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

Copyright © 2013 Pearson Education, Inc. All rights reserved. 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 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