </li></ul></ul><ul><ul><li>Three Six </li></ul></ul>
    16. 16. Areas For Improvement. <ul><li>When will you be done with your work? </li></ul><ul><li>What is the revision process? </li></ul><ul><li>These protect you from getting crushed with extra work. </li></ul>
    17. 17. NEWS RELEASE BASICS
    18. 18. WHY ARE YOUR WRITING A NEWS RELEASE IN THE FIRST PLACE? <ul><li>News Releases are still the backbone of publicity programs. </li></ul><ul><li>Competition is greater than ever. </li></ul><ul><li>How do you increase likelihood of publication? </li></ul><ul><ul><li>Follow standardized format </li></ul></ul><ul><ul><li>Know and meet the needs of your audience </li></ul></ul><ul><ul><li>Be timely </li></ul></ul>
    19. 19. CONVINCING YOUR COMPANY ON THE VALUE OF NEWS RELEASES <ul><li>Help achieve organizational objectives. </li></ul><ul><li>Be cost effective. </li></ul><ul><li>Lead to news articles, which affect purchasing decisions. Third party endorsements are a big deal. </li></ul>
    20. 20. RESEARCH CONSIDERATIONS <ul><li>What’s the subject and focus of the release? </li></ul><ul><li>Who is the intended audience? </li></ul><ul><li>What are the benefits for the audience? </li></ul><ul><li>What are the organizational goals? </li></ul><ul><li>What do you need to achieve and communicate via the release? </li></ul>
    21. 21. TYPES OF NEWS RELEASES <ul><li>Announcements </li></ul><ul><ul><li>Personnel, </li></ul></ul><ul><ul><li>Products, </li></ul></ul><ul><ul><li>Financial, </li></ul></ul><ul><li>Spot announcements: Response to problems of external cause </li></ul>
    22. 22. TYPES OF NEWS RELEASES <ul><li>Reaction: When an event or situation impacts the organization </li></ul><ul><ul><li>Bad news: Comment, don’t cover up bad news </li></ul></ul><ul><ul><li>Local news: Localized news gets covered more often </li></ul></ul>
    23. 23. PARTS OF A TRADITIONAL NEWS RELEASE <ul><li>Letterhead: Print the first page on organization letterhead </li></ul><ul><li>Contacts: Include PR contact information </li></ul><ul><li>Headline </li></ul><ul><ul><li>Factual </li></ul></ul><ul><ul><li>Active present tense </li></ul></ul><ul><ul><li>Devoid of hype </li></ul></ul><ul><ul><li>Most important information first </li></ul></ul>
    24. 24. PARTS OF A TRADITIONAL NEWS RELEASE <ul><li>Dateline </li></ul><ul><ul><li>City of origin </li></ul></ul><ul><ul><li>Date </li></ul></ul><ul><ul><li>Is this for immediate release or “embargoed” ? </li></ul></ul>
    25. 25. PARTS OF A TRADITIONAL NEWS RELEASE <ul><li>Lead </li></ul><ul><ul><li>Most important paragraph…this lays the foundation, draws the reader in and sells the story </li></ul></ul><ul><ul><li>Summary Lead </li></ul></ul><ul><ul><li>Most important item first </li></ul></ul><ul><ul><li>Think about your commitment statement </li></ul></ul><ul><ul><li>Think about why a viewer or gatekeeper would care </li></ul></ul>
    26. 26. PARTS OF A TRADITIONAL NEWS RELEASE <ul><li>Inverted Pyramid Diamond </li></ul>
    27. 27. RELEASE CONCLUSION <ul><li>Boilerplate/Tag: A brief paragraph explaining who the organization is and what it’s all about. </li></ul><ul><li>Include a short, clear description. You can work off a company’s mission statement. </li></ul><ul><li>If you win awards, let people know. </li></ul><ul><li>Let people know where they can learn more and continue the conversation. </li></ul>
    28. 28. WHAT ABOUT QUOTES <ul><li>Use them. </li></ul><ul><li>Quotes should have adjectives and emotion. </li></ul><ul><li>Know the process of quote approval. </li></ul>
    29. 29. DIGITAL NEWS RELEASE <ul><li>Email subject line must be catchy. </li></ul><ul><li>Do you attach the release or put it in the email itself? </li></ul><ul><li>Embed photos/graphics, video, audio. </li></ul><ul><li>Include social media tags. </li></ul><ul><li>Pitchengine.com </li></ul>
    30. 30. LET’S TALK BLOGGERS <ul><li>Here’s how I target bloggers </li></ul><ul><ul><li>www.technorati.com </li></ul></ul><ul><ul><li>www.blogged.com </li></ul></ul><ul><ul><li>www.followerwonk.com </li></ul></ul><ul><li>Good old fashioned grunt work </li></ul><ul><ul><ul><li>What blogs are bloggers reading? </li></ul></ul></ul><ul><ul><ul><li>RSS feeds </li></ul></ul></ul><ul><ul><ul><li>Follow the trail…. </li></ul></ul></ul><ul><li>Bloggers can be your best friend or worst enemy. </li></ul><ul><li>Prepare for both. </li></ul>
    31. 31. Blogger Relations The Differences <ul><li>77% of Internet users read blogs </li></ul><ul><li>89% of journalists conduct research on blogs </li></ul><ul><li>72% of bloggers blog to share experience </li></ul><ul><li>61% of bloggers supplement their income by blogging </li></ul>
    32. 32. Blogger Relations The Differences <ul><li>Bloggers don’t break news </li></ul><ul><li>Bloggers answer to readers and communities, not editors or news directors </li></ul><ul><li>Bloggers didn’t graduate from J school, let alone Scripps </li></ul><ul><li>Bloggers don’t have daily deadline; they don’t need press releases </li></ul><ul><li>Bloggers can get paid to promote products; they just have to disclose payments. </li></ul>
    33. 33. Blogger Relations <ul><li>Define The Ask </li></ul><ul><ul><li>Do you want to giveaway products? </li></ul></ul><ul><ul><li>Do you want a guest post? </li></ul></ul><ul><ul><li>Do you want an interview? </li></ul></ul><ul><ul><li>Do you want to be part of their links page? </li></ul></ul><ul><ul><li>Do you want permission to use their name as part of future outreach? </li></ul></ul>
    34. 34. Blogger Relations <ul><li>Build A Relationship </li></ul><ul><ul><li>What do they like to write about? </li></ul></ul><ul><ul><li>How do they want to be pitched? </li></ul></ul><ul><ul><li>How far in advance to they work? </li></ul></ul><ul><ul><li>What is their favorite post? </li></ul></ul>
    35. 35. Blogger Relations <ul><li>Justification: Offer a simple declarative sentence as to why anything you’re pitching would matter to the blogger’s readership. </li></ul><ul><ul><li>Does it solver a reader’s problem? </li></ul></ul><ul><ul><li>Will it spark a conversation that helps generate more traffic to the blog? </li></ul></ul><ul><ul><li>Are you responding to the blogger’s needs? </li></ul></ul>
    36. 36. Blogger Relations <ul><li>Make The Relationship Last </li></ul><ul><ul><li>Many bloggers use their blog as a revenue generating instrument. </li></ul></ul><ul><ul><li>How can PR pro drive quality traffic to the site. </li></ul></ul><ul><ul><li>Link Building </li></ul></ul><ul><ul><li>@mentions on Twitter and Facebook. </li></ul></ul>
    37. 37. Blogger Relations <ul><li>Content </li></ul><ul><ul><li>Product Reviews </li></ul></ul><ul><ul><li>Research Findings </li></ul></ul><ul><ul><li>New Data </li></ul></ul>
    38. 38. NEWS RELEASE AND FACT SHEET DUE NEXT WEEK <ul><li>A news release and fact sheet about your organization. </li></ul><ul><li>A memo, no more than one page, explaining the theory you used to write the release </li></ul><ul><ul><li>Why is this news? </li></ul></ul><ul><ul><li>What research did you use to ID this subject? </li></ul></ul><ul><ul><li>Your commitment statement that guided your writing. </li></ul></ul>
    39. 39. NEWS RELEASE AND FACT SHEET DUE NEXT WEEK <ul><li>Send all material to me in one Word file. </li></ul><ul><li>Material should be in my inbox at the beginning of class. </li></ul><ul><li>You’ll be graded equally on the fact sheet, news release and memo. </li></ul>

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