Comstrat 312 1nd Edition Lecture 23 Outline of Last Lecture 1. Publicity/exposure2. Gatekeeper Influence Over Content3. Gatekeeper Influence over style (print and some digital)Outline of Current Lecture 1. Gatekeeper Influence Over Style2. Broadcast Media3. Considerations for (local) TVCurrent Lecture1. Gatekeeper Influence Over Style (Print and Some Digital)a. Writing tipsi. Keep release short and focusedii. Keep words and sentences and paragraphs shortiii. Write in an active voice and use simple sentence constructioniv. Stick to the facts, avoid overuse of adjectives (puffing)v. Completely identify all persons mentioned in releasevi. Use quotes when available b. Avoid common mistakesi. Send release to the right person in the newsroomii. Know publication cycles; avoid deadlines and heavy news daysiii. Avoid gimmicks 1. All caps or underlined wordsiv. Avoid jargon 1. Fully explain technical meaningsv. Don’t push too much into a release; keep it simple and narrowly focusedvi. Never send releases with spelling or grammatical errors vii. Do not over use releasesThese 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 newsviii. Never color the facts or mislead a reporter1. Credibility is criticalix. Avoid blanket mailings1. Have a specific purpose and target for your releasex. Don’t pitch every story c. Consider the need for additional information especially in news kits and online newsroomsi. Visual and links to video and related informationii. Tip/ fact/ FAQ sheets iii. Backgroundersiv. Biographiesv. White papers (position papers)2. Broadcast mediaa. Same publicity/ exposure linkagei. Practitioner- gatekeeper- audience b. Gatekeeper influence over contenti. Journalists determine news value similar to printii. More flexibilityiii. A great deal depends on the outlet1. Especially in radioc. Gatekeeper influence over style, radioi. Again, depends on individual outletsii. If releases are written to be read1. Use all capsiii. Short (10-30 seconds)iv. Provide phonetic spellings when appropriatev. May use creative/teaser leadd. Radio interviewsi. News directors/ reporters often are interested in actualities/sound bites (quotes) or voices (a full story)ii. When talking to journalists be prepared to respond to impromptu questions1. Have a short statement ready2. Lead with important information3. Considerations for (local) TVa. Determine the appropriate vehiclei. News releaseii. Interviewiii. Press conference or other format (availability)iv. Self-produced
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