Chapters 14-16

Question 1

What is a news release? Elements?

Answer 1

A story strategically sent to the media that informs them about something coming up; been around since Ivy Lee in 1906

Question 2

Why do journalists use news releases?

Answer 2

They provide ideas/info that become news;
reporters/editors spend more time processing info, not gathering it;
no media enterprise has enough staff to cover every event in the community

Question 3

What are elements of bad news releases?

Answer 3

Too dull, too long-winded, too useless/confusing/self-serving

Question 4

Tips for writing better news releases?

Answer 4

Engaging headline; 
compelling lead; 
avoid exaggeration; 
avoid jargon; 
use proper newspaper style; 
keep it short/crisp/tight; 
stress benefits to reader; 
proofread; 
deliver release at right time; 
deliver release to right person

Question 5

What do you do differently in an internet news release?

Answer 5

Contacts listed at end of release; 
specific subject line; 200 words or less; 
5 short paragraphs; 
bulleted points; 
no attachments

Question 6

Using photos in releases. Why? Tips for better usage.

Answer 6

Perceived as more important; 
must be quality because may be reproduced; 
uncluttered, tight shots; 
show action; 
use color

Question 7

What are the important tips to keep in mind when writing a radio news release?

Answer 7

Short- 1 min to 30 sec; 
conversational broadcast style; less formal; 
strong/short sentences; 
not an ad; 
can use soundbites to reinforce message

Question 8

What’s the difference between an Audio News Release and a PSA?

Answer 8

ANR- radio puts it on the air if they want to

PSA- required to put it on the air

Question 9

What are the four different ways to get coverage on television news?

Answer 9

Send a news release;
send a media alert about upcoming event;
pitch a story to assignment editor/reporter by phone;
produce a VNR

Question 10

When should you produce a VNR?

Answer 10

If the topic lends itself to television;
is visual/fast-paced;
current

Question 11

What should you ethically include in a VNR?

Answer 11

A statement from the company

Question 12

When considering personal appearances primarily for celebrities, what should you consider?

Answer 12

Who would be the ideal guest;
how do they handle interviews;
should be personable/approachable

Question 13

When preparing for a speech, or preparing a presenter for a speech, what should you consider?

Answer 13

Research into prospective audience; 
understanding of message; 
decide on key points; 
first an outline then a draft; 
written for the ear; 
writing should be conversational/concise/clear; 
simple sentences; 
words should paint pictures in audiences’ minds; 
beginning/middle/end; 
coach the speaker

Question 14

What is the importance of visual aids in speeches and news conferences?

Answer 14

People retain more info when they can see and hear it at the same time.