PRAD 255 - Module 7 - Preparing Materials for Mass Media


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Preparing Materials for Mass Media Principles of Public Relations Ragas

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Why do the news media rely on information provided by public relations professionals? Journalists spend much of their time today processing information, rather than going out and gathering it No news organization has enough staff to cover every event directly! Therefore, the news media often rely on source-provided, pre-packaged information (known as information subsidies) to lower the time, cost, and complexity of this process

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The news release: workhorse of PR Also known as a press release; it remains the most commonly used public relations tactic First issued by Ivy Lee in 1906 Written like a news story; lead paragraph is the most important. Uses inverted pyramid style. The trend is towards issuing shorter news releases (250-400 words) distributed electronically Social media release (SMR)

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Publicity photos and mat releases Publicity photo: often released in conjunction with a news release. Help bring your message to life (“picture is worth a thousand words”) Infographics Mat release: Written in a feature article or column style with helpful tips/info.; makes only a brief mention of the originator of the mat release (corporate or non-profit) Most often appear in small community newspapers

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Media alerts, fact sheets, and kits Media alert: also called a media advisory; shorter than a traditional press release; often written in journalism’s 5W’s and H format Fact sheet: “crib sheet” for media; provides background info. on an organization, new product launch, event, etc. May be FAQ style Media kit: also called press kit; consolidates materials in one place Traditionally placed inside a custom folder. E-kit being used more

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Pitch letters: getting the media’s attention Pitch letter: often now a pitch e-mail. Designed to gain the attention of media gatekeeper Keep the message brief and to the point (one screen) Subject line should be clear and direct (don’t get cute) Don’t include attachments with your e-mail Tailor the pitch to the publication and its audience Show respect; Know the editor/reporter’s beat! What is your news hook?

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David Meerman Scott talks about the future of media relations: Wizarding World

Summary: PRAD 255 - Module 7 - Preparing Materials for Mass Media (Matt Ragas)

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