Intro Journalism Final Review

Intro to Journalism Final Review What are the three functions of public relations? - Getting the message out Encouraging media coverage Projecting a positive image What is Public Relations? - Image and Information. The definition of Public Relations - Public relations is the discipline which looks after reputation, with the aim of earning understanding and support, and influencing opinion and behavior. What PR professionals might do: - - write news releases - organize news conferences - coordinate crisis communications - craft the organization's public identity - plan the launch of new products and services - produce newsletters and media for employees - sponsor tours, exhibitions, and special events - attend conferences and deliver speeches - act as the organization's spokesperson (or train others to deal with the media) What PR is not: - It's not glamorous, easy, or sleazy. The differences between journalism and PR: - Journalist: - serves the general public - avoids taking sides - controls all information - depends upon PR - uses one form of media - individualistic - goal: to inform the public PR Specialist: - serves organizations - promotes clients - provides information - depends upon journalist - employs a range of media - team player - goal: to generate good will The differences between advertising and PR: - Advertising: - tries to seduce - controls the message - flashy with exaggeration - expensive - relies on repetition - broad audience - people try to avoid ads PR: - tries to motivate with facts - provides information - low-key and serious - relatively inexpensive - efforts are fresh - aimed at specific audience - people seek out stories Steps to creating and implementing a PR plan: - 1. Analyze situation - write a problem statement - who is affected/involved, what is the problem, when and were does it matter most, why is it concerning, how does it affect the public 2. Plan strategy - who are we trying to reach, what will the message be, when should it be delivered, where should we target, how do we distribute it effectively 3. Implement plan 4. Evaluate results What are the options for an effective medium for your PR message? - - News release (at least half of the content of newspapers originates from news releases) - newsletters - pamphlets, brochures, manuals - position papers - byliners - op-ed pieces - websites - speeches - news conferences - exhibits - lobbying What is the purpose of a media kit? - A media kit is designed to make reporters say, "This will make a good story." Why are many news releases ignored? - They're too dull, too long, too useless, too confusing, or too self-serving. What does a news release need in order to be effective? - Newsworthy information and clear presentation. Reasons to issue a news release: - - to promote an upcoming event or appearance - to introduce new products, services, projects, campaigns, facilities, or fads - to convey information about a breaking news event that involves your organization - to announce personal matters: awards, promotions, hirings, retirements, etc - to publicize an anniversary, a milestone, or a record-setting performance - to present survey results or statistical dara your organization has collected - to alert consumers about health or safety issues - to update the community on worthwhile causes: blood drives, charity fundraisers, etc Elements of a news release: - - The intended release date - Contact information - Headline and deck (work together to summarize key points in a compelling way) - Images - Quotes - Final paragraph usually containing basic boilerplate information about the org or program - Marking of end of text (### or --0--) Tips for writing better news releases: - 1. Use an engaging headline 2. Give it a compelling lead 3. Avoid distortion 4. Avoid jargon 5. Use proper newspaper style 6. Keep it crisp and tight 7. Stress the benefits 8. Proofread carefully 9. Deliver at the right time 10. Deliver to the right person Do's and Don'ts of dealing with the media: - DO: - customize your pitch - prepare yourself DON'T: - make demands - go off record - keep score - bribe reporters - be cagey or evasive - lie Common spin techniques: - Doublespeak: Any language deliberately crafted to disguise, distort, or evade the truth. Cherry-picking: Selecting only facts that support your argument while ignoring the majority that don't. Glittering generalities: using vague, emotionally-appealing abstrations instead of detailing a specific course of action. Bridging: Instead of directly answering an uncomfortable question, transition or "bridge" into a more favorable topic. Basically ignoring what the reporter asked and answering what you wanted to be asked. Nondenial Denial: Instead of answering the charges and risk lying, you criticize the criticism, calling it 'absurd' or 'unprofessional.' ("I'm not going to dignify that with a response") Astroturfing: Tries to sway public opinion by creating the illusion of widespread grassroots support (fake grass = astroturf). By planting letters to the editor, blog posts, and even online reviews, teams of astroturfers try to play themselves off as 'ordinary' citizens. Unethical managing of the news examples: - Planting questions at press conferences, 'dumping' damaging news on Friday afternoons after people have tuned out for the weekend, bribing columnists to support certain policies, leaking fabricated/favorable information, threatening editors or sources. Ethics in PR: - - Be honest and accurate in all communications. - Act promptly to correct erroneous communications. - Avoid deceptive practices. The differences between print and broadcast journalism: - - Print provides more depth, context, and information - Broadcast offers more emotional appeal, realism, and immediacy - Broadcast usually requires less intellectual effort than reading - Critics say broadcast treats news as entertainment and sensationalizes crime, etc - Critics say newspapers aren't entertainign enough; boring. How radio broadcasts come together: - News director may be a one-person newsroom, reporting local stories, reworking wire copies, and reading the news on the air. If there are reporters, assignments will vary because there's more news than people. A typical story may be 30 seconds or less. How TV broadcasts come together: - Reporters start the day with a news meeting to collect assignments. Assignments often vary. Stand-ups and interviews are often done live (as many as possible). Broadcasts are fit to precise seconds. How much news fits? - Most broadcast stories are extremely brief. Broadcasters read an average 150-180 words per minute. Most half-hour newscasts contain fewer words than one typical newspaper page.