PUR 3000 MAIN TIPS ANSWERS AND QUESTIONS
SET A+
✔✔When to prepare media kits... - ✔✔-Major events (community relations)
-New product launches (integrated marketing campaign)
-News (press) conferences (crisis events)
✔✔Traditional Media Kits include... - ✔✔-Basic news release
-A news feature about the product or service
-Fact sheet about the product, organization, or event
-Photos with captions
-Bios of the spokesperson or chief executives
-Basic Brochures
-Contact information such as email addresses, phone number, and website
✔✔Art of Pitching a Story - ✔✔-Use a succinct subject line tell the editor what you have
to offer
-Present your major point or idea in the first paragraph
-Keep the message brief, one screen at the most
-Don't include attachments
-Provide links or photos
-Don't send blast emails to large numbers of editors
✔✔Audio News Release (ANR) - ✔✔-Written for the ear
-More concise
-More conversational
-More expensive to produce
✔✔Video News Release (VNR) - ✔✔-90-second VNR=$20,000 to $50,000
-News report (90-second, voice over narrative)
-B-roll (unedited video, without narration)
-Identification of clients and sponsors
-Provide script, spokesperson info, contacts
, ✔✔Tips for VNRs - ✔✔-Give television news editors maximum flexibility in editing the
videos
-Never use a stand-up reporter.
-Provide television stations with a local angle
-Good graphics, including animation, are a plus.
✔✔Satellite Media Tours (SMT) - ✔✔-Definition: Pre-booked, one-on-one interviews
-(via satellite) from a fixed location with journalists or talk show hosts.
✔✔Dos and don'ts of satellite media tours: - ✔✔-Do include relevant, local angle
-Do have a visually appealing set
-Do use a credible spokesperson
-Don't make it similar to a commercial
-Don't be dishonest about content
✔✔Public Service Announcement - ✔✔-An unpaid announcement that promotes the
programs of government or voluntary agencies or that serves the public interest.
-Only nonprofit, civic and voluntary organizations are eligible to use PSAs
-Corporate Advertising: Even if the messages presented are in the public interest,
corporations have to purchase time or space for their ads
-Short, to the point, and professionally produced
✔✔Talking Head (PSA) - ✔✔a spokesperson, such as a celebrity, talk directly into the
camera for 30 seconds.
✔✔Product Placement - ✔✔-PR specialists arrange for selected items to appear on
movies or TV shows
-Mutually beneficial for product and producers of TV shows or films
-PR practitioners should be alert to publicity opportunities on TV programs and movies
✔✔Issue Placement - ✔✔Convincing popular TV programs to write an issue or a cause
into their plot lines
-The idea is to educate the public about asocial issue or health problem in an
entertaining way.
✔✔Media Training - ✔✔-A valuable method in training executives to deal with media is
a mock interview
-Video taping for reviewing Q & A sessions.
-Two parts of media training: what to say & how to say
-Educate executives how news is produced and processed
✔✔News Conferences - ✔✔-Two-way communication (vs. news release)
-Press Conference
-Provides quick, widespread dissemination of sponsor's information to news
media
SET A+
✔✔When to prepare media kits... - ✔✔-Major events (community relations)
-New product launches (integrated marketing campaign)
-News (press) conferences (crisis events)
✔✔Traditional Media Kits include... - ✔✔-Basic news release
-A news feature about the product or service
-Fact sheet about the product, organization, or event
-Photos with captions
-Bios of the spokesperson or chief executives
-Basic Brochures
-Contact information such as email addresses, phone number, and website
✔✔Art of Pitching a Story - ✔✔-Use a succinct subject line tell the editor what you have
to offer
-Present your major point or idea in the first paragraph
-Keep the message brief, one screen at the most
-Don't include attachments
-Provide links or photos
-Don't send blast emails to large numbers of editors
✔✔Audio News Release (ANR) - ✔✔-Written for the ear
-More concise
-More conversational
-More expensive to produce
✔✔Video News Release (VNR) - ✔✔-90-second VNR=$20,000 to $50,000
-News report (90-second, voice over narrative)
-B-roll (unedited video, without narration)
-Identification of clients and sponsors
-Provide script, spokesperson info, contacts
, ✔✔Tips for VNRs - ✔✔-Give television news editors maximum flexibility in editing the
videos
-Never use a stand-up reporter.
-Provide television stations with a local angle
-Good graphics, including animation, are a plus.
✔✔Satellite Media Tours (SMT) - ✔✔-Definition: Pre-booked, one-on-one interviews
-(via satellite) from a fixed location with journalists or talk show hosts.
✔✔Dos and don'ts of satellite media tours: - ✔✔-Do include relevant, local angle
-Do have a visually appealing set
-Do use a credible spokesperson
-Don't make it similar to a commercial
-Don't be dishonest about content
✔✔Public Service Announcement - ✔✔-An unpaid announcement that promotes the
programs of government or voluntary agencies or that serves the public interest.
-Only nonprofit, civic and voluntary organizations are eligible to use PSAs
-Corporate Advertising: Even if the messages presented are in the public interest,
corporations have to purchase time or space for their ads
-Short, to the point, and professionally produced
✔✔Talking Head (PSA) - ✔✔a spokesperson, such as a celebrity, talk directly into the
camera for 30 seconds.
✔✔Product Placement - ✔✔-PR specialists arrange for selected items to appear on
movies or TV shows
-Mutually beneficial for product and producers of TV shows or films
-PR practitioners should be alert to publicity opportunities on TV programs and movies
✔✔Issue Placement - ✔✔Convincing popular TV programs to write an issue or a cause
into their plot lines
-The idea is to educate the public about asocial issue or health problem in an
entertaining way.
✔✔Media Training - ✔✔-A valuable method in training executives to deal with media is
a mock interview
-Video taping for reviewing Q & A sessions.
-Two parts of media training: what to say & how to say
-Educate executives how news is produced and processed
✔✔News Conferences - ✔✔-Two-way communication (vs. news release)
-Press Conference
-Provides quick, widespread dissemination of sponsor's information to news
media
