Week 11: Journalism 2001 November 23, 2009

Extra Credit WDIO-TV Tour: 10 extra credit points WDIO-TV Tour: 10 extra credit points –Wednesday, November 19 –Meet at station at 4:30 for tour, watch 5 p.m. news broadcast –Here are directions to the station:  WDIO-TV is located at 10 Observation Road between Arlington and Skyline Drive.  From UMD, take College Street north to Kenwood.  Turn right on Kenwood to Arrowhead.  Take a left on Arrowhead to Arlington (second stoplight).  Take a left on Arlington and go a few miles to Observation Road, which is about a mile past Central Entrance.  Take a left on Observation Road and go about a mile to WDIO, which is on the left in the shadow of the towers. –Signed up so far: Lauren, Gram, Betsy, Nick, Kjestine, Donny

Extra Credit Letter to the Editor: 10 points Letter to the Editor: 10 points –Congratulations, Scott!

Review of last week’s news Hard News: Hard News: (murders, city council, government, etc.) –Major local stories –Major national/international stories –Major sports stories Soft News: Soft News: (retirements, school programs, human interest) –Local stories –National/international stories –Sports stories

Feature story draft: Due next Monday, November 30 This is your out-of-class assignment for November 30 This is your out-of-class assignment for November 30 Bring a printed draft copy of your story to class Bring a printed draft copy of your story to class –Outline OK – need a strategy! We will review/discuss your ideas individually We will review/discuss your ideas individually Worth 10 points Worth 10 points Final story due December 14 Final story due December 14

Also next week…… In-class assignment: In-class assignment: –Editing classmate Community Journalism story  Make changes, give to reporter  Editing form returned to me: Worth 5 points –Rewrite Community Journalism stories  Using all of the editing suggestions, rewrite/edit your story  final copy to: –Worth 5 points  Stories will be posted on class website

Community Journalism Story: Due TOMORROW, November 24!

Due Today! Out of Class Assignment: Editorial Out of Class Assignment: Editorial

Inflated Words/Redundancies

Chapter 10: Public Relations –Businesses and organizations must:  Get their message out.  Encourage media coverage.  Project positive public image. Bill Gates: “If I was down to my last dollar, I would spend it on PR.” Every organization has a story to tell. PR professionals tell it.

What is Public Relations? Promoting an organization, institution or corporation Promoting an organization, institution or corporation UMD Communicators Council UMD Communicators Council UMD Communicators Council UMD Communicators Council –University Relations University RelationsUniversity Relations –Natural Resources Research Institute Natural Resources Research InstituteNatural Resources Research Institute –Minnesota Sea Grant Minnesota Sea GrantMinnesota Sea Grant

What is public relations? –Identify the goal –Craft the message –Monitor the results The PR process

What do Public Relations pros do? –Produce newsletters and media for employees. –Write news releases –Organize news conferences –Sponsor tours, exhibitions and special events. –Attend conferences and deliver speeches. –Act as the organization’s spokesperson. –Serve as contact for media

…and what it isn’t Common myths  PR is glamorous. –PR is a business.  PR is easy. –PR is as rigorous as news reporting.  PR is sleazy. –PR is useful, even vital.

Let’s list some PR pros we know: Amy Rutledge Amy Rutledge Julene Boe Julene Boe Amy Norris Amy Norris Pakou Ly Pakou Ly White House White House Jared – Subway Jared – Subway UPS spokesperson UPS spokesperson

How Public Relations Differs from Journalism Serves general public Serves organizationsAvoids taking sidesPromotes clientsControls all information Provides information Depends upon PR Depends upon journalist Uses one form of mediaEmploys range of mediaIndividualisticTeam playerGoal: inform the publicGoal: generate goodwill Journalist PR Specialist

How Public Relations Differs from Advertising Tries to seduce Tries to motivate with factControls the messageProvides informationFlashy with exaggeration Low-key and serious Expensive Relatively inexpensive Relies on repetitionEfforts are freshBroad audienceAimed at specific audiencePeople try to avoid adsPeople seek out stories Advertising Public Relations

Four steps to creating and implementing a PR plan Planning a public relations strategy –Requires efficient communication. –Internal/external options. –Requires research, planning and teamwork. Without a strategy, you can’t achieve your goals 1.Analyze situation. 2.Plan strategy. 3.Implement plan. 4.Evaluate results.

Planning a public relations strategy –Write a problem statement.  Who is most affected or involved?  What exactly is the problem?  When and where does it matter most?  Why are we concerned?  How does this affect our public? Analyze the situation

Planning a public relations strategy –Write a problem statement.  Who are we trying to reach?  What will our message be?  When should we deliver our message?  Where should we target our efforts?  How do we distribute our message most effectively? Plan the strategy

Planning a public relations strategy –The news release  At least half the content of newspapers originates from news releases  Video news release Matching your message to the most effective medium

Planning a public relations strategy  Newsletters  Pamphlets, brochures and manuals  Position papers  Byliners  Op-ed pieces  Web sites Matching your message… –Other written communications

Planning a public relations strategy –Other interactive PR options  Speeches  News conferences  Special events  Exhibits  Lobbying Matching your message… –The media kit  Promotional material  Designed to make reporters say, “This will make a good story.”

Writing news releases –Newsworthy information –Clear presentation –Requires personal relationships with reporters and editors News releases provide ideas and information that become news

News Releases What is a news release? What is a news release? –Announcements  New line of products  Events  Promotions  Public service announcements –Cause-promoting  Fundraising  Volunteers –Image-building  Politicians  Corporations

Evaluating news releases Does it have news value? Does it have news value? –Local, regional or national Is it trying to gain free publicity? Is it trying to gain free publicity? Is it worth following up? Is it worth following up? –Story and/or photograph Can it be trusted? Can it be trusted?

Using news releases Boiling down a handout Boiling down a handout –Determine 5Ws and H –Find the lead –Eliminate fluff –Avoid free ads –Determining local news value

How to write a news release Avoiding hype Avoiding hype Avoiding jargon Avoiding jargon Structure of a release Structure of a release  Contact information  For Immediate Release  Dateline  Headline  Lead, inverted pyramid style copy  Quotes  Boilerplate paragraph

Which releases will be used? No set formula No set formula –Interests of reporters, editors –How many people affected Usually rewritten Usually rewritten –Eliminate “fluff:” self-serving, promotional info –Embarrassing if two media use exact same wording –Often raise additional questions

ed releases –How to write a press release How to write a press releaseHow to write a press release  Concise  Well-written  Factual  Honest  Timely

Writing news releases –Promote upcoming event or appearance –Convey breaking news –Announce personnel matters –Publicize a milestone Why issue a news release? –Present statistical data –Alert citizens about safety/ health issues –Update on community causes

Tips for writing better news releases –Use an engaging headline. –Give it a compelling lead. –Avoid distortion. –Avoid jargon. –Use proper newspaper style. 10 –Keep it crisp and tight. –Stress the benefits. –Proofread carefully. –Deliver the release at the right time. –Deliver the release to the right person.

Writing news releases –Customize your pitch. –Prepare yourself. When dealing with the media –Make demands. –Go off record. –Keep score. –Bribe reporters. –Be cagey or evasive. –Lie. DO:DON’T:

Let’s look at a UMD news release

Advice from PR pros Textbook: pages Textbook: pages

Balance, bias and media manipulations –Every source has an agenda. There are two sides to every story – who decides? –Every newsmaker has a stake in the outcome.  Rethinking  Reworking  Fact checking  Opposing viewpoints

Balance, bias and media manipulations –Be honest and accurate in all communications. –Act promptly to correct erroneous communications. Ethics in the practice of PR –Avoid deceptive practices.

Balance, bias and media manipulations –Doublespeak – language crafted to disguise, distort or evade the truth. –Euphemisms – inoffensive terms substituted for more disturbing words. Spinning the news: Common terms –Cherry-picking – selecting facts that support your argument. –Glittering generalities – vague-but-emotionally- appealing abstractions.

Balance, bias and media manipulations –Bridging – transitioning a question to a more comfortable topic. –Nondenial denial – criticizing the criticism. Spinning the news: Common terms –Astroturfing – creating illusion of widespread grassroots support. –Managing the news – planting questions at press conferences.

Oops!

Sports broadcasting errors When an apology is not enough When an apology is not enough – olf/11sandomir.html olf/11sandomir.htmlhttp:// olf/11sandomir.html

Final Project Portfolio Portfolio We will review eportfolio next week We will review eportfolio next week

In-class assignment Questions about article in a Duluth News Tribune story about salaries Questions about article in a Duluth News Tribune story about salaries Complete assignment tonight and give to Lucy Kragness Complete assignment tonight and give to Lucy Kragness

Portfolio Store academic information on your Electronic Portfolio. Each student has 100 mb of storage. Store academic information on your Electronic Portfolio. Each student has 100 mb of storage. Access Electronic Portfolio at: sp Access Electronic Portfolio at: sp sp sp

Handouts Wise Words from PR Week Career Guide Wise Words from PR Week Career Guide Journalism can be a deadly profession Journalism can be a deadly profession