WSU COMSTRAT 312 - Gatekeeper Influence Over Style (3 pages)

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Gatekeeper Influence Over Style



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Gatekeeper Influence Over Style

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writing tips for press releases


Lecture number:
23
Pages:
3
Type:
Lecture Note
School:
Washington State University
Course:
Comstrat 312 - Principles of Public Relations
Edition:
1

Unformatted text preview:

Comstrat 312 Edition 1nd Lecture 23 Outline of Last Lecture 1 Publicity exposure 2 Gatekeeper Influence Over Content 3 Gatekeeper Influence over style print and some digital Outline of Current Lecture 1 Gatekeeper Influence Over Style 2 Broadcast Media 3 Considerations for local TV Current Lecture 1 Gatekeeper Influence Over Style Print and Some Digital a Writing tips i Keep release short and focused ii Keep words and sentences and paragraphs short iii Write in an active voice and use simple sentence construction iv Stick to the facts avoid overuse of adjectives puffing v Completely identify all persons mentioned in release vi Use quotes when available b Avoid common mistakes i Send release to the right person in the newsroom ii Know publication cycles avoid deadlines and heavy news days iii Avoid gimmicks 1 All caps or underlined words iv Avoid jargon 1 Fully explain technical meanings v Don t push too much into a release keep it simple and narrowly focused vi Never send releases with spelling or grammatical errors vii Do not over use releases 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 1 Be realistic about the news value of your info don t disguise advertising as news viii Never color the facts or mislead a reporter 1 Credibility is critical ix Avoid blanket mailings 1 Have a specific purpose and target for your release x Don t pitch every story c Consider the need for additional information especially in news kits and online newsrooms i Visual and links to video and related information ii Tip fact FAQ sheets iii Backgrounders iv Biographies v White papers position papers 2 Broadcast media a Same publicity exposure linkage i Practitioner gatekeeper audience b Gatekeeper influence over content i Journalists determine news value similar to print ii More flexibility iii A great deal depends on the outlet 1 Especially in radio c Gatekeeper influence over style



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