Sem 1 -_4.03_ppt

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Sem 1 -_4.03_ppt

  1. 1. Utilize publicity to informstakeholders of business activities4.03
  2. 2. WRITE A PRESS RELEASE
  3. 3. PRESS RELEASEFACTUAL ANNOUNCEMENTS SENT TO THE MEDIA TOBE USED AS NEWS ITEMS ON REGULAR BASIS• WHO SENDS Press Releases?– Businesses, Organizations, Individuals, and Government• Locally, Nationally and Internationally• WHO CREATES Press Releases?– Public Relations Department
  4. 4. PURPOSES of PRESS RELEASES• Introduce NEW PRODUCTS• Keep the BUSINESS IN THE PUBLIC EYE• Position the BUSINESS’S IMAGE• Support good EMPLOYEE RELATIONS• Create good COMMUNITY RELATIONS
  5. 5. INFORMATION in PRESS RELEASESHARD COPY SOFT COPY•Information that shouldbe announcedIMMEDIATELY•Public will want to knowabout it right away•Information that DOESNOT need to beannounced immediately•PublicWILL NOT CARE ifthey hear about it now orlater
  6. 6. STEPS to WRITING A PRESS RELEASE1. PREPARE– List the most important facts– Identify which media to use2. PUT IMPORTANT INFORMATION FIRST– Inverted Pyramid Approach– “Who, What, When, Where, Why, How”3. STICK TO THE FACTS– AVOID USING OPINIONS or EMOTIONS
  7. 7. 4. Write CLEARLY and EASY TO UNDERSTAND– No complex words5. Write in ACTIVE VOICE (Verbs)6. EDIT Grammar and Spelling– If send with errors, CONTACT the media to givethe correct information IMMEDIATELYSTEPS to WRITING A PRESS RELEASE
  8. 8. “You Do”Write a Press Release for one of the following usingthe format on the 4.03 Handout:– Mooresville High School _________Team going to States– _______________Band is having a concert in Charlotte– _________________ NFL Team is going to the Superbowl– _________________ NBA Team is being purchased by_________________– _________________ (professional athlete) is injured for the restof the season– _______________________(corporate sponsor) is droppingsponsorship with __________________ (NASCAR Driver)
  9. 9. SENDING PRESS RELEASE to MEDIA• OBTAIN MEDIA DEADLINES– Send Press Release CLOSE to deadline• NEED to CATCH THE EDITOR’S ATTENTION– THE EDITOR DECIDES WHETHER TO PUBLISH ORBROADCAST THE RELEASE– INCLUDE A CAPTIONED PHOTOGRAPH• Picture that is accompanied by written text called a caption• Send the release to a specific person• Send a COVER LETTER with the release• Send a THANK-YOU NOTE after the release is used
  10. 10. PROFESSIONAL PRESS RELEASES• Typed• ARRANGE INFORMATION APPROPIRATELY:– Company NAME/CONTACT Information– WHENthe release should be used– If a PHOTOGRAPHis enclosed– A HEADLINEfor the release– The PLACE AND DATE of the news– The BODYof the release– Endof the release (“-END-”)
  11. 11. “You Do”Write a Press Release for one of the following usingthe format on the 4.03 Handout:– Mooresville High School _________Team going to States– _______________Band is having a concert in Charlotte– _________________ NFL Team is going to the Superbowl– _________________ NBA Team is being purchased by_________________– _________________ (professional athlete) is injured for the restof the season– _______________________(corporate sponsor) is droppingsponsorship with __________________ (NASCAR Driver)
  12. 12. DEVELOP A NEWSLETTER
  13. 13. NEWSLETTERSBulletin issued periodically to inform a groupabout a business/organization• EXCELLENT MARKETING TOOL– COMMUNICATE WITH THE PUBLIC– Increase business– Market your brand• TYPES of Newsletters– PRINTED– ONLINE
  14. 14. EFFECTIVE NEWSLETTERS•“CATCHY” CONTENT–Needs to be interesting to customers/fans•BLEND content articles with ADVERTISEMENTS–Promote your product throughout newsletter•BE POLITE–“Dear Friends”
  15. 15. STEPS to WRITING a NEWSLETTER1.RESEARCH– Look at other newsletters for ideas2.Develop a PLAN– WHO will write it, WHO will read it, WHO will distribute it?– WHAT is the content?– WHEN will it be published?– HOW will it be produced (Email or print)?3.Design aFORMAT– Number of columns/pictures/articles per page– Colors and Font Types4.SELECT PEOPLE to write articles to submit5.Create submissionDEADLINE6.EDIT7.DISTRIBUTE
  16. 16. DEVELOP A MEDIA GUIDE
  17. 17. MEDIA GUIDESSports-related press booklet published bysporting teams• Provide information about– Participants– Location– Price• ENCOURAGE TELEVISION/NEWSPAPER COVERAGE OFTHE SPORT• Goals:– Generate interest so the MEDIA WILL PROVIDE COVERAGE– ENCOURAGE SPECTATORS TO BUY TICKETS
  18. 18. DEVELOPING a MEDIA GUIDE• BUDGET– How much will is cost?• ADVERTISING– Who will buy advertising space?• Photographs and Graphics– Logos, photos from past seasons, team pictures, etc.• Page design– Layout: where will certain information go?• PRINTING/DISTRIBUTION– Online or Printed?– How will you get it to the fans?
  19. 19. “YOU DO”Your PROJECT GROUP will do ONE of the followingfor your team:1. Develop a NEWSLETTER using the steps from yournotes.2. Develop a MEDIA GUIDE using the steps from yournotes.• Research other examples of newsletters/mediaguides online for ideas.• Your newsletter/media guide MUST be printed inCOLOR and match the FORMAT of a realnewsletter/media guide (booklet).
  20. 20. EXPLAIN MEDIA RELATIONS
  21. 21. MEDIA RELATIONS and SPORTS• MEDIA:– keeps us informed, entertained and enlightenedof SPORTING EVENTS• SPORTS– Provides MEDIA with news and events whichattracts public interest
  22. 22. PUBLIC RELATIONS vs. MEDIA RELATIONSPUBLIC RELATIONS MEDIA RELATIONS•Communicating with ALL themany people an organizationmay have a relationship with•Employees•Customers•Fans•Communities’•MEDIA•Interaction with the MEDIA….•Reporters•Journalists•Editors•Print Media•Electronic Media•Online Media…to communicateorganization’s newsworthyinformation
  23. 23. MEDIA RELATION REPRESENTATIVES• BEAT WRITERS– Writer assigned to cover specific topics• Sports: typically assigned to cover specific sport or team• COLUMNISTS– Writer for a specific publication• TV Game Broadcasters• Radio Game Broadcasters• Photographers
  24. 24. MEDIA RELATIONSPOSITIVE EFFECTS NEGATIVE EFFECTS•MONEY•Media companies pay for the rightsto show a sporting event•Sports shown on the TV generatesponsorships•ROLE MODELS•Endorsements of famous athletes•INSPIRATION•Encourage people to get involved•COACHING AID•Watching games on TV can provideguidance to athletes, coaches orteams•BIAS•Onlyreally popular sports get muchattention•LACK OF ATTENDANCE•Games shown on TV-ticket salesoften drop•ATTENTION•Attention paid to pro athlete privatelives more than sport•DEMANDS•Media coverage impacts games(timing, commercials, etc.)
  25. 25. MEDIA RELATIONS and CRISIS• Athletes have become CELEBRITIES because ofincreased MEDIA COVERAGE– Their PERSONAL LIVES are covered by the Media– Must OVERCOME NEGATIVE PUBLICITY• Ex: After criticism for being overpaid, a pro-athletebecame a volunteer spokesperson for SpecialOlympics
  26. 26. “YOU DO”• CREATE an THINKING MAP demonstrating thefollowing concepts from today’s notes:– Public Relations VS. Media Relations– Positive and Negative Impacts of Media Relations– How a Crisis affects Media Relations• PRESENT Thinking Map to the Class
  27. 27. CULTIVATE MEDIA RELATIONSHIP
  28. 28. POSITIVE MEDIA RELATIONSHIPS• Developing POSITIVE RELATIONSHIPS with the Media:– GENERATES PUBLICITY• More publicity = More sales = More Money!– MAXIMIZE FAVORABLE NEWS AND EVENT COVERAGE• PLAN A MEDIA DAY– Give media chance to VISIT EVENT VENUE IN ADVANCE– ENCOURAGE MEDIA TO PUBLICIZE THE PREPARATIONS– Must be HONEST AND PROFESSIONAL• PUBLIC RELATIONS PROFESSIONALS should present themselves thisway
  29. 29. TYPES of MEDIA RELATIONSHIPS• INTERACTIVE– Both media and sport entity have ONGOING, TWO-WAYCOMMUNICATION• BUILD TRUST AND GOODWILL– BUILDS MUTUALLY FAVORABLE• Both parties must get something out it• PROACTIVE– Consider POSITIVE MESSAGES the company wants to send• REACTIVE– Consider potentially NEGATIVE NEWS and establish howthe company will respond

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