Chapter 7 Notes- Creating News Features and Op-Ed

The Value of Features

feature story – provides additional background information, generates human interest, and creates understanding in a more imaginative way

• Types of features

1. case study – tell how individual customers have benefitted from a company’s product of service or how another organization has used the product or service to improve efficiency or profits. (third party endorsement/testimonial the helps boost popularity of product/service)
2. application story – focuses on how consumers can use a product in new ways
3. research study – surveys and polls
4. backgrounder

• one type focuses on a problem and how it was solved by an organization or a product
• another type explains how a technology or product has evolved over time

1. personality profile – people like reading about people (celebs, CEO’s of companies, etc.)
2. historical piece – anniversaries, major changes, centennials, etc.

Parts of a Feature

• Headline
• The lead – purpose in a feature story is to attract attention and get the reader interested to read entire article (as opposed to summary lead in a news release).
• Body
• Summary

Op-Ed – purpose is to present a variety of views on current news events, governmental policies, legislation, and social issues.

Text Used is:

Public Relations Media Techniques- 6th Edition
by: Denis L. Wilcox

Chapter 6 Notes- Preparing Fact Sheets, Advisories, Media Kits, and Pitches

Public Relations Writing and Media Techniques- 6th Edition

by: Denis L. Wilcox

Expanding the Publicity Tool Kit

• fact sheets – one page background sheets about an event, product, or organization
  • a list of facts in outline or bullet form that a reporter can use as a quick reference when writing a story.
  • types of fact sheets:

1. for upcoming events
2. one-page sheet giving key facts about an organization – corporate profile
3. a summary of a new product’s characteristics.

• media kits/press kit – contains news releases, fact sheets, and photos; assembled to introduce new products, services and major events.
  • Usually prepared for major events and new product launches.
  • A basic media kit may include:

1. News release
2. Fact sheets
3. News feature
4. Background information
5. Photos and drawings with captions
6. Biographical information on the spokesperson or senior executive
7. Basic brochures

• media advisories/media alert – let editors know about a newsworthy event or an interview that could lend itself to photo/video coverage.
  • types:

1. Most common format uses: one line headline, brief paragraph outlining story, 5 W’s, and reporter’s contact info
2. Used to announce time/location
3. Used to let reporters and editors know about an interview opportunity

• making a pitch – writing effective memos and e-mails that will persuade reporters/editors to cover your product, service, or event.
  • A good pitch has three phases

1. Researching the publication or broadcast show
2. Writing the e-mail or letter and making the call
3. Following up

Chapter 5 Notes- Writing the News Release

Public Relations Writing and Media Techniques Sixth Edition

by: Denix L. Wilcox

The Backbone of Publicity Programs

• Press release- backbone of almost every publicity plan.
• 55%- 97% of all news releases sent to media outlets are almost never used
• 1) Standardized Format  2) Provide information that will be interesting to the audience   3) Material must be timely

Basic Questions when planning a News Release

1. What is the subject of the message? Specific focus?
2. Who is the message designed to reach?
3. What is in it for the audience? Benefits/rewards?
4. What goal is the organization pursuing? What is the organization’s purpose? Is it to increase sales? Position the company as a leader? Show company’s concern for environment? Etc.
5. What do you want to achieve with the NR? To change attitudes/behavior or to increase attendance at a local event?
6. What key messages should this news release highlight? How can they be tailored to the format of a specific publication and its readers?

Types of News Releases

1. Announcements – personnel appointments, new products/services, mergers, awards, parties, anniversaries, openings/closings, etc.
2. Spot announcements- When a storm disrupts the services of a public utility or a fire or an accident stops work, a flood closes roads, etc.
3. Reaction stories – when a n event or situation has an impact on the organization.
4. Bad news – The only way to make the best of a bad situation is to confront it; a release giving facts and the organization’s point of view should be drafted immediately.
5. Local news – most common reason that news releases get used is the presence of a local angel

Parts of a Traditional News Release

1. Letterhead
2. Contacts
3. Headline – brief, sometimes have a second headline known as a subhead
4. Dateline
5. Lead Paragraph – most important part of any news release
6. Body of Text – write in inverted pyramid style. Most important facts go at the beginning of the news release so the editors will see the most interesting lines first thing.

Chapter 4 Notes- Finding and Making News

Public Relations Writing and Media Techniques

by: Denis L. Wilcox

The Challenge of Making News

publicity- resulting coverage from providing information to the media in hopes that it will be published or broadcast

publicist- PR writer who writes and places stories in the media

Publicists need to know 3 things

1. Thoroughly familiar with traditional journalistic values
2. Know where to find news and how to select the angle that will be most interesting to journalists and the public
3. They must be problem solvers and come up with creative publicity tactics that effectively break through a forest of competing messages

Publicist must navigate at least 4 obstacles

1. Media gatekeepers
2. Incredibly shrinking news hole
3. Traditional mass media is now fragmented- need to be adept at preparing and packaging publicity materials in a variety of formats
4. Information overload

Take several steps to overcome the obstacles

• Understand news values
• Target the right media with your information
• Thing continuously about the interests of the reader/listeners
• Keeping in mind the objectives of the client or employer

What Makes News

• Timeliness- news must be current
• Prominence – presence of movie stars, rock stars, athletes, can attract media coverage; also can use governor or even a mayor.
• Proximity- surveys have shown that the news release most acceptable to media gatekeepers are those with a local angle.
• Significance- any situation or event that can affect a substantial number of people is significant.
• Unusualness – anything out of the ordinary attracts press interest and public attention
• Human Interest – people like to read about other people
• Conflict- two or more groups advocate different views on a topic of current interest this creates news
• Newness- any news release announcing a new product of service has a good chance of being published.

How to Find News

• Internal News Sources – periodicals, clipping files, important papers (annual reports, market share, sales projections, etc.)
• External News Sources – you need to read, listen to, and watch the news for events and situations that may affect your organization.

How to Create News

Brainstorming, Special Events, Contests, Polls and Surveys, Top 10 Lists, Product Demonstrations, Stunts, Rallies and Protests, Personal Appearances, Awards

Chapter 3- Avoiding Legal Hassles

coThe key points from Chapter 3 of Public Relations Writing and Media Techniques (6th Edition) are:

1.   Libel and Defamation

• libel- printed falsehood
• slander- (false) oral communication, such as a speech or a broadcast mention
• defamation- a collective term for libel/slander

2.   Invasion of Privacy

• treatment of employees with regard to employees
• PR writers are subject to litigation in regard to employees’ privacy in 5 areas (Employee newsletters, Photo releases, Product publicity and advertising, Media inquiries about employees, Employee blogs)

3.  Copyright Law

• A copyright under U.S. law protects original material for the life of the creator plus 70 years

4.  Trade Mark Law

• A trademark is a word, symbol, or slogan that identifies a product’s origin.

5. Regulatory Agencies

• SEC closely monitors the financial affairs of publicly traded companies and protects the interests of stockholders.
• FTC ensures that advertisements are not deceptive or misleading

PRCA 3330: Chapter 2- Becoming a Persuasive Writer

Chapter 2 of “Becoming a Persuasive Writer“* focuses on the basics and theories of communication, the definition of persuasion, ethics, semantics, and timing.

Richard Perloff author of “The Dynamics of Persuasion” gives the definition of persuasion as “an activity or process in which a communicator attempts to introduce a change in the belief, attitude, or behavior of another person or group of persons through the transmission of a message in a context in which the persuadee has some degree of free choice.”

The chapter also redefines the basics of communications- something most of learned in Intro to PR, but is good to see again in our reading. They are

1. Sender- the organization from which the message comes
2. Message- What key messages you want your receivers to think, believe, or do.
3. Channel- media is a physical channel that carries the message to the receiver.
4. Receiver- people you must reach (commonly referred to as the publics)

The next part of the chapter outlined the Theories of Communication and talked about media uses and gratification.  The basic premise of the theory is that the communication process is interactive. The communicator wants to inform and to motivate people, and the recipient wants to be entertained and informed.

So, people make informed decisions about what messages need their attention and which do not.  The public relations practitioner needs to know which messages to direct towards which audiences.

Framing Theory- applies to PR because ½ of the content found in mass media today is supplied by PR sources.

Diffusion Theory- Process of acquiring new ideas has 5 steps:

1. Awareness- person discovers new idea
2. Interest- person tries to get more info
3. Trial- person tries the idea on others or samples product
4. Evaluation- person decides whether idea works for his/her self-intereest
5. Adoption- incorporates idea into his/her opinion begins to use product

**Person may not go through w/ all 5 stages of adoption

Another important point in this chapter was audience analysis.  There were several important definitions to accompany this section.

First, channeling is tapping a group’s attitudes and values in order to structure a meaningful message.  Also, it is important to know that audiences can be either passive or active.  Passive audiences have to “be lured into accepting your messages”.  Therefore, messages aimed towards them need to be:

• catchy themes/slogans
• contain short messages
• highly visible

On the contrast audiences can be active.  An active audience is one who is usually already aware of the product. Communication tools for them include- brochures, newspapers, websites, seminars, etc.

Source Credibility- Athletes/Celebrities are trusted the least.  Financial Analysts/Doctors are highly credible.

Timing- message should be relevant to the times.

*The book we are using is entitled “Public Relations Writing and Media Techniques” (6th edition) – by Dennis L. Wilcox

PRCA 3330: Chapter 1 Notes- Getting Organized for Writing

Public Relations Writing and Media Techniques (6th Edition) by Denis L. Wilcox

Chapter 1- Getting Organized For Writing

Chapter 1 begins by stating that public relations is composted of 4 components: research, planning, communication, and evaluation.

It also explains the differences between strategies and tactics.  A strategy is a statement of direction and is made possible through various tactics (**This has been confusing to me in the past.)

The chapter then outlines the differences between a PR writer vs. a journalist (PR writers are employed by an organization who wants to put a message out to various audiences not just one and through multiple channels). The writer’s purpose is advocacy.

Public relations writers may write for many audiences and thus must choose the most effective communication channel.

The book then outlines various tools necessary to be prepared for writing (ex: computer, reference sources, encyclopedia, dictionary, AP stylebook, etc.)

An interesting section was on page. 19 where public relations counselors Kerry Tucker and Doris Derelian suggest 6 questions to ask yourself before writing an assignment:

1. What is the desired communication outcome? In other words, what do we want our audience to do or not do?
2. Who is our target audience? Defining your audience in terms of age, gender, and educational level helps set the framework of the message.
3. What are our target audience’s needs, concerns, and interests?
4. What is our message? Do you want to inform or persuade?
5. What communication channel is most effective?
6. Who is our most believable spokesperson?

The chapter then goes on to explain how to structure your writing so it is more readable.  For example, keeping sentences short, clear and concise.   Also paragraphs should only be two or three lines, words should be kept short if at all possible, visual descriptions are advised, and bias and stereotypes should be avoided.