1. THINK Public Relations
Wilcox/Cameron/Reber/Shin

2. Ch 11: The Mass Media

3. 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

4. Electronic Media Operations: Radio
286 markets / Nielsen Radio
News on music formats?
Market size
Public relations shows
Network and syndication

5. 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?

6. 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

7. 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.

8. 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?

9. The Content of a News Release
The lead paragraph
Inverted pyramid approach
Written in journalistic style

10. Copyright © 2013 Pearson Education, Inc. All rights reserved.
The Inverted Pyramid
Copyright © 2013 Pearson Education, Inc. All rights reserved.

11. 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

12. 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.

13. 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.

14. 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.

15. 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.

16. 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 )

17. What Do You Think?
What are the advantages of an audio news release for an organization? Are there any disadvantages?

18. 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

19. 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

20. 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

21. 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

22. Personal Appearances Talk shows and magazine shows Booking a guest
The guest must have an appealing personality, be knowledgeable, and give short, concise answers.

23. Product Placements Plugs Using products in films and on television
Trademark / vs. product placement
Payola and plugola regulations

24. See course outline for review questions.
See Chap. 11