wilcox chapter14

23
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved. Public Relations: Strategies and Tactics 11 th 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.

Transcript of wilcox chapter14

Page 1: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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.

Page 2: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

Chapter 14

Preparing Materials for

Mass Media

Page 3: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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

Page 4: wilcox chapter14

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.

Page 5: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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

Page 6: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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?

Page 7: wilcox chapter14

The Basic Online News Release

Tips and tricks on pp. 365-367

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

Page 8: wilcox chapter14

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.

Page 9: wilcox chapter14

The Components of a Social Media News Release

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

Page 10: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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

Page 11: wilcox chapter14

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.

Page 12: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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

Page 13: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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

Page 14: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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

Page 15: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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

Page 16: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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

Page 17: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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

Page 18: wilcox chapter14

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.

Page 19: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

Distributing Media Materials

News releases, photos, media kits and other media materials can be distributed by five major methodsFirst-class mail Fax E-mailElectronic wire servicesOnline newsrooms

Page 20: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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

Page 21: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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

Page 22: wilcox chapter14

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.

Page 23: wilcox chapter14

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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