{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Class Notes - CH 10 News Releases the stock and trade of...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
CH 10 8/26/11 News Releases – the stock and trade of people in PR industry. I. Purpose- to disseminate relevant information to build awareness. To interest reporters to do a story, arouse their curiosity, plan an interview. a. Not meant to be used verbatim (but many are- weekly newspapers b/c they have less staff, also radio)… b. Meant to provide the framework and initial information which provides a “jumping off point” for further media questions. c. They save the media time, money and effort d. They provide some level of controlled and accurate information. Brochure is controlled and self-contained and isn’t likely to be changed. e. Give an accepted method of access to the media for government, agencies, organizations and businesses. Everyone gets the same news releases f. Should NOT (But often are) be used as the sole means of a public information effort. They are easy to just shoot out, so people just use them as an easy way out. Also, there are so many of them so it’s hard for news outlets to sort through them. SHOULD be used in conjunction with other tactics for gaining media attention. g. Gains credibility for organization or business by running the issue through the 3 rd party… h. Creates a relationship for a spokesperson to become a media source or expert for future quotes on interests of the business or organization. II. Drawbacks a. Lost in clutter b. Can’t control how the information is used c. You need to be a credible news release writer, make the news reporter look good d. Limiting and you cannot be creative e. Failure to target a certain person in the news, will the release get to the right person f. Not newsworthy. You may think it’s important, but the media and news reporters need to think it’s important enough to put out to their audience. g. Doing a news release to please upper management or the client. h. Don’t write a finished story. On the contrary to save people time and money you can write a finished story. III. Type (don’t have to memorize, but just helps to know when to write them) a. Announcement releases: something happened that you want people to know about b. Spot: issue oriented c. Reaction: what does the org do to react d. “Bad News” release: telling people about something bad that happened (laying off employees) e. Hometown releases: very specific and sometimes strange… f. Feature releases
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
IV. Who gets them? a. Media… press, radio, TV, trade publications, newsletters, legislators, opinion leaders, and board members. b. NOTE: they are fully consumer audience available on the Internet. Usually on the company’s website c. General media outlets versus specific magazine or trade outlet 8/29/11 News Releases (continued) V. What makes something newsworthy? a. Timeliness : related to hot or current issues. On a website, it may be good to have all news releases present, but you really shouldn’t have too much outdated information.
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}