Things You Need to
Know That You
Won’t Learn in the
Classroom
PRSSA Workshop #1
PR Lingo
• COB—Close of Business. Often used in deadlines.
• Hit—Media coverage
• Editorial Calendars--schedules that maga...
PR Lingo Continued
• Boilerplate—a brief paragraph stating who you are, what you
do, and how you do it, usually used as th...
Know the media you’re
pitching
• Before a pitch, DO YOUR RESEARCH
• KNOW:
• How the reporter/outlet likes to be contacted
...
Useful websites and
research tools
• Factiva
• Nexis
• Quantcast
• Cision
• America’s Newspapers
Media Lists
• Include: Outlet, prefix, first & last names, title, email,
phone
• Create document in excel
• Double check f...
Backgrounders
• Include:
• What event or promotion the backgrounder will be used for
• brief biography of reporter
• brief...
Coverage Reports
• Index page that includes
• Article title
• Author
• Date published
• Brief summary of article
• Include...
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PRSSA Workshop - What you can't learn about PR in the classroom

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Presentation from our first PRSSA Workshop "What you can't learn in the classroom"

Published in: Career, News & Politics, Business
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PRSSA Workshop - What you can't learn about PR in the classroom

  1. 1. Things You Need to Know That You Won’t Learn in the Classroom PRSSA Workshop #1
  2. 2. PR Lingo • COB—Close of Business. Often used in deadlines. • Hit—Media coverage • Editorial Calendars--schedules that magazines and other publications will distribute a year in advance going over what each issue is going to cover • lead time—period of time that reporters and producers need to prepare stories and information for publication or broadcast • Pitching– can be used for presenting an idea to the media, or presenting ideas to a client in the hopes of winning business. • Sweeps—also referred to as media monitoring, search the media for coverage of your client or issues related to your client.
  3. 3. PR Lingo Continued • Boilerplate—a brief paragraph stating who you are, what you do, and how you do it, usually used as the first paragraph in a biography or last paragraph in a news release • Masthead—list of editors, publishers, and senior reporters in each publication's issue. It includes an address and telephone number • Wire service—news stories, features, etc., sent by direct line to subscribing or member newspapers and radio and television stations • Reach—geographic area of the audience and the number of readers, listeners, or viewers who can access the media in any region • Impressions—the number of people who may have seen an article, heard something on the radio etc.
  4. 4. Know the media you’re pitching • Before a pitch, DO YOUR RESEARCH • KNOW: • How the reporter/outlet likes to be contacted • Why would your story interest the reporter and their readers? Know the audience. • What types of stories does the reporter’s outlet run? • Research deadlines DO: the earlier you pitch the better, make sure it’s timely, provide additional information or a way to get more information, start with an email pitch DON’T: pitch to traditional media via social media, follow-up*, bribe reporters, send email pitches at odd hours
  5. 5. Useful websites and research tools • Factiva • Nexis • Quantcast • Cision • America’s Newspapers
  6. 6. Media Lists • Include: Outlet, prefix, first & last names, title, email, phone • Create document in excel • Double check for misspellings/mistakes • Cross check Cision with outlet websites
  7. 7. Backgrounders • Include: • What event or promotion the backgrounder will be used for • brief biography of reporter • brief summary of the outlet they work for • examples of their works (if possible choose articles that relate to your client) • Rate how they cover your client/issues related to your client as negative, neutral, positive
  8. 8. Coverage Reports • Index page that includes • Article title • Author • Date published • Brief summary of article • Include full text of the article, hyperlink to index • Include chart with number of impressions

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