THINK Public Relations WilcoxCameronReberShin Ch 11 The Mass
THINK Public Relations Wilcox/Cameron/Reber/Shin
Ch 11: The Mass Media
Electronic Media Operations: TV ● ● FCC licensing / Nielsen ratings TV O&Os 210 markets Local market positioning: news ○ Impact of news releases / VNRs (market size) ● Digital media impact ○ Multicasting / interactivity with ATSC 3. 0 ○ Cord cutting ○ Network relationships / apps
Electronic Media Operations: Radio ● ● ● 286 markets / Nielsen Radio News on music formats? Market size Public relations shows Network and syndication
Media Operations: Newspapers ● Circulation: ad rates / vs. paid circulation ● Circulation numbers are reported to the Alliance for Audited Media ● Local news vs. boilerplate / wire stories ● Market size / local service ● Dailies / weeklies ● Thursday & Sunday?
Overview ● News releases ● Media advisories, fact sheets, media kits, and pitch letters ● Interviews with journalists and news conferences ● The media party and the media tour ● The reach of radio and television ● Personal appearances ● Product placements
News Releases ● Most common tactic ● The dissemination of information to mass media ● News releases are the key sources for a large percentage of newspaper articles.
Is It Time for a News Release? ● Answer basic questions ○ What is the key message? ○ Who is the primary audience? ○ What does the target audience gain from the product or service? ○ What objective does the release serve?
The Content of a News Release ● The lead paragraph ● Inverted pyramid approach ● Written in journalistic style
The Inverted Pyramid Copyright © 2013 Pearson Education, Inc. All rights reserved.
Publicity Photos ● Publicity photos often accompany news releases to make a story more appealing. ● Photographs draw attention and are “read. ” ● Make photos appealing to gatekeepers. ○ Consider: Quality, subject, composition, context, action, scale, resolution
Media Advisories, Fact Sheets, Media Kits, and Pitch Letters ● Media advisories or “alerts” are memos to let the press know about something they may want to cover. ● Fact sheets provide more detail and background ○ Provide the five W’s and H of an event ○ Contain pertinent information about an organization and its products/services ● FAQs are a version of a fact sheet.
Media Advisories, Fact Sheets, Media Kits, and Pitch Letters ● Media kits contain ○ News release, news feature, fact sheet, background info, graphics, executive bios, and basic contact info ● Electronic press kits (EPKs) ○ Also ‘behind the scenes’ ● “Pitch letters” -- short notes or letters sent to journalists to draw their attention to a story.
Interviews with Journalists and News Conferences ● Interviews ● News conferences ○ Two-way communication ○ Different types of news conferences ● Planning and conducting a news conference ○ Do not call a conference for routine news. ○ News conferences should be held only when there is news that requires elaboration and clarification.
The Media Party and the Media Tour ● Press party is a social gathering that ends with a pitch. ● Types of media tours ○ A junket § Journalists are invited to visit companies, etc. ○ Familiarization trips are used to promote tourist destinations. ○ Company reps travel to talk person-to-person with journalists.
The Reach of Radio and Television ● Audio News Releases (ANR) ○ A popular format includes an announcer and a quote (sound bite) from a spokesperson. ○ Radio news releases should be no longer than 60 seconds. ○ Use / ethical issues? ○ (VNRs )
What Do You Think? ● What are the advantages of an audio news release for an organization? Are there any disadvantages?
The Reach of Radio and Television ● Public Service Announcements (PSAs) ○ An unpaid announcement that promotes the programs of government or voluntary agencies or that serves the public interest ○ To inform the public about such topics as health issues or upcoming civic events
The Reach of Radio and Television ● Radio Media Tours (RMT) ○ Involve an organization’s spokesperson being interviewed from a central location by journalists across the country
The Reach of Radio and Television ● Video News Releases (VNR) ○ Is produced in a format that television stations can easily use or edit based on their needs ○ Expensive ○ Have great potential for reaching large audiences ○ Again, use / ethics
The Reach of Radio and Television ● Satellite Media Tours (SMT) ○ A series of pre-booked, one-on-one interviews from a fixed location via satellite with a series of television journalists or talk show hosts
Personal Appearances ● Talk shows and magazine shows ● Booking a guest ○ The guest must have an appealing personality, be knowledgeable, and give short, concise answers.
Product Placements ● ● Plugs Using products in films and on television Trademark / vs. product placement Payola and plugola regulations
See course outline for review questions. See Chap. 11
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