Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Chapter Ten: Public Relations Tactics This multimedia product and its contents are protected under copyright law: any public performance or display, including transmission of any image over network; preparation of any derivative work including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Overview Media Relations Media Relations Printed Materials Printed Materials Broadcast Materials Broadcast Materials Personal Appearances Personal Appearances Product Placements Product Placements Podcasts and Blogs Podcasts and Blogs Interviews and News Conferences Interviews and News Conferences Press Parties and Media Tours Press Parties and Media Tours

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 News Release Most common tactic Most common tactic Answer basic questions Answer basic questions Follow a format Follow a format Content standards and rules Content standards and rules

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Photographs Photographs draw attention and are “read” Photographs draw attention and are “read” Make photos appealing to gatekeepers Make photos appealing to gatekeepers Consider: Quality, Subject, Composition, Action, Scale, Angle, Lighting, Color Consider: Quality, Subject, Composition, Action, Scale, Angle, Lighting, Color

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Advisories and Fact Sheets Media advisories or “alerts” are memos to let the press know about something they may want to cover 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 Fact sheets provide more detail and background Contain pertinent information about an organization and its products/services Contain pertinent information about an organization and its products/services FAQs are a version of a fact sheet FAQs are a version of a fact sheet

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Media Kits and Pitch Letters Media kits contain Media kits contain News release, news feature, fact sheet, background info, graphics, executive bios, and brochures News release, news feature, fact sheet, background info, graphics, executive bios, and brochures Electronic press kits Electronic press kits Pitch letters are short notes or letters sent to journalists to draw their attention to a story. Pitch letters are short notes or letters sent to journalists to draw their attention to a story.

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Newsletters, Magazines, Brochures Organizational versus subscription newsletters Organizational versus subscription newsletters Print newsletter format Print newsletter format 4-8 pp, 8.5 x 11 page 4-8 pp, 8.5 x 11 page Electronic newsletters and e-zines Electronic newsletters and e-zines Tips on how to create print materials Tips on how to create print materials

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Radio Audio News Releases Audio News Releases Indicate length, conversational style, all caps Indicate length, conversational style, all caps Public Service Announcements Public Service Announcements Radio Media Tours Radio Media Tours Guidelines for writing for radio news Be concise Time by reading aloud Remember it’s spoken journalism Use simple language

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Television Video News Releases Video News Releases Expensive Expensive Controversial Controversial Guidelines Guidelines Allow maximum flexibility for use Allow maximum flexibility for use Keep soundbites short Keep soundbites short Never use a “reporter” Never use a “reporter” Never superimpose your written info Never superimpose your written info Provide a true news angle Provide a true news angle Satellite Media Tours Satellite Media Tours

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Personal Appearances Talk shows on radio and television Talk shows on radio and television Topics should be newsworthy or trendy. Topics should be newsworthy or trendy. Coach guests Coach guests Placing a client requires knowing the show format and audience. Placing a client requires knowing the show format and audience. Shows book guests weeks in advance. Shows book guests weeks in advance.

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Product and Issue Placement Product placement Product placement Using products in films and on television Using products in films and on television Issue Placement Issue Placement Health issues are often written into plots Health issues are often written into plots

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 The Internet Podcasts Podcasts Began as digital radio broadcasts Began as digital radio broadcasts Allow PR to reach highly targeted audiences Allow PR to reach highly targeted audiences Blogs Blogs Growing rapidly Growing rapidly Pitching to bloggers Pitching to bloggers No spam, know their likes/dislikes, contact, disclose affiliation, keep pitches short, link related published item(s) No spam, know their likes/dislikes, contact, disclose affiliation, keep pitches short, link related published item(s)

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Media Interviews Prepare interviewees Prepare interviewees Know your message objectives Know your message objectives Know your interviewer’s style Know your interviewer’s style Print and broadcast styles differ Print and broadcast styles differ Be concise for broadcast Be concise for broadcast Print interviews may take an hour or so Print interviews may take an hour or so

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 News Conferences Two-way communication Two-way communication Do not call a conference for routine news Do not call a conference for routine news Different types of news conferences Different types of news conferences When scheduling, be aware of deadlines When scheduling, be aware of deadlines Both print and broadcast Both print and broadcast Location must accommodate technical needs Location must accommodate technical needs

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Press Parties and Media Tours Press party is a social gathering that ends with a pitch Press party is a social gathering that ends with a pitch Types of media tours Types of media tours Journalists are invited to visit companies, etc. Journalists are invited to visit companies, etc. Familiarization trips are used to promote tourist destinations Familiarization trips are used to promote tourist destinations Company reps travel to talk person-to-person with journalists Company reps travel to talk person-to-person with journalists