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wilcox chapter14

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wilcox chapter14

  1. 1. Public Relations: Strategies and Tactics 11th Edition Dennis L. Wilcox Glen T. Cameron Bryan H. Reber This multimedia product and its contents are protected under copyright law. The following are prohibited by law: •any public performance or display, including transmission of any image over a network; •preparation of any derivative work, including the extraction, in whole or in part, of any images; •any rental, lease, or lending of the program. Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  2. 2. Chapter 14 Preparing Materials for Mass Media Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  3. 3. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  4. 4. 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.
  5. 5. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  6. 6. 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? Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  7. 7. The Basic Online News Release  Tips and tricks on pp. 365-367 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  8. 8. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  9. 9. The Components of a Social Media News Release Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  10. 10. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  11. 11. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  12. 12. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  13. 13. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  14. 14. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  15. 15. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  16. 16. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  17. 17. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  18. 18. 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.
  19. 19. Distributing Media Materials  News releases, photos, media kits and other media materials can be distributed by five major methods First-class mail Fax E-mail Electronic wire services Online newsrooms Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  20. 20. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  21. 21. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  22. 22. 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.
  23. 23. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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