ch 5 Tools of the Trade - Tools of the Trade From ANRs to...

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Unformatted text preview: Tools of the Trade From ANRs to White Papers ANRs Audio News Release A news release prepared for the ear A "sound bite" for the radio 60 second ANR includes Intro TwoThree succinctly written sound bites Close ANRs ANRs are preproduced radio stories marketed to radio stations as a news or feature item. ANRs are similar to video news releases (VNRs), except they're for radio, not television. ANRs In most cases, an announcer introduces the story, then "tosses" to a sound bite from the client. An ANR can be pitched to radio stations for use during newscasts (a Custom Pitch ANR), or it can be placed as a feature in a radio program that is produced by a distribution. Benefits of ANRs One of the biggest advantages is cost. Production and distribution can be completed for less than half the price of a VNR. Another advantage is convenience. In most cases, a telephone interview lasting between 15 and 30 minutes is all that's required. Video News Releases VNRs gaining popularity in last five years Debate about whether viewers should be told the news items was prepared by an outside source Video News Releases Guidelines for VNR use Hire a professional Have a solid news story preferably related to health, safety, finance or education SME is well trained Test the story idea before you create the VNR Tie VNR distrobution to national months "diabetes awareness" Discuss guaranteed placement with your vendor ANRs and VNRs Pros/Cons Pros Both ANRs and VNRs are beneficial for smaller TV and radio stations Also useful for global operations when you can add voice overs in different languages You control the message and the footage ANRs and VNRs Pros/Cons Cons ANR and VNR should meet the criteria of the TV and radio news directors and assignment editors Should be professionally produced TV stations cannot edit or rework VNRs as easily as video they have shot on their own Editing is more difficult VNRs can be expensive ANRs and VNRs Pros/Cons Cons Credibility may be an issue with some stations Measurement can be difficult Briefings If the topic is too complex consider briefing key journalists before an announcement Allows time for a detailed explanation Briefing can be face to face, teleconference or videoconference Blogs Blogs are considered so powerful that most mainstream media have reporters or other staffers creating blogs to "talk" with mainstream America. This medium represent unintermediated access to information, opinions and perspectives Editorial Board Visits You and an executive or some other company notable visit the editorial boards of the media you use the most Visit at least once a year Update the editorial board on Organization's status Future Plans Upcoming challenges Editorial Board Visits Leader gives a brief presentation and then fields questions Do not expect stories as a result However, an editorial in support of your organization or issue can influence policy makers and public opinion Editorial Board Visits You should prepare a press kit with a copy of the presentation, backgrounder, management bios and anything else that would serve to educate the editorial board The format of an editorial board meeting can vary widely, depending on the issue and on the newspaper itself. Some meetings are relaxed and informal with one or two editorial writers talking with the guests over coffee. Others are large, with numerous reporters and editors attending. Editorial Board Visits Newspapers' approaches to these meetings vary greatly, but the purpose is the same -- to evaluate the issue and decide if it warrants editorial support, and if so, what position the newspaper should take. Therefore, it goes without saying that an editorial board meeting is a serious undertaking. FAQs In preparing a major announcement, simple release or online press kit, you should create a FAQ sheet for reporters Questions will crafted by anticipating what the media, shareholders or financial analysts will ask Feature Releases News and Feature Style Writing Interesting, informative pieces that entertain but are not necessarily "must have" news Features can go "behind the scenes" or focus on an employee or volunteer Good for smaller newspapers and magazines that do not have adequate staff to write their own features News Conferences A news conference should offer news and a forum for the exchange of information Questions to ask when considering a news conference: Is the announcement something that will have significant impact on your target audience? Is this a major product announcement? You can only announce it once, after that it is promotion News Conferences Is this a complex issue that cannot be explained with a news release? Does the occasions involve a new CEO, football coach, celebrity or head of state from who the media would want quotes? Could the info be adequately covered with a press release of email before calling a news conference? News Conferences Logistics are critical Does not have to be held in a hotel ballroom... if worthy, the journalists will go to where the news is.. The plant, lab, warehouse, trade show Must have plenty of room for cameras as well as chairs for reporters Also make certain power needs are met, as well as lighting and acoustics News Conferences Online Press Conferences Inexpensive and time saving Create a link on the Internet a special website for the conference Use streaming video and upload copies of all supporting materials for easy access Can be audio only or include video and graphics Make sure to archive the conference for future reference News Conferences Timing consideration for your primary media Notification at least four to seven days in advance with the exception of crisis communication Protocol Greet reports as they arrive Have a preset list of procedures, agenda and links for info Start ontime; this is critical Stay within the timeframe Thank journalists for attending News Conferences Available Material Press Kit New Release Fact Sheets FAQs Time Line White Paper Backgrounder News Releases Most commonly known way to get into the media but the most misused Grammar and typographical mistakes Fluffy press kits Lack of local angle Missing information Out of date Meaningless management commentary or corporate jargon News Releases Prerequisites to sending the release Make sure it is news Follow the W's Who What Where When Why Lose the fluff News Releases Basic Components of a Release Name of organization Contact name and numbers Headline or Subject Line A Release Time A Date An Ending News Releases Tips on Writing a release Follow AP Style Keep it to one page Clear writing Use the Pyramid Use Adjectives with caution Most unique product ever Make it local News Releases Tips on Writing a release Attribute news to a person, rather than an organization credibility Indent paragraphs Select a good typeface Times, Arial, 12 point News Releases for Electronic Media New release for print is not the same as one for electronic media Radio written for ear Television written for eye and ear Print and electronic written for eye only News Releases for Electronic Media Best test for electronic news writing is to prepare the release as though it were going to be read directly from your computer Read the release aloud to another and ask them to retell the message News Releases for Electronic Media Tips for radio and TV broadcast styles Add the release time AND the read time "for 15 seconds" Everything must be spelled out because the release is written to time and not space No abbreviations, numerals or unusual words News Releases for Electronic Media Sentences are short with descriptive words before rather than after nouns "thirtynine yearold vice president" Inverted pyramid rule is not used in broadcast journalism In broadcast style, the release tells what the news is, tells it again and tells it again OpEd Pieces Opposite the editorial page Provides a place for your organization to offer an opinion on a subject or perhaps take a stand on a current issue OpEd Pieces Criteria vary but there are some general rules On average they run every day, one to three articles, about 750 words Read the intended publication to see how other op eds have been written Contact the publication for submission criteria OpEd Pieces Criteria vary but there are some general rules Some editors like to discuss ideas Topics vary Opinion Public affairs Politics Education Law Journalism Must be relevant and timely OpEd Pieces Criteria vary but there are some general rules Not used as a vendetta medium Define the issue, state the problem as you see it, provide history and suggest ways to change or improve Publishing Your OpEd Have something to say Be timely Be topical Start with a grabber Have a point Straight to the gut sentence/hook Back it with facts End with call to action Photographs Check with the media on their criteria for digitals images Stand alone photos are still fine to use If you are not a good photographer, consider outsourcing Be judicious in using photos Add them to your company website Separate files for leaders and other org photos Pitches Reporters and editors receive hundreds of pitches and news releases daily Pitching Tips Ask how the editor prefers to receive story ideas (email, call) Explain the story outcome in two sentences Pitch should be one to two paragraphs max Forget embellishments Be ready to set up interviews on the spot Contact the editor only in the way they want to hear from you News pitch is not a sales pitch or PowerPoint presentation Public Service Announcements PSAs are extremely important for nonprofit organizations The key is getting them aired PSA Tips Emphasize quality or quantity (better quality to compete with professional ads) Focus on specific media Spend time with the community affairs person at the station do not send the PSA without contact Public Service Announcements PSA Tips Don't expect to get 60seconds One message at a time in the PSA Redundancy is key include a script Be grateful Keep it simple Find a celebrity spokesperson Call to action Language matters Timing is important Satellite Media Tours SMTs have been around since the 80s They are upbeat and interactive Live, rolling interview with preset times in which on spokesperson can accommodate 10 20 individual interviews with reporters anywhere in the world within 12 hours Spokesperson is not tied to a deak, could be conducting a product demo or have an interesting locale SMTs are interactive, an advantage over VNRs Standby Statements and Q& As If you know an event that could break into the news and cause a reporter to call Standby Statement Basic facts of the situation and your organization's position It is not a news release Spokesperson will issue to the media and use to answer reporter questions Standby Statements and Q & As Q&As List of expected questions a reporter would ask and the answers you would give Not to be distributed to reporters Internal use only Should answer the 5 W's Approved in advance for use Serve as talking points, should not be read like a script Subject Matter Experts SMEs media relations person's best friend Expert who can answer questions about the announcement Generate an internal list of SMEs for you to contact OR provide it to journalists (depends on how well your SMEs perform in interviews) Subject Matter Experts Media guide of SMEs should include Note: SMEs can assist in answering questions but there are times when you must convert their expert language into language for the average reader, viewer or listener Full name and contact info Topic area Languages spoken If they are available for print only or TV and radio White Papers AKA Position Papers Explore depth and detail on an issue facing your org and offer proposed stands White papers serve to educate media and other stakeholders White Papers Four sections of a white paper Situation or background Possible solutions Position Next steps (call to action) ...
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This note was uploaded on 03/21/2012 for the course MARKETING 114 taught by Professor Handy during the Spring '12 term at University of Central Oklahoma.

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