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21 Cards in this Set
- Front
- Back
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What is the importance of mass media? |
-Traditional media are still pervasive -70% of U.S adults follow local news -Perceived as trusted information source |
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What is a 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 |
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When planning a news release, what are good 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? |
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What is a media kit? |
-A media kit (press kit) is usually prepared for major events and new product launches -Give editors and reports a variety of information and resources |
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What is in a traditional media kit? |
-In 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 |
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What's in a digital media kit? |
-Distributed via email, website, or flash drive -Product photos -Executive officer's photos -Trademark information -Industry association links -Product brochures -Video clips |
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What are mat releases? |
-Uses feature angle instead of a lead -Geared toward 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 |
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What are 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
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What are the two kinds of fact sheets? |
-Summary Sheet -Characteristics of a new product -Serves as a quick reference for journalists -Corporate profile -One-page, bulleted list summary -Gives the basic facts about an organization or company |
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What's 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 -Social media -Media inquiries |
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What are the 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 send "blast" emails -Taylor your pitches -Remove redundant recipients from database -Allow editors to get off your list -Establish ongoing relationships |
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What are the 5 major methods of distributing media materials? |
1. First-class mail 2. Fax 3. Email 4. Electronic wire services 5. Online newsrooms |
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What are online newsrooms? |
-Media's front door to the company -Media make journalist aware when news is posted -Good online newsrooms should include: -Current and archived news releases -Names, phone numbers, and email of PR contacts -Photographs -Product information -Area for journalist to sign-up for RSS feeds |
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What's involved in the preparation for a media interview? |
-Media training -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 |
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What are the results of a 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 of censorship |
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What are 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
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Whats involved in planning and conducting a news conference? |
-PR professionals must assess whether the information can be distributed via a news release of media kit first -Have a well prepared spokesperson |
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What are the pros to having an online news conference/ |
-Can be cost effective -Have a better attendance -Have a greater impact
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What are some tips for organizing a news conference? |
-Select a convenient location -Consider a date and time -Distribute a media advisory -Write a statement for the spokesperson -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 early |
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What are the 3 types of media tours? |
-Trip or "junket" -Familiarization trip or "Fam trip" -Media Tour-executives from an organization travel to key cities and talk to selected editors |
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What are 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 |
