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Mass Communications 307
Public Relations Processes
Review Notes for Exam 1, 10-30-01
Wilcox 2: Persuasive Writing
4 points of the communication wheel
 | Sender (writer) |
| Message |
| Medium/media |
| Receiver |
VALS model – SRI International. Examples of categories
| Survivors & sustainers – at bottom – low income, poor education, often elderly |
| Belongers – family-oriented, traditional, lower to mid-income |
| Achievers – college-educated pros ... high incomes ... more experimental ... open to new ideas. |
Theories of Communication
Two-Step Flow
| Series of expanding contacts – ripples in the pond |
| 1. Opinion leader |
| 2. Individuals who respect them |
Media Use/Gratification – Audience is seen as active, not passive
| Audience wants to be entertained, informed or alerts to opportunities to fulfill their needs |
| Selective attention |
| "What’s in it for me?" |
Maslow’s heirarchy of needs ... Different appeals based on target’s stage in model
| Physiological needs |
| Safety needs |
| Social needs (love, groups, friendship) |
| Ego needs (self-esteem, -confidence, status recognition, appreciation & respect) |
| Self-fulfillment nees (grow to one’s full stature) |
For example: Promotion of soy food products
| Level 1 – inexpensive source of protein, healthy |
| Level 3 – preserves health, good for women |
| Levels 4-5 – delicious & environmentally positive |
Cognitive dissonance
| People protect their worlds from upset |
Rings of defense
| Won’t notice a message out of agreement |
| Won’t remember a message out of agreement |
| Won’t interpret dissonant message correctly (Hear what they want to hear) |
Media effects
| Mass media have LIMITED EFFECTS |
| Set the agenda of what we think about, but have limited influence in telling us WHAT to think |
| Mass Media have MODERATE & POWERFUL effects |
Media are influential in shaping public opinion when ...
- Public has little/no opinion on a subject
- Topic is non-ego-threatening.
- Reader/viewer has no firsthand knowledge of the event or situation.
Framing
| How journalists & editors select
certain facts, themes, treatments & words to "frame" a
story to generate maxi interest & understanding Media dictate reality for those without specific knowledge & experience |
| PR: Developing messages that "focus selectively on key attributes and characteristics of a cause, candidate, product or service." |
| iMac – "Apple Regains Its
Stride" or "Back on Track" |
| More than 50% of media content is supplied by PR sources. |
Diffusion Theory — 1930s – Prof. Everett Rogers, Stanford
- Awareness – mass media
- Interest – provide greater depth – targeted – controlled comm
- Trial – set context – largely individual
- Evaluation – personal + social group & opinion leaders
- Adoption – requires maintenance
Behavioral Communication Model
- Awareness "Smoking isn’t good for you."
- Latent readiness Feeling that must do something
- Triggering event Father diagnosed w/ lung cancer
- Behavior
To influence behavior, audience must be:
- Highly interested in the message
- Predisposed to accept it
- Able to receive reinforcement of the
message through opinion leaders & peer groups
Persuasive Writing – concepts
Audience analysis — Each audience is a specific narrow group
| What do they know now? |
| Factors affecting them |
Channeling –
recognizing audience’s beliefs and suggesting specific course of
action related to their SELF-INTERESTS
Source credibility
| Message more believable if source is credible. |
"Experts"
| Internal (staff members) |
| Hired |
| Experts (scientists, researchers) |
| Celebrities – call attention to message |
| Appeal to self-interest |
Clarity of the message –
| Time Magazine style |
| 140-150 syllables per 100 words |
| 17 words per sentence |
| Even smart people like clear messages |
Timing & context
| Window of opportunity (readiness) .... |
| Winter Car Care supplement – after 1st snow |
| Fall color stories for travel supplements |
Symbols, Signs & Acronyms (Identity)
| Logos – Red Cross |
| Slogans – "No Taxation without Representation" |
| "If you buy diamonds anywhere else, you pay TOO MOCH!" |
| Acronyms – NOW, AIDS |
| WMSTR (Western Minn. Steam Threshers Reunion) |
Semantics – word choice
| Gay |
| Happy |
| 1920s & 30s – prostitutes – the "gay life" |
| Homosexual |
Jerry Lewis Telethon
| Raised $197.5 million for research |
| Almost $200,000 in RRV |
| Anger over his presenting kids as victims |
Suggestion of action
| Persuasive messages present positive, doable steps |
Persuasion Sampler
Positive appeals are generally more effective than negative appeals, in terms of both retention and compliance.
Radio & TV tend to be more persuasive ... but complex messages are more persuasive in print.
Strong emotional appeals & arousal of fear are most effective when the audience already has some degree of concern or interest.
Highly fear-arousing messages are effective ONLY when immediate action can be taken to eliminate the threat.
For highly educated & sophisticated audiences, logic works better than emotion. (Use facts, figures.)
Like self-interest, ALTRUISTIC appeals can be strong motivators.
| (Men get check-ups for their families, not selves) |
Celebrity endorsers & pretty models work best when the audience has LOW involvement, the theme is SIMPLE, and BROADCAST channels are used. ... Can attract interest to messages that would otherwise be ignored.
Content & Structure
| Drama – personal stories |
| Statistics (dramatize) |
| Surveys & polls |
| Examples (parables) |
| Testimonials |
| Endorsements (from experts, organizations, stars) |
| Emotional appeal (to altruism) |
Repetition persuades
| Not all members of audience use the same media. |
| Repetition reminds the audience about an idea. |
| Repetition helps break down early resistance. |
| Repetition helps overcome competing messages & distractions. |
Wilcox 3: Finding & Generating News
News values — Discussion of timeliness
Timeliness (in wake of terrorist attack 9/11/01)
"Teachable moment"
PR sightings in days after Sept. 11:
A. Release of facts from public agencies
| Government officials – Bush, Condaleeza Rice, many others |
| NY Police & Fire Departments |
| Hospital spokespersons & doctors |
| Mayor Rudy Guiliani, Gov. George Petaki |
| John Hoeven – news conference in Fargo |
| ND Air Guard |
B. Messages of support
| International leaders – national and religious |
| Photo: Arafat donating blood |
| Photo: Pope burying head in hands; special prayer |
C. Helping agencies
| American Red Cross — Interesting ... largely spontaneous |
| United Blood Services — Radio PSAs and on-air mentions |
| Salvation Army — Daily updates on state of relief activities; on-line donations; media invitation to arrange interview |
| ND Mental Health Association — president to have 1 hour on KFGO Friday (Kids & trauma) |
D. Related actions & opportunities
| UND Aerospace – "They were NOT trained here." |
| Author of book on Iraq who says Saddam is at the root |
| Amazon.com – collecting donations |
| Clear Channel relief fund |
| Islamic Society of F-M ... express outrage, caution tolerance |
| insure.com: will change industry forever |
| islam.com: "condemn terrorism" forum; "how you can help" |
Differences between journalists' and PR writers' roles
Barriers to coverage
1. Media gatekeepers – all control in their hands
| Newspaper: City editor, section editors |
| TV: assignment editor |
| Radio news: news director |
2. Shrinking news holes
| Physical size reduction in newspaper pages – smaller NEWS HOLES |
| Move toward more commercials |
3. Changing nature of the mass media
| Increasing fragmentation |
| ... requires far more targeting, topical & geographical |
| ... also, more FORMATS ... 24-hour news cycle |
4. Information overload
| Even if published/broadcast, may never get audience’s attention |
News values (full list)
1. Timeliness
| a. Announcements | ||||||||
| b. Offering information linked to
events and holidays
| ||||||||
| c. "Currency" – ideas on
public’s mind (perennial or topical)
|
d. Relating to current event
| Clear Channel relief fund |
| Princess Diana’s death (FTD, psychologist, express regret) |
2. Prominence
| Celebrity spokesperson |
| Celebrity appearances |
3. Proximity – NUMBER ONE NEWS VALUE FOR LOCAL MEDIA
| Local angle on national story ... Strong urge in new biz: Area connections to terrorist attack | ||||||
| U of Oklahoma study: 36%
of hometown releases used; without local angle, 3-8%
|
4. Significance
| How many will be affected | ||
| Who
will be affected
|
5. Unusualness
| Publicity stunts – PETA & guy in fish costuming on Broadway |
6. Human Interest
| Celebrity appearances |
| Touching & heartwarming tales |
7. Conflict
| Environmental groups vs. logging companies, petro industry |
| 8. Newness |
| New! First! Unique! Free! |
| Food publicity – often new uses for old products |
| Glass Wax & window stencils |
| Jell-O and Easter egg molds |
How to find news
Internal news sources
| Documents (organization’s internal materials) |
| Annual reports |
| Policy statements |
| Biographies (bio sketches) |
| Research reports |
| Minutes of planning/department meetings |
Periodicals
| Staff newsletters |
| On-line campus newsletter |
| Department reports, etc. (staff meetings) |
Trade publications (what is new, what is news in the industry)
| Pub articles can be quoted as expert source (New England Journal of Medicine) |
| Local angle on national story (Fen-phen & Meritcare connection) |
External sources and viewpoints
| Cross-pollination of ideas |
| New eyes – value of newcomer who doesn’t take status quo for granted |
| Serendipity ... learning by observation and by accident |
News media – What topics interest the gatekeepers?
| National/regional trends |
| "Currency" – what’s on people’s minds at the moment |
Surveys on various topics (many generated as PR)
| Government reports – joblessness, # who have a disease |
| Home ownership low in Fargo (Village: new homeowner prgm) |
Areas of greatest media interest (according to News USA PR service)
| Health |
| Senior citizens |
| Medicine |
| Agriculture |
| Environment |
| Food |
| Education |
| Consumer issues |
| Recreation |
| Finance |
| Best pitches/releases: Combine several categories |
Created Events (Pseudoevents)
| Super Bowl – biggest sports story
of year — "ultimate pseudoevent" — 130 million
viewers
| ||||||||
| Miss America Pageant – PR stunt for Atlantic City to extend tourist season | ||||||||
| Academy Awards — 1929 –
experimental publicity stunt for movie industry
|
1. Brainstorming.
| Be open to new ideas. |
| New COMBINATIONS of topics and approaches may generate ideas |
| Play off entertainment ... ads ... public affairs |
2. Special events
| A. Those that produce publicity as a
by-product
| ||||
| B. Those that are all about creating
publicity
| ||||
| Ideas: Chase’s Directory of Annual Events – 12,000 events (inc. Celebrity birthdays, etc.) |
C. Contests
| Pillsbury Bake-off and Giggle-Off – 100,000 entries, 500 TV, 100 print |
| Northharvest Bean Growers chili contest |
| M&M/Mars Company – select the new color for M&Ms |
| National Dairy Council – cheese art contest (promoted in combination of paid ad space and advertorial content) |
D. Polls & surveys
| MCI – survey, cost of meetings &
travel: Typical business pro attends 60 meetings per month; 1/3 are
rated unproductive
|
E. Top 10 lists (becoming cliche)
| 10 worst-dressed women – Mr. Blackwell |
| Top 120 colleges in America (Colleges compete for listings; benefits US News & World Report magazine) |
| 100 Best Hospitals in America (similar, promotes consulting group that sponsors |
F. Stunts
| Air personalities on billboards to raise money |
| Sun Myung Moon follower (Moonies) in 1970s – tough to get legitimate coverage – one follower cut whole in frozen Red River and jumped in, then escaped a la Houdini |
| 4,000 lbs. Of French fries – Grand Forks – UND & JR Simpot Potato Bowl promotion |
G. Product demonstrations
| "Wedding kiss workshop" – lipstick manufacturer |
H. Rallies & protests
| Rally for America, Nov. 2000 – lgst gathering of farmers ever – Washington, D.C. – 4,000 farmers – 700 from N.D. |
| National Farmers Organization – dumping milk in ditches to dramatize low dairy prices |
| N.D. Farmers Union – Nickel Bread Day – sold loaves for a nickel, about how much farmer makes on products that go into the loaf |
| NDSU housing shortage – student camped overnight in front of prexy’s house |
I. Personal appearances
| Booking guests on talk shows
|
Wilcox 4: Legal & Ethical Guidelines
| PR pros’ typical advice: Timely, open, honest disclosure (keep talking) |
| Lawyers typical advice: Don’t say anything. The less disclosed, the better. |
Libel & Slander
Libel — published information
Slander — spoken or personal conversation. TV could be either.
Four conditions must be met to prove libel:
- Publication
- Identification
- Actual injury (reputation, financial loss, humiliation)
- Malice or negligence
| Private citizens – negligence only |
| Public figure – actual malice |
Possible problems in PR realm
Internal newsletters – "joking" comments
| Remarks about former employees |
| "He left for personal reasons." (Fired) |
| "He left to pursue other opportunities." (Fired) |
| What to do? Disclose only employment status. May suggest that report contact the individual personally. (Don’t give out **any** personal information.) |
Libel: Fair comment defense
If you must
write something critical about person or organization:
- Opinions should be accompanied by facts.
- Opinions should be clearly labeled.
- Context of statements should be reviewed carefully for overtones & implications.
Invasion of Privacy
| Law strives to prevent anyone from knowing anything about an individual that the individual doesn’t want known. |
In PR context:
| Ask questions of subject ... |
| Generally he or she will review finished work before it’s published. |
| Standard biographical form – with statement that info may be used in publicity & newsletters |
| Reporters’ questions about employees (current/former) – suggest they call the individual personally AT WORK. No home/personal info released |
Formal Releases for Ads and PR Promotion
| Journalism: "Implied consent" involved when someone poses for story |
| Same is true for photos clearly taken for your company newsletter, etc. |
But ...
| When image or words is used in ADVERTISING, PRODUCT PUBLICITY and PROMOTION ... Release everything! |
Elements of release
| Date |
| Subject |
| Location |
| Sample rext (per Wilcox)" "I grant to HPC, its representatives and employees the right to take photos fo me and my property in conenction with the above-identified subjects and I authorize HPC, its assigns and transferees to copyright, use and publish the same in print and/or electronically. ... I agree that HPC may use such photos of me with or without my name and for any lawful purpose, including for example such purposes as publicity, illustration and advertising. |
| Signature |
| Address |
| Date |
| Signature of parent or guardian (if under 18) |
Public events – no release normally needed. ...
| JUST IN CASE: release it if it’s used in advertising or promotion ... and in potentially sensitive contexts (such as college student’s photo used in financial aid brochure) |
Government agencies that regulate aspects of advertising & promotion:
| Securities & Exchange Commission |
| Federal Trade Commission |
| Food & Drug Administration (Herbal, vitamin & mineral supplements) |
| Bureau of Alcohol, Tobacco & Firearms |
Copyright Law
Assume that every modern work is covered by copyright
| Includes published & unpublished material |
| Current standard: Life plus 75 years |
Ownership of Copyright with Employees and Free-lancers
| Employee: Work for hire (part of duties on job) | ||
| Free-lancer: Owns copyright UNLESS
specifically assigned BEFORE work is underway.
|
Use of copyrighted materials
| Ideas can’t be copyrighted. |
| Most every other creative work can be, once it's in finished and fixed form. |
PR application (advertising & promotion purposes):
| Don’t "borrow" copyrighted work – GET PERMISSION |
| Permissible? Rule of thumb: 400 words from book, 50 words article |
| Always credit – but this does NOT insure you’re not violated copyright. Others standards must be met. |
| Solution: Always get permission. May involve payment to copyright holder, syndicate or clearinghouse association like BMI, ASCAP |
| Resource: Copyright Clearance Center |
Especially watch out for ...
| Photos — "Royalty-free" doesn’t mean the same as "free" or "public domain." May be free only for personal and noncommercial use. (PR is typically defined as commercial.) |
| Cartoons & illustrations – same as photos. |
| Music — Be VERY careful |
Trademark
Symbols:
| R — application has been submitted |
| TM — formal protection, relates to products |
| SM — service mark — same as above, but applies to services |
Why defend? Otherwise can become generic, lose legal protection
| Aspirin, Yo Yo, Brassiere, Zipper, Dry Ice |
Trademark usage: Always an adjective – used with generic noun. Never a stand-alone noun or verb.
| JELL-O brand gelatin dessert |
| Kleenex facial tissues |
| Post-It brand notes |
| M&M brand candies |
ASCII code for inserting symbols on PCs:
Hold down [ALT] key and type on numeric keypad ...
| ™ 0153 |
| ® 0174 |
| © 0169 |
| SM Use alphabetical keys plus size & superscript; not a standard character. |
| Use symbol when referring to your own products and services in releases, brochures, ads and so on. Note: News media will almost certainly NOT use it in their copy ... but you’ve reminded them of its protected status just the same. |
Watch out for trademark trouble when ...
| Borrowing slogans or themes (Not good idea to turn "Reach out & touch someone" into "Reach out & TEACH someone" without additional checking.) | ||
| Mimicking celebrity’s style,
including customary modes of expression, appearance, style of
delivery ...
|
Ethical issues
Always tell the truth (but how much of it?)
| Lawyer would say: Everyone entitled to a vigorous defense. |
| Similar attitude of some PR pros who consider themselves technicians rather than advisors (the "hired gun" approach) |
Ethical challenges abound in PR
| Considerations of "public good" & conscience vs. clients’ wishes & demands |
| Avoid situations where personal interests are or MAY BE in conflict with an obligation to an employer. |
Wilcox 5: News Releases
6 potential media uses and fates:
- Basic text for brief news stories (published more or less intact)
- Background for original news coverage
- Part of media kit for news conferences
- Source material for larger original story (Reporter will flesh your info out with more sources, more viewpoints, wire service copy, etc.)
- File material for future reference
- Wastepaper basket padding.
Questions you must answer before you write ...
1. Why are you releasing this information at this time?
| To introduce new key employee |
| To get people to attend an event |
| To take advantage of "currency" of issue |
| To support or counter other stories in the media |
2. Which of your goals and objectives does it support?
3. What is the subject? What’s the specific focus?
4. Who is the intended audience? (Geo-, demographics)
5. What’s in it for [specific audience]? Why will they read it?
6. How can this material be tailored to the medium’s format and its specific readers?
| Always LOCALIZE as much as possible! | ||
|
News release format: | ||
| Plain paper, 8.5x11" | ||
| Margins & spacing | ||
| Generous margins | ||
| Double-space copy (or thereabout) | ||
| Indent paragraphs! | ||
| Readable type – 12 pt or above
|
Delivery methods –
| |
| Fax (with prior call & permission) |
| E-mail? – still primarily the tech and trade press |
| Fear of downloading – viruses |
| Call first! |
E-mail — format different from standard
| Single space, no indent |
| Attachment (Acrobat PDF nearly universal) |
| Text in body of e-mail often preferred |
| Which is preferred by specific individual? ASK |
Types of news releases (Features are different)
1. Announcements
| Appointments and promotions |
| Events |
| Awards & honors |
| Anniversaries and special occasions |
| Openings & closings |
| New products or services (especially to trade media) |
2. Spot announcements (hard news)
| Often implemented when an outside force affects organization ... |
| NY police & fire departments releasing victims, etc. |
| Xcel Energy or Water Dept. – planned outages |
| I-29 construction closures & openings |
| Vandalism to Cass County and other RECs |
| Winter storms – when the power will be back |
| Weather-related school closings |
3. Reaction releases
| Crisis communications – lawsuits, legal charges |
| Example: Loss of critical source of funding by NPO |
| Countering charges by others (legislators, regulators, opponents) |
| Sometimes criticism is acknowledged in release, sometimes not |
4. Bad news
| Crisis communications – when something bad happens |
| Oil spill in Alaska ... chemical factory explosion in India |
| Purpose – get the facts out to stifle rumors & speculation |
| Blue Cross/Hawaii trip/N.D. Insurance Commissioner |
5. Local news and/or local angle on national story
| Local angle ... apply it whenever you can. | ||||||
| Study by researchers in Michigan
(published in PR Quarterly)
| ||||||
| Parts of a News Release | ||||||
| Letterhead with address | ||||||
| Contact information (day & night numbers?) | ||||||
| "For immediate release" or news embargo | ||||||
| Headline (Part of sales pitch to editor) | ||||||
| Dateline |
| PR datelines actually include the date! (Journalistic ones don’t) |
| Lead |
| Straight lead: who-what-when-where |
| Modified straight lead stressing theme: |
| A Fargo firefighter who followed in his father’s and grandfather’s footsteps has been named to head the department. |
| NOTE: Uses who1, who2 pattern |
| Informal lead – more feature-style |
| Thousands of area children will get to know their local police department this fall when Officer Friendly makes his annual round of visits to Fargo elementary schools. |
| Feature lead – starts with more casual or colorful "grabber" |
| Body
| ||
| Boilerplate graf about company, agency or event |
Supplementary material
Fact sheet
| Bullet points providing depth &
background
|
FAQ – frequently asked questions
Timing: 7-10 days before an event or project date of usage
Wilcox’s Six Mistakes to Avoid
1. Don’t write long lead paragraphs.
| Corollary: Don’t lead with long compound sentences. |
| Simpler is better. |
2. Don’t use flowery adjectives. Stick to facts (& nouns & verbs).
3. Don’t place the company name or product in all caps, even if it’s trademarked that way.
4. Don’t use highly technical jargon that only a scientist or an engineer would understand.
5. Don’t make a news release so commercial that it sounds like an advertisement.
6. Don’t automatically distribute a news release to all media outlets. Distinguish between the trade press and consumer press, and between regional and national publications.
Nancy’s Additions
1. Always send releases to an individual, not a title.
2. Always include at least one meaningful quote from a credible source.
3. Always add a little more information than you can reasonably expect to be used.
4. Expect more of your media program! Mailing news releases to contacts is just the beginning.
Wilcox 6: Feature Stories
| "Hard news" – timely (time-sensitive) |
| Features ... "Soft news" – not as time-sensitive |
| Generally longer, more informal and more readable |
| Likelier to use photos ... better display |
Objectives of feature stories and media kits...
1. Provide useful (more) information to consumers
2. Give background and context about organizations
3. Provide behind-the-scenes perspective
4. Give a human dimension to situations & events
5. Generate publicity for products & services
Popular among editors:
| Study by Thomas Rankin Associates, RI, reports that more than half of queried editors use them – preferring HOW-TO and CASE HISTORIES |
Difference between SUBJECT and ANGLE
| Subject – general |
| Angle – narrow slice that’s focus of this story |
| ONE aspect |
| PUMPKINS is a subject. |
| Angles: Halloween decor ... new pumpkin desserts ... lots of nutrition ... using shells as soup bowls |
SERVICE JOURNALISM
| "News you can use" – popular part of paper (lower status among serious journalists, though) | ||
| Newspapers and feature releases
|
Lifestyle / Accent
| Food |
| Gardening |
| Fashion |
| Home decor / housekeeping |
| Family living / relationships |
| Pets |
Entertainment and the arts
| Concerts, programs and events |
| Movies, books, music |
| Concerts |
Travel
Technology/computers
Special sections (occasional pubs)
| Remodeling |
| Homebuilders |
| Car care |
| Vacations |
Consumer mags: General (Good Housekeeping) & specialty (Just Cross-Stitch)
Trade pubs: Professional Photographer, Vending Times
TV – especially cable channels (specialties)
Radio – especially talk formats
Internet – 1000s of specialty Web sites need info
Types of Features
1. Case studies.
| "Parables" |
| Show readers how something applies – don’t just tell |
2. Application stories
| Similar – but not about a single "case" |
| How to use something (potatoes, paper towels, paint) |
| Technical articles – describe tech data or uses |
3. Research study
| Your research or others |
| Needs solid attribution |
| Newsweek this week – # Americans who feel safe in their locale after 9/11 — 64% yes |
4. Backgrounder
| History behind a product or service or company |
| How product is manufactured |
| How to choose among [product category} |
5. Personality profiles
| See MSUM news bureau site for excellent examples of technique |
Ingredients of a Feature
| Feature releases require same essential format elements as a hard-news release (including final paragraph of boilerplate copy) | ||||||||
| Catchy headline | ||||||||
| Attention-grabbing lead aimed solidly at readers’ needs | ||||||||
| Body
| ||||||||
| Length can be considerably longer — several pages — since features are used at greater length than news releases ... often in conjunction with photos or graphics. |
Wilcox 7: Photos & Graphics
Photographs
Content:
| Avoid cliches ... grip 'n' grins, groundbreaking with shovels | ||||
| Action shots preferred | ||||
| Groups of people – up to 3 or 4 (never large groups) | ||||
| Close-ups of products
|
Thumbnails
| Glossy wallets, 3.5x5" or 4x6" |
| Never use portrait studio’s standard silk or textured finish. |
Always identify ALL PHOTOS with cutlines/captions
| Action-oriented cutline including all information & names |
| Attached sheet of paper OR Printed on photo sheet |
Option: Downloads from Web site (see www.bobcat.com for example)
Photo distribution options
| Transparencies |
| Negatives & prints |
| Generally provide glossy prints |
| High-gloss can be scanned well ... consumer finish was designed to be hard to copy. |
| Don't send snapshots |
| Digital images on CD |
| Greyscale: 300 dpi |
| Color: 300 dpi, CMYK (not RGB) |
| Format: TIF or EPS ... perhaps saved ONCE into JPG format for quicker transfer |
| JPG format loses lots of details after one or two saves. |
Graphics
CAMERA READY — ready to be scanned or (in old days) shot for a halftone
| Maps (Afghanistan ... ND counties) |
| Charts & graphs |
Glossy output with legend
| on CD: 300 dpi CMYK or greyscale |
| Excel charts and other non-graphics program output may not work – DPI is too low – convert and save as TIF or EPS |
Custom clip art
| Glossy output |
| CD ... usually bitmaps ... TIF, EPS, even BMP (old format) |
Wilcox 8: Pitch Letters, Media Alerts & Op-Ed
Includes info from Chapter 10
Sources of media contacts
1. Media directories
| Printed directories |
| Web sites with contact info |
| On-line databases (subscription) |
| CD-ROMs |
2. Media lists – your own – must be up to date
Delivery methods
| A. Mail releases |
| B. Fax releases or e-mail them (call first) |
| C. Hand-delivery ... always the best. |
Basics of news release distribution (review)
| * 10 -14 days prior to event |
| * Address to a person, not a desk or title |
| * Z-fold emphasizing local connections |
| Ask before you use e-mail or fax |
Pitch letters
| Capture editor’s interest .... prompt assignment of story to staff |
| Brief, friendly, interesting |
| Back up with fact sheet – names, phone numbers, etc. |
Personal pitches work better than the mail.
1. Face to face is best, phone 2nd best – when possible.
2. Look at story from editor’s point of view.
3. Localize!
4. Always bring printed info with all details (media alerts)
Media Alerts
Gatekeeper targets in ...
| TV: assignment editor |
| Radio: news director |
| Newspaper: City editor for general, section (sports, lifestyle, entertainment) editors for specific topics |
Purpose of alert:
| Tell about an upcoming event |
| Describe opportunities for coverage |
| Photos & video possibilities |
Contents:
| Bullet points – 5 W’s and H |
Media kits
Contents:
1. News release or news feature – may include several
2. Photos and other graphics
3. Bio sketch of main expert etc.
4. Fact sheet about company, product, service or event
5. Backgrounder providing context and depth
| History, needs for this service or product, facts about its development, etc. |
Op-Ed and letters to editor
"Opposite the editorial"
Op-Ed: meetings with editorial board
Goal: Editorial support
| Stress one or two main points |
| Present case clearly |
| Provide documentation for claims |
| Leave behind printed information |
Letter to the Editor ... beware earning label (among media types) as a "nut"
| Polite disagreement, usually with editorial positions |
| Brief, direct |
| Short! (200 words or less) |
| Use real name. May be checked before publication! |
Wilcox 9: Radio & TV
News opportunities vs. programming opportunities
Who’s who?
Radio:
| News director |
| Public service director |
| Promotions director |
TV:
| General manager – comparable to publisher of newspaper |
| Program director – overall programming, including entertainment and a little news |
| Directors and producers – comparable to section editors |
| Arrange guests and moderate talk programs |
| News director – manages news operation – managing ed |
| Assignment editor – assigns crews – city editor |
| Reporters – some beat assignments, much general assign. |
| Public service director – Responsibility to serve community. Handles PSAs |
| Promotion director – handles station marketing |
| Markets the station through on-air promos, co-sponsorships of events, contests & other promos |
Radio
Radio advantages:
| Reaches people in the car, the office, jogging, fishing ... |
| Research concludes that radio is on during 44% of waking hours |
| TV is on 41% of waking hours |
| 10% of waking time spent with newspaper (VERY generous estimate!) |
| Lots of possibilities ... locations & formats | ||
| 12,000 stations – many different formats and options | ||
| Many are also on Internet (about 15 %) | ||
| DIRECTORIES of radio & TV
stations, formats & personnel
|
Radio disadvantages
| Multi-tasking |
| Most stations have small and weak news
departments. There are valuable exceptions, though. |
Ways to cover radio contacts:
1. Send same release as used for newspaper
2. Convert it to a radio release (Unlikely except for MNN etc.
3. NEWS SERVICES
| Associated Press: Radio news summaries |
| Local bureau is at Radio City |
| Minnesota News Network, Dakota News, etc. |
| Syndicated news programming |
4. Media alert
5. Media alert plus a written news release
| Release: 30 seconds = 75 words |
6. Audio news release (ANR)
| 30 seconds to 1 minute |
| Provided on audio tape (cassette or reel-to-reel) |
7. News conferences & radio media tours
TV
Biggest advantage – it’s VISUAL
TV news releases
1. Send same release as used for newspaper
2. Convert it to a video release (VNR)
| Script plus full segment; open-bed segment; B-roll |
| Format issues – tape ............ vs. satellite feed |
| Are they used? Certain topics definitely are – especially health & consumer |
| 5,000 VNRs produced a year – not that many! By large corporations, agencies, some government |
3. Wire services – of less use for our purposes except for calendar
| Associated Press: Weekly/daily news budget |
| State bureau in Bismarck |
4. Media alert and pitch
5. Media alert plus a written release
| Release: 30 seconds = 75 words |
6. News conferences
7. TV media tours (live and via satellite)
Tips:
| Avoid blatant commercialism. Your news release isn’t an ad. |
| Make it newsworthy – no superlatives, no puffery |
| PROXIMITY is hottest news angle |
| VISUAL QUALITY is major factor in choice |
| (especially when deciding whether to assign small staff to cover local events) |
Public service announcements
The TV broadcast hour: 60 minutes in real time
| Must fill all that time. |
| Can’t do self promos all the time |
| Need to "serve the community" |
| LICENSURE issues – Federal Communications Commission |
Availability
| Nonprofits and government agencies |
| Not available to for-profits |
| Can multiply effectiveness and exposure by purchasing some paid airtime, then negotiating for more free plays (2 for 1 at least ... could do 3 for 1 at some stations and some times of year) |
TV PSAs – :10, :15, :30, :60 ... a few 1:20s
Free advertising but ... run at least valuable times
Educational objectives much more worthwhile (budget-wise, likelihood of long use) than trying to advertise events with PSAs.
Options:
1. Write a timed script (radio)
2. Bring a timed script & visuals (slides, photos). Persuade TV station to produce
3. Hire a production company to prepare
| Only worthwhile with broad distribution |
| Expensive |
4. Talk the station into producing for you
| ("brought to you as a public service of KX-Four) |
Co-sponsorships
| +++ Good play, since promotes station |
| - - - Will only play on one station |
| Tom’s (Szymanski) Coats for Kids on KVLY |
| Marv & Najla’s reading program with Perkins Restaurants (now Dana & Kerstin) |
| KFGO Radio/Fargoweb poll of the day |
Wilcox 11: Working with the Media
| Opportunity to enhance an issue’s importance with media (and targeted public). |
| Can generate substantial blitz of coverage. |
| Can also fall flat! |
| Focus on needs of television (especially) and to some extent radio. |
| Newspaper generally covers only to protect self from being scooped. |
Advantages:
- Releases are used as filler; news conferences generate "real news."
- Makes same information available to all media at the same time.
- Can create a sense of importance ... "currency".
- Raises visibility of an issue simultaneously throughout the market.
Disadvantages
- Reporters often have little background.
- Limited time can frustrate print reporters.
- Getting media to attend can be difficult.
- Can be swamped by day’s news events.
When is a news conference the right tool?
If you can get the same impact with one-on-one interviews and contacts with key reporters, FOREGO the conference!
Individual stories are more effective.
May want to allow newspaper reporters more time even if you do hold a conference.
Timing
Day of week:
| Tuesday, Wednesday & Thursday are usually slower news days. |
| Most staffs work regular day hours. |
| Weekend and holiday staffing is thin. |
| Good holiday stories may be covered anyway. |
| News conferences may be very low priority during low-staffed hours. |
Time of day:
| Think of the news cycle: |
| Newspapers: Afternoon and evening deadlines for morning editions. |
| TV: Producing for evening news (6, 9 or 10 p.m.) |
| (Radio: Much more flexible all the way around) |
| ... thus, schedule between 10 a.m. and 2 p.m. |
Location:
Choose for physical convenience or availability of visuals
Physical convenience
| Easy access. (TV equipment). |
| Plenty of plug-ins. |
| No stairs (or elevator). |
| Motel facilities. |
| Board rooms and conference rooms. |
Available visuals
| On site (of program) |
| Good visuals. Sense of reality. |
| Convenient to TV in terms of cover footage |
| Disadvantages: You may not be able to control environment or people in it. |
| May not have adequate wiring. |
News Media Alerts or Advisories
Contacts — send out media alerts 7-10 days prior to news conference.
Follow up with phone calls on day before or day of event.
"Media advisory" — Hard-hitting one-page query to editors, usually in bullet points or memo style
| Who will be available to answer questions |
| What you’re scheduling. |
| When and where it’s scheduled |
| Who will be on hand to answer questions. |
| Why this is a story that needs to be covered. |
| For TV: What visuals will be available to accompany the story? |
Distribute 7-10 days prior to news conference.
| Follow-up calls a day or two before news conference |
Mailing list:
| Radio: news directors |
| TV: assignment editors |
| Newspaper: city editor (and/or reporter) |
| AP correspondent |
| Radio syndicates (MNN, Dakota News Network, Ag News Network) |
Associated Press daybook
| Statewide calendar of upcoming events — weekly and daily. |
| Requires a week’s notice. |
Conducting the News Conference
Format:
1 Welcome reporters; help them plug in.
2 Offer coffee?
3 Distribute background material.
4 Introduce speaker.
5 Speaker delivers statement.
6 Questions and answers.
7 Thank you and close.
8 Contacts as reporters leave
| "If you need more information ..." |
| Repeat that you’ll get any information promised during session. |
10 If spokesperson has promised more information or to check something, make sure he or she does it!
Background material (media kit):
| News release written as coverage of conference. |
| Bio on spokesperson; maybe a head shot |
| Background on issue (position paper?) |
| Details of any statistical or specialized material covered |
| Glossary of technical or unfamiliar terminology |
| Graphs of statistical info |
| Fact sheet on sponsoring organization |
Handling questions and answers:
- Don’t assume they’ll be friendly
... knowledgeable ... on subject.
Tendency to drift!
(Non-specialists go for obvious questions.) - Answer directly and positively.
- If you don’t have information that’s requested, promise to get it.
- Do not guess!
- Follow up immediately after conference.
- Hostile questioners: Do not react defensively.
What if no questions are asked?
| Prepare your speaker to carry on with
one or two specific illustrations of what he/she’s talking about.
|
What if no one comes? (Or if key reporters are absent?)
1. News release written as coverage of news conference.
| Hand-deliver to editors. |
| Clip to front of media kit distributed at news conference. |
| Hand-deliver or fax to Associated Press. |
2. Query radio stations, wire services and newspapers about interest in telephone interviews ... TV news departments for on-site interviews.
3. Make sure staff is standing by at the phone ## on the release.
Alternatives to risky news conferences:
1. Media tour: Call editors and news directors to do a mini "media tour" on a given day.
| Take spokesperson directly to station if requested. |
2. Media availability: Make contacts with media as for news conference or tour, but specify a period of time when spokesperson is available for interviews.
Suggestions for working with reporters – coaching your speakers
1. Always be honest.
2. Establish ground rules early in your relationship.
Everything is on the record!
If you don’t want to read/hear/see it, don’t say it.
3. Always answer a reporter’s phone calls.
4. Give media people what THEY want, not what YOU want.
| (When your info is newsworthy, one & same) |
5. Don’t bombard journalists with a dailly barrage of releases.
| The boy who called "wolf" |
| Media have their own informal quotas for frequency of coverage. You’ll only get so much unless your story is VERY hot. |
6. Don’t assume reporters are out to get you. (Most aren’t)
7. Don’t try to intimidate them.
| (They’ll resent, remember & retaliate) |
8. Don’t wheedle, beg or whine! If the editor's decision is "no," don't try to plead your case. You'll quickly be considered a nuisance. Bide your time, for there will be a next time.
| Let the media control it. After all,
they will, whether you like it or not |
| Or take out an ad to say your piece. Most readers seem unable to tell the difference between advertorial (an ad that contains a news-type story and photos) and the regular news columns. |
Bivins’ guidelines for media interviews
1. Everything in the interview is on the record.
| If you don’t want it in print, do not say it! |
2. Provide background.
| Reporters (especially TV & radio) are generalists. |
| Get background info to them before interview if possible. |
| Don’t get "loose-lipped" when providing background |
3. Know your topic.
| Be VERY WELL VERSED in subject. |
| Spokesperson ... choose knowledge over charm |
4. Anticipate and expect touchy questions.
| Even when interview is on a safe, happy topic ... watch out for hot issues. |
5. Always answer questions that are already a matter of public record, whether or not they're embarrassing or negative. Reporters can get the information anyway, and your organization (or you) will look foolish.
6. Be completely honest.
| Answer questions directly ... don’t rush, guess or stonewall. |
| If you don’t know the answer, say so. (NEVER "no comment") |
| Keep it cordial, no matter what happens! |
7. Look professional. (Enhances credibility.)
8. Offer help later if it’s needed ... and then give it.
| Follow up as needed. |
Three absolute no-no's
| NEVER call to check on progress of story. |
| NEVER ask to review it pre-publication. |
| NEVER ask the reporter or editor to send you a clipping after it runs. Though some very nice journalists may do it, it's a pain for them ... unprofessional of you to ask. |
Correcting errors
- Don’t overestimate the impact or importance of the error.
| Remember ... only a fraction of the community read or heard it. Fewer still will remember it. (But those who do may be your biggest critics or your most vital allies ... or your boss.) |
2. Weigh the value and quality of your relationship with the medium against need for correction.
3. Be diplomatic ... contact reporter first ... remain calm.
4. Ask politely for a correction ... not "retraction." (Retractions = libel suits)
5. If all else fails ... write a letter to editor or (in very serious cases) contact the editor directly to talk about the error.
(BE CAREFUL with this one. You’ll deal with the same reporter again in days to come. How much do you like or respond to a customer who tells everyone in the community about your mistakes, or complains to your boss behind your back? Reporters’ memories are just as long as your own.)
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Last updated 10/17/02 01:25 PM by Nancy E. Hanson