Writing for Public Relations-Journalists: objective point of view, have a formula-PR: Different point of view, best light possible, use the formula of Journalists because it’s a better chance that they will run the story just how we wrote itThe Inverted Pyramid-Begins with the summary lead-Adds facts in a descending order of importance-Done so that the story may be edited to fit the available space by cutting off the end of the story; nothing of significance lost (depends on advertising) The Summary Lead-Who-What: usually most important-Where-When-Why-How*Sometimes there is no how, or whyPrint V. Electronic Media LeadsHard Lead (Print): Simple sentences, active voice (paints picture with fewer words), 22-25 words maximum(most important is the who, what, where and start with that)Soft Lead (Electronic): Simple sentences, active voice, 18-20 words maximum the first 2-3 words are thrown out-Sometimes you will have a second sentenceNews- Is it new?Writing for features is different; you may not know what is going on until the end where as in public relations the point is to know what is going on at the beginning Format for the News Release-Spacing: typed, double, standard 8 ½ by 11-size paper-Paper: white, light gray or brown-Identification: yourself, contact, organization-Release date: “embargo date” don’t broadcast before ___ (out of respect)-Margins: standard-Length: 1 page if you can, 2 pages is fine, 3 is a problem*Need to know who covers what/ have a interpersonal relationship*If they think anything is “cute” it will get thrown out!*Fax or e-mail, figure out what particular person wants-Paragraphs: short, 3 sentences at maximum-Slug line: (-more- or ### or -30-)-Suggested headlines: may be changed by copy header based on space but you should write one to get the reporters attention-Timing-Using Internet-Proofreading: Use programs such as writeright and spell checkMedia Kits-Bio (straight and narrative) -Backgrounder: things we need to know, not the big issue-Feature: a “who” story-Case History: describes how we got started to today-By Liner: written by one signed by another-Memorandum: Internal document-Pitch letter: sales letter -Round up article: about class of products/ industry-Fact sheet: bullet points, hot major points-Position paper: taking a side-Standby statement: you do when you know you may have an issue but wont talk about it now-Speech*What gets the reporter to run storyNews Conferences-Held where it best suits the media unless the location itself is what is newsworthy-Be mindful of media deadlines-Hold for major events only-If you can get the information to the media in a quicker, simpler way e.g a news release than do it*Pick a Friday if possible*They may or may not come because of a crisisExclusives-In general, don’t use these-In exception: news of limited interest might get coverage if given as an exclusive-If you do: rotate the exclusive with the media and don’t play favoritesTalking of the Record-In general, don’t do it-If you must: establish the rules, and offer the reporter something in return*Lost credibility*Need to be carefulCrisisDefinition: Any situation that can affect the well being of an organizationCrisis vs. EmergencyTimeframe of a crisis-Shock-Anger-Siege mentality-Adjustment-AdaptationTypes of Crises-Fires-Explosion-Product tampering: Tylenol example-Law suits: tobacco industry-Environmental damage: exxon and bp-Product defects: Gerber baby food-Terrorism: can happen a second time-Labor actionsRamifications of a crisis-Stock devaluation-Decrease in consumer confidence-Loss of the publics trustTypes of CrisisImmediate: Here today, deal with it nowEmerging: In the future, can see it comingSustained: won’t go awayCommunication during a Crisis-Do not speculate on the cause of the crisis-Make your point and repeat it often-Establish yourself as the most authoritative source-Stay on the recordCharacteristics of Todays reporters-Young/Inexperienced-Not well trained in Journalism-Do not understand the organization and government and how they work-Skeptical of any PR effort*Tell the truth, tell it fast, and tell it all*You want to get the news over with and get off the front pageTake to the Media-Speak first and often-Do not speculate-Stay on the record-Stay with the facts-Be open and concerned not defensive-Make point and repeat them often-Do not wage war with the media-Establish yourself as the authority-Stay calm and be truthful-NEVER
View Full Document
Unlocking...