Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
15 Cards in this Set
- Front
- Back
|
What are the effective ways to gaining earned media? |
1. Understanding news values 2. Effective targeting of media outlets + media personel 3. Thinking constantly of the interests of readers, listeners, and viewers. 4. keeping in mind the objective of the client/employer 5. exercising creativity in meeting the need of the gatekeepers |
|
|
How to journalists decide what is newsworthy?/Basic news values? |
1. Timeliness 2. Prominence 3. Proximity 4. Significance 5. Unusualness 6. Human Interest 7. Conflict 8. Newness |
|
|
what are the obstacles to getting earned media coverage? [4] |
1) Media Gatekeeper 2) The incredible shrinking "NEWS HOLE" 3) Fragmentation of traditional mass media 4) Information overload |
|
|
What is a news hole? |
The opportunity to fit in a local story/story - usually remaining space after paid advertisements are filled. |
|
|
Importance of Media Relations? |
- Major source of client billings
- Establish good working relationships with journalists.. working in traditional and online media. |
|
|
What are local stories called? |
Hometowners |
|
|
What is a pseudo event? |
events that take place just to generate press |
|
|
Who to generate news? (tactics) |
1. Special events 2. contests 3. polls/surveys 4. top 10 list 5. stunts 6. product demo 7. rallies/protests 8. personal appearance 9. awards |
|
|
what are the basic components of a News Release? |
1. Letterhead 2. contacts 3. headline 4. Dateline 5. Lead paragraph 6. body of text
|
|
|
What are the three New Release formats? |
1. Traditional NR - double sp. 2. Online NR - Single sp 200-250 w. 3. Multimedia - SMR |
|
|
What is a pitch? |
"Sell" stories to reporters and bloggers |
|
|
6 kinds of features? |
1. Case study 2. Application story 3. Survey and research study 4. backgrounder 5. personal profile 6. historical feature |
|
|
4 approaches to a feature? |
1. distribute a general feature to a variety of publications 2. write an exclusive article for a publication 3. interest a reporter in writing a story 4. post feature articles on organizations website. |
|
|
What does SEO stand for? |
Search Engine Optimization |
|
|
What are the benefits of SEO? |
- Quick to search, and have your NR noticed first. - Put key words in NR in first 60-75 words.
EG. " Eco-friendly Cruises" VS. "Green Cruises" use the word Green... |
