Link to Book: Public Relations Writing and Media Techniques
Author: Dennis Wilcox
The Challenge of Making News
- Many purposes of public relations programs is to provide information to the media in the hope that it will be published or broadcast, the resulting coverage is called publicity.
- Publicist– public relations writer who writes and places stories in the media.
Effective publicist need to know three things:
- They must be thoroughly familiar with traditional journalistic news values.
- They must know where to find news and how to select the angle that will be most interesting to journalists and the public.
- They must be problem solvers and come up with creative publicity tactics that effectively break through a forest of competing messages.
- Media gatekeepers– they decide what information is newsworthy and what is not.
- Hometowners– stores custom tailored to a particular newspaper or broadcast station by focusing on the local angle in the first paragraph of the news release.
- Judging Significance in making news: You must know not only how many people will be affected but also who will be affected.
- First step in finding news is to become familiar with the organization you represent. The Public Relations Campaign Strategies; this involves looking at variety of sources, including the following: Important papers, periodicals, clipping files, other published materials.
- Pseudoevent: to describe events and situations that are created primarily for the sake of generating press coverage.
- Public Relations firms such as Ketchum generate creative ideas by conducting brainstorming sessions.
- Soundbites– a statement or quote from an individual, which is inserted into audio and video news releases.
- SMT(Satellite Media Tour)- is essentially the process of placing a spokesperson in a television studio and arranging for news anchors around country to do a short interview via satellite.