Week 3 Flashcards
(25 cards)
What is the purpose of PR?
- Building trusting relationships
- Tell stories that earn media exposure
- Protect and manage reputation
- Educate important stakeholders to gain support
- Support sales, donations
What are the 9 news values?
- Timeliness
- Prominence
- Conflict
- Proximity
- Signifficance/Impact
- Unusualness
- Human Interest
- Currency
- Usefulness
What does S.T.E.P.P.S. stand for?
S - Social Currency T- Triggers E - Emotion P - Public P - Practical S - Stories
What is newsjacking?
Newsjacking is the use of a hot topic to attract interest from news reporters and Google searches who want advice, perspective and to dig deeper into a subject
What are the 6 ways to tell your story to the media?
- Email and cal reporters
- News briefing or conferences
- Technical briefing (ex: Apple)
- Media stunts
- Familiarization trips/tours
- Social media
What is a news release?
Information that you wish to be released to the media
What is publicity release?
Covers any information occurring within an organization that might have some news value to local, regional or national media
What is a product release?
Deals with specific products or product lines
What is a financial release?
Used primarily in shareholder relations
What is the inverted pyramid style?
A style of a news release that begins with a lead, expands on the lead and proceeds to present information in decreasing order of importance
What is a lead?
The opening sentence of the news release
What is a summary lead?
A summary lead answers the 5 w’s and how of a story
What is a delayed lead?
It is used to add drama to a story (usually reserved for feature stories and is not appropriate for straight news)
What is attribution?
A stylistic device where quotes are credited to their sources
What is the format?
- Plain white bond paper with no decorations
- Margins are 1 - 1 1/2 inches on all sides
- The address of the sender is placed in the upper left corner of the first page
What is an event announcement?
A form of news release that covers an event
What is a personnel release?
Company announcements of personnel changes, usually promotions or hiring of new people in important positions
What is a tip/hint release?
A release typically using an outline format with plenty of bulleted items
What is a pitch letter?
A brief introduction to a subject you intend to cover in more detail in press releases, backgrounders or other publicity pieces
What is a media advisory?
Alerts the news media to upcoming items of interest to their constituents
What is a search engine optimized (SEO) release?
Inserting information and words into social media that will register readily on the major search engines
What is a social media release?
A form of the traditional news release redesigned for adoption through and by social media (includes key words)
What are backgrounders?
Basic information pieces providing background as an aid to reporters, editors, executives, employees, and spokespersons
What are fact sheets?
An information piece that contains facts and nothing more
