Comstrat 312 1nd Edition Lecture 22 Outline of Last Lecture 1. Simplified planning process2. Some PR planning specifics3. Communicating with publicsOutline of Current Lecture 1. Publicity/exposure2. Gatekeeper Influence Over Content3. Gatekeeper Influence over style (print and some digital)Current Lecture1. Publicity/Exposurea. External, uncontrolled channels (mass media)b. Still most common in PR (reflects basic media relations) c. Two-step processi. Obvious communication linkage:1. Practitioner audiencesii. Publicity/exposure linkage:i. Practitioner gatekeeper audience 2. Practitioners must think/write with two audiences in mind3. Influences both content and style of news releases1. Gatekeeper Influence Over contenta. Determining news valueb. Local impact: “What is important to my readers, viewers?”i. Proximity1. Geographic2. Psychological ii. Controversy1. Controversy sells stories 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.iii. Magnitudeiv. Timelinessv. Prominencevi. Unusualnessvii. Human interestviii. Other media, rewriting content b. Keep in mindi. Journalists have a strong sense of news valueii. Journalists view themselves as guardians (watchdogs) often resent the intrusion of PR iii. A weak news angle kills a releaseiv. Consider the perspective of audience members (journalists do) 2. Gatekeeper influence over style (print and some digital)a. Inverted pyramid structurei. Most important facts first1. Why2. Straight news style3. Readers get most important information first ii. Readers can skim story, get most important facts easilyiii. Editors can cut story from bottom to fill news hole b. The lead sentence (straight news)i. Short and tight (25-30 words as a rule); limited exceptions, shorter is betterii. Should include as many of the five Ws as possible (others come in second paragraph) iii. Should attract attentioniv. Normally stands alone as first paragraph c. Basic conventions (for standard print)i. Include the following in the heading1. A full name and address of organization2. Contact name and phone (am/pm)3. Slug name 4. Release date (normally for immediate release)5. Dateline6. Other 9e-mail, www, links)ii. End each page with a complete paragraph; don’t hyphenate a word at theend of a lineiii. Type “END” “###” “Or 30” at the end of the release d. If the release is more than one pagei. Type “More” at bottom of first page and end, ###, or 30 at bottom of last pageii. Type page number and slug line on the top of pages after
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