3. Other PR Writing Terms Boilerplate: Generally a short "about" section, providing independent background on the issuing company, organization, or individual. (source: wikipedia) Press Kit: A more robust compilation of media materials including bios, testimonials, sources, specs, videos, or other relevant materials. Interview Brief / Talking Points: Materials to prepare a company representative for an interview - may include key points, background statistics, and/or information about the interviewer. Embargoed press release / Exclusive: A press release given to a media outlet with legal restrictions as to when the news can be “broken.” Usually embargoed press releases accompany exclusive rights to a story.
10. Is the Press Release Dead or Alive? “ Far from dying, the press release flourishes. Indeed, a credible survey by the Oriella PR Network shows that nearly 75 percent of journalists questioned – over 750 in 15 countries during May-June 2010 – said they like to receive email press releases if the content is “high quality and well targeted.” -- Neville Hobson “ Press releases are created by committees, edited by lawyers, and then sent out at great expense through Businesswire or PRnewswire to reach the digital and physical trash bins of tens of thousands of journalists.This madness has to end.” -- Tom Foremski
13. Shrinking Newsrooms The U.S. Department of Labor has forecast another 120,000 newspaper layoffs over the next 10 years. The Boston Globe Cut 50 Newsroom Jobs Last Year. Increased pressure to be first to report. Increased pressure to drive click-throughs.
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15. OMG THEY ’RE TALKING ABOUT US, NOW WHAT?! When to respond. When not to respond. How to respond effectively.
16. The New PR -- equation Shrinking newsroom + Proliferation of publishing platforms + 24 Hour news cycle and blackberry syndrome + Social media + Citizen Journalists and commentators The fastest, most critical conversation you ’ll ever take part in or lead. … and you must take part.
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18. The MOST critical information: Who, what, where, when, why Strengthening Details Quotes, future information, background Everything Else
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Notes de l'éditeur
6-6:10 How was writing bios? What do you think was the challenge there? WAYR / WAYF Did anyone after last class go find some blogs to share? 6:10-6:15 How many of you are public relations students? Why ’d you pick that major? What ’s public relations all about? Why?
Hand out examples of each. What is the commonality between all of these? = Newsworthy
What are some of the common components of each? Scenario 1: You are Lady Ga Ga ’s press agent. You have just found out that Lady Gaga has been nominated for 12 Music Awards. Scenario 2: You are PETA. You have just seen lady gaga at the MTV music awards, wearing a meat dress -- you are PISSED Scenario 3: You are working for an incumbant politician who is very favored to be re-elected. He has decided to step down for personal reasons. There are going to be a lot of people speculating as to why. Scenario 4: You are a technology company about to launch a new product. You will have a launch event. (advisory and press kit). Underneath everything -- you ’ve got nothing if you don’t have a story. Back to our questions in the first class. You ’ve got to be interesting. I don’t care if you’re selling mortuary services. You’ve got to find the angle. Why?
blog.tradetang.com Because THIS is who you ’re pitching. They are overworked. Frazzled. Uninformed about what makes you special. And… there are fewer and fewer of them. You think that ’s bad? Before you get to the editor. You’ve got to get through this guy
You think that ’s bad? Before you get to the editor. You’ve got to get through this guy Meet: Bored Intern Bored intern is a student at Northeastern who ’s dad pulled some strings and got him this job…which would be great if this job involved anything beyond sifting through emails To dazzle overwhelmed editor/journalist and bored intern, you ’ve got to be newsworthy.
Timing Particularly in a 24 hour news culture -- timing is everything. Significance The number of people affected by the story is important, as are major cultural implications. Proximity Stories which happen near to us have more significance. The closer the story to home, the more newsworthy it is. Prominence Famous people get more coverage. Human Interest Human interest stories appeal to emotion. They aim to evoke responses such as amusement or sadness. Television news programs often place a humorous or quirky story at the end of the show to finish on a feel-good note.
Significance, timing (right before 9-11, right after mosque) Prominance, proximity,Timing 3. Human interest, quirk factor 4. Proximity, timing
Significance 2. scandal MUST BE AT 7PM
What value do press releases provide? Why does Tom Foremski think the press release is dead? What cultural shifts have caused people to question it as a channel? If the press release begins to lose significance in media relations, how will announcements make their way to the pages or digital spaces of our media? What does this mean for you as potential public relations professionals?
What do they mean by 3 kinds of readers? What are diagonal readers? News aggregators -- GET AP RIGHT When and how to respond to posts/articles/ comments - astroturfing size of audience correct inaccuracies - do not pick fights Even tone, your job is to inform not incite
http://www.msnbc.msn.com/id/25773289/ Three journalists I used to pitch on a regular basis -- gone. Not replaced.
What does it mean that it ’s a 24 hour black berried news cycle? Aggregators -- You have to get AP right. (Press release: Salvation Army Story) Twitter -- http://boston-media-tweeters.wikispaces.com/ Do not pitch via twitter. Or if you do it -- make it gooood. Comment boxes -- knowing when to respond.
WHEN TO RESPOND Fix inaccuracies Add your perspective/stance When not to respond - size of audience If the blogger or commenter is clearly baiting, being antagonistic, or trying to incite a fight. Respond only, when you think it ’s productive or important. When not to respond: If the blogger or commenter is talking about another United Way. Hints on responding about United Way: Be transparent -- say that you work at a United Way. Don ’t pick fights or get pulled into them. They’re not productive. Don ’t speak negatively about another organization or individual. Answer thoughtfully, ask questions, your goal is to learn and inform. Provide a link to relevant content on your website http://beth.typepad.com/beths_blog/2009/03/united-way-social-networking-spring-fever.html http://www.patriotledger.com/news/x7529572/South-Shore-organizations-get-130-000-from-United-Way Should be at 8:30 - if not -- got to ethics slide show.
Hand-out: information overload document
More than two quotes gets excessive If you don ’t get it, neither will the readers
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