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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
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
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?
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
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
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
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
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
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
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
-Email
-Social media
-Media inquiries
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