Posts tagged ‘writing’

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

February 17, 2010 at 10:15 am Leave a comment

PRCA 3330- Blog Comments

Part of our assignment of creating and maintaining a blog for Professor Barbara Nixon’s PRCA 3330 Public Relations Writing course, is to comment on other’s PR blogs.  We are to keep a running list of comments throughout the semester following these guidelines:

  • Comment # (keep a running list)
  • Title of blog post you commented on, followed by the author’s name
  • Hyperlink to the blog post
  • Date of your comment
  • Your complete comment (copy and paste)

#1   Dan Santow’s 4th Annual Proofreadapalooza (from Dan Santo’s blog Word Wise)
Posted by: Kelseyeh.wordpress.comJanuary 29, 2010 at 01:05 PM

I thought that this blog entry was very helpful. I am currently taking a Public Relations writing course and we’re working on grammar and little things before we move on to actually writing press releases and things like that. These little tips and pieces of advice are things that no one usually thinks of but are so helpful. For example, having a clean desk? A messy environment for me can easily distract from the task at hand. I also thought the part about proofing not reading was interesting. How when you read you subconsciously fix the mistakes. I had never thought about it like that. Avoiding interruptions and giving myself enough time are my two biggest problems. I am first and foremost a procrastinator but I have improved immensely in that area, however I do get easily distracted with other social media like Facebook or Twitter or even email while trying to sit down and write or proofread. I will try to work on this though. Thank you for ideas.

#2  “4 Reasons That Writing Blogs Can Enhance Your Executive Job Search”- by Heather Eagar
Posted by: Kelsey On: 2/4/2010 2:41:33 PM

Heather, “4 Ways that Writing Blogs Can Enhance Your Executive Job Search” was a great blog entry for me.  I have just created a blog as an assignment for a class and it is encouraging to read a post that details why a blog can help you further your career.  I have actually already followed some of your advice and joined LinkedIn and linked my blog to my profile so that would-be employers can see my blog and give me feedback or advice.  I think that it is a great idea to show a company physical evidence of something on your resume, for example news releases or blog entries.  Thanks for the great post!

#3 Tiger Woods” by Allie Harrington
March 4, 2010

Allie,
I do think that he is moving in the right direction as well. He has shown some remorse or at least acknowledgment of his actions by apologizing and going to therapy. However, I think his apology was too little too late. I think that his publicists and PR team should have pushed for a statement, announcement, or something months ago when this event first occurred.
The public has been hearing tons of stories from various mistresses including text messages, video, photos, etc. and Tiger Woods has been almost “defenseless” the whole time. He has not once said he is sorry, or denied any allegations.
I realize that it is some people’s opinion that this is a private matter between Tiger and Elin, but I think that it became public the second Tiger crashed his car into the tree outside his house and a media circus developed. Where was his statement when there was speculation that Elin beat him up or that he was on drugs that night? Or where was his statement of apology when more than 10 women came forward claiming to be in a relationship with him and that they could provide evidence?
I just think he (and maybe his publicity team) could have done better to diffuse the situation!

January 29, 2010 at 3:11 pm Leave a comment


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