Objectives• Understand the role of the sport public relationsprofessional in distributing content to publics• Appreciate the value of news and its effect on mediacoverage• Become proficient in standard news release formatting• Identify the best distribution methods for releasinginformation• Become familiar with the benefits of social mediareleases
Communication Tactics for DistributingInformation• Advertising and promotional media - marketingdepartments• News media - “Credible presentations ofmessage to large audiences”.• Organizational media - variety of informationpieces (ch. 5)• Interpersonal communication - face-facedistribution (ch 11)
TacticPublicReachPublicImpactPros & ConsAdvertising/PromotionsHigh Low ?News Media Medium- High Medium-Low ?OrganizationalMediaMedium-Low Medium- High ?InterpersonalCommunicationLow HIgh ?
Relationship = Media RelationsDirect contact between PR rep and news media
News Releases...have descriptive valuevalue• News value(TIPCUP)– Timeliness– Impact to readers– Prominence– Conflict– Unusualness– ProximityWhat to write about??Anything related to the organization:- game preview, game summary- announcements, changes in time/day- personnel changes- sponsorships, eventsWhat is MOST interesting to the public?
News Release Formats and Elements• Header• Leader (who what when where why & how)• Body (inverted pyramid)• Ending– Boilerplate– 30 (ending notation)• Associated Press style
Header(This one w/ no location)LEADBODYperspective
Associated Press• Most press releases follow AP Style• Most likely to get picked up for stories• Guides commonly used terms, abbreviations,capitalizations, etc...
Hints and AlternativesQuick Tips for Making Your News Releases Effective• Headlines should be no more than 80 characters• The optimal length for a news or press release is between 300 and 800 words• Blog posts should be reformatted into traditional news or press release styleto be effective• Limit the number of Web page links in your news or press release to one foreach 100 words• Using industry jargon in your news or press release is fine, as long as youinclude samples and definitions that will help those outside the industryunderstandCoSIDA
Guidelines and AlternativesprTini• Social Media• Blogger Briefing• YouTube• Twitter etc...
News Release Types and Functions• Straight news - brief releases. Trades, sponsorships, coachingchanges, etc...• Competition previews (game advances) - helpsthe reporter craft the story. Assumes limited knowledge.• Competition stories - Results oriented. always emphasizepositive aspects of the organization. Lead sentences shape the story. Keymoments of play. Quotes from players or coaches. Written immediatelyafter the game. (Michigan vs. Louisville)Competition Preview:•Teams playing & win-loss records•Date, time, location•name of facility and capacity•live media coverage info•results of previous match-ups•starting lineups•Injury updates•late breaking news
Distribution• Printed distribution• Electronic distribution• Newswires (PR, BW)• RSS FeedsKey concerns:which method is most effective?what does the reporter prefer?follow with a phone callday of distribution?What arethe prosandcons?
Media Kits(press kit, press packets)Usually supports an event. Provides media with many usefulpieces of information• Biographies - important facts about people involved.• Fact sheets - one page outlines. “backgrounder infoabout the purpose of an event.• Other items - anything pertinent to the event
Audiovisual News Releases• Actualities - “soundbite” recording of a speech orquote. accompany with transcript for accuracy. 10-20seconds is ideal.• B-roll - unedited videos for newsmedia.• Video news releases• Organizational logo• Photography