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“Publicizing and promoting a website are necessary to generate traffic. Print and Internet advertising, e-mail, hyperlinks, and putting the URL on all printed material are some ways to promote a site.”
Public Relations professionals need to understand that “traditional” media and “new” media are not mutually exclusive categories.
The traditional media is still alive and well. Regardless of the new media in public relations. The content is in traditional media and it often makes people aware of new products and services.
For more information on “New Media” Go to this Hyperlink: What is NEW MEDIA?
Public Relations professionals and journalist have had a long love-hate relationship. With this in mind, two-thirds of journalist do not trust public relations people, but there is also the realization that they are mutually dependent on each other.
In a sense, media depends on public relations professionals. In most mass communications, reporters and editors spend most of their time processing information and not gathering it.
PRWeek conducted a national survey of Journalist and found that almost 60 percent used news releases “all the time” or “often.” Thirty percent acknowledged that they relied more on public relations sources than they did 5 years earlier.
The purpose of public relations is to inform, to shape opinions, attitudes and motives.
Giving gifts such as coffee mugs or T-shirts are Gimmicks that reporters and editors does not easily enjoy receiving.
The major complaint about journalist is that they are sometimes sloppy and they aren’t accurate, nor take the time with their homework.
The bottom line in effective media relations is being accurate, truthful, and providing outstanding services.
For related information on PR VS Journalism: Take a look at 10 ways that PR people can sometimes drive journalists crazy.
Book: Public Relations Writing & Media Techniques (Sixth Edition) by Dennis L. Wilcox
According to Michelle Wallace, She says, “Radio is the medium the demographics of age, gender, economic standing, and Ideology.”
Radio is based upon sound. So, every radio release must be written for the announcer to easily pronounce and also for listeners to easily comprehend.
Television is a great way of communication because it gives and shows great elements for sight, sound, motion, and color.
Audio New Release (ANRs) – are more interesting because they include soundbites, music, and sound effects.
Public Service Announcements (PSAs)– are short broadcast announcements used by nonprofit groups and public agencies.
Radio media tours (RMTs)– are a cost-effective way to reach many stations with an exclusive interview over a wide geographic area.
Video news releases (VNRs)– are widely used by TV stations and cable systems
Satellite Media Tours (SMTs)- are widely used in the broadcast industry. For setting up interviews at locations to reinforce a story.
In this chapter, you can explore the elements that make a good publicity photo or graphic and it also will help explain how to prepare the material for media consideration.
Photographs and graphics are important components of news releases and feature stories. They add interest and variety, and they often explain things better than words alone.
The adage says that a picture is worth a thousand words. A picture in a newspaper or magazine often takes the same space as a thousand words, but it has much more impact.
Digital cameras are now used for publicity photos; such photos can be taken and distributed almost instantly.
A public relations writer should be familiar with the elements of good publicity photo: quality, subject matter, composition, action, scale, camera single, lighting, and color.
Action is important because it projects movement and the idea that something is happening right before the reader’s eyes. Photos with action and informality are more interesting than rigid, posed shots.
Crop photographs to remove clutter and get a tighter focus on the main subject.
Photo captions are short, use present tense to describe the action and provide context.
Charts, diagrams, maps, etc., should be simple, colorful, and uncluttered.
Advisories are also called media alerts because they tell assignment editors about upcoming events that they might be interested in covering from a story, photo, and video perspective.
PR departments should take a precaution of three things: