PBRL 270 1st Edition Lecture 22 Outline of Last Lecture I. Internet UsersII. The Digital DivideIII. New Media v. Traditional Mass MediaIV. Citizen JournalismV. Maintaining a websiteOutline of Current Lecture I. PublicityII. Public Relations and the MediaIII. What is a journalist’s job?IV. What is your job as a PR Professional?V. News ReleasesVI. What makes a story newsworthy?Current LectureI. Publicity- Information placed in the media at no cost by an outside source because the information has news value. It is an uncontrolled method of placing messages in the media.- What is an example of a controlled method? Any paid advertisements.II. Public Relations and the Media- Media are an important “publics”- Contact can be initiated by either party- Releases are most commonly used public relations tactic- A single story can serve many outlets, if properly crafted and pitchedIII. What is a journalist’s job?- To report the news objectively- To present multiple sides of the story or multiple perspectives- To provide context and elaboration- To serve as a watchdog function- To be accurate- To be fast- Jobs is NOT to sell your product or present your messageIV. What is your job as a PR professional?These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Represent and advocate for your client- Recognize a good story based on news value- Pitch the story effectively - Be fast and responsive- Be honest and accurate- Be a resource to reporters- Accept that the story is not in your control- Accept rejection gracefully and move onV. News Releases- The most common PR tactic, but not always the besto Newspaper readership is decliningo Newspapers are getting smallero Only a small segment of the populations reads newspapers- A good release...o Starts with most important information and ends with least important information (inverted pyramid) if it is a “hard news” story Hard news – breaking news Soft news – human interest, feature storyo Has news value!o Engages the journalisto Is concise, accurate and well-writteno Does not contain hypeo Includes the 5W’s and the H Who? What? When? Where? Why? How?VI. What makes a story newsworthy?- Timeliness or currency- Proximity- Relevance- Controversy/conflict- Bizarre or unusual- Prominence- Novelty-