Four keys to Success
3 Ways to Generate Publicity Coverage
Variations on the Theme
Write/Provide Materials
Interviews
Stage Events
Mainstream Notions of What's Newsworthy
MAINSTREAM NOTIONS OF WHAT'S NEWSWORTHY From Charlotte Ryan, Prime Time Activism (1991), p. 35. Boston: South End Press. With permission. Public Recognition . Issue Recognition: Is the problem already recognized as an issue or is it relatively unknown? . Famous Faces: Are faces known to the public involved? How many people? What institutions? . Trendiness: Is the issue currently fashionable or has it peaked? Is it timely? . Proximity: How directly will the impact be felt? On individuals? On groups? Importance . Power: Does the event/campaign signal a significant power struggle? Does it represent a move by a powerful institution? . Impact: What impact will the event/campaign (or the issue raised) have? On whom? . Currency: Is the problem happening now? Interest . Good Story: Is the event/campaign packaged with a story line that offers conflict and resolution? . Human Interest: Are there any appealing characters with whom the audience can identify? . Memorable Emotions: Does the story transmit feelings, not just ideas? . Visuals: Are there interesting visuals (dramatic action, good photo opportunities, not just talking heads)? . Cultural Resonance: Does the event/campaign incorporate broad cultural themes (corruption exposed, little guy beats odds, small town pulls together after tragedy, etc.) . Fresh Twist: Is the event/campaign different, unusual or funny- -something that hasn't been done before? [Self-Help: Does story value pointers on coping with life?]Ideas to Generate News About Your Organization
Ideas to Generate News for Your Organization
THIRTY-TWO WAYS TO CREATE NEWS FOR YOUR ORGANIZATION 1. Tie in with news events of the day. 2. Work with another publicity person. 3. Tie in with a newspaper or other medium on a mutual project. 4. Conduct a poll or survey. 5. Issue a report. 6. Arrange an interview with a celebrity. 7. Take part in a controversy. 8. Arrange for a testimonial. 9. Arrange a speech. 10. Make an analysis or prediction. 11. Form and announce names for committees. 12. Hold an election. 13. Announce an appointment. 14. Celebrate an anniversary. 15. Issue a summary of facts. 16. Tie in with a holiday. 17. Make a trip. 18. Present an award. 19. Hold a contest. 20. Pass a resolution. 21. Appear before public bodies. 22. Stage a special event. 23. Write a letter. 24. Release a letter you received. 25. Adapt national reports and surveys for local use. 26. Stage a debate. 27. Tie into a well-known week or day. 28. Honor an institution. 29. Organize a tour. 30. Inspect a project. 31. Issue a commendation. 32. Issue a protest. From Wilcox, Ault and Agee, Public Relations: Strategies & Tactics, 3rd ed. (1992), p. 274. With permission.
A Publicity Materials Checklist
A PUBLICITY MATERIALS CHECKLIST
News Releases (General distribution)
New product, services
Events sponsored (e.g. fundraisers, tours, open houses,
seminars, rallies, awards programs, meal events)
Observances (anniversaries, etc.)
Facility openings, relocations, closings
Personnel changes
Distributor appointments, changes
Contracts, grants received, given
Awards, honors or designations received, given
Reports issued, research findings
Position statements
Gifts, contributions received (not-for-profits)
Feature Stories (Exclusive, special or general distribution)
Profiles (people, products, companies or causes)
Round-up, trend stories
Service features ("how to")
Case studies
Signed, first-person experiences, reminiscences
Op-Ed pieces (signed articles)
Letters to the editor
Fact Sheets/Background materials
Key data at-a-glance
Glossaries
Directories (key contacts, office list locations, etc.)
Questions and answers
Suggested interview questions
Texts/excerpts of speeches, reports, books, articles
Photos and Captions (Black and white prints, color transparencies, color prints)
Action photos
Portraiture (mug/head and shoulder shots, candids)
Product portraiture, products in use
Architectural
Graphics
Logos
Graphs, charts
Illustrations
Audio-Visuals
Video news material (Video news story, b-roll video footage or still
slides--accompanied by script, background) Audio news material (Script,
actualities, recorded story, or
background sound--accompanied by script, background)
Public service announcements (script for announcer, slide to
accompany a voice over, recorded audio, or video tape)
News Advisories
Writing a News Release: A Checklist
A NEWS RELEASE CHECKLIST
Challenges of writing publicity material
Limited news hole
Alternative viewpoints possible
Write for many media; editors have different interests, quirks
Varying news value of items
Editors' skepticism
Publicists are responsible for errors, have no editors.
How releases can be used
As-is (generally limited to routine, noncontroversial news)
As source of information for a story written by a reporter (can use
facts, quotes, background information)
As the basis for an interview
Format
1-2 pages maximum (400-500 words)
Inverted pyramid format
Strong lede (5Ws&H: Who, what, when, where, why, how)
Typewritten, double spaced, one side of sheet
-more- at bottom of pages; identifier (slug) on subsequent pages
-30- or ### at end.
Important items to include:
Contact Name and Phone (Be available for follow-up inquiries)
Release time (Immediate release or embargo with specified time)
Headline (identifier)
Dateline (optional; include if location is important)
Date (possibly serial number, too)
Common Problems:
No news of interest to editor (usually a misdirected release)
News is buried (often a ploy when news is bad)
Ledes with wrong focus, wordy
Missing information; fail to anticipate basic questions
Excessive commercialism (self-laudatory, excessive adjectives)
Lacks strong angle (Remember key elements of news: Prominence,
Drama, Human Interest, Localness, Consequence, Oddity, Topical)
Make your key points
Near top (first or second paragraph)
Be sure to include standard (ideal) description of organization
Work other (positive) points into text
Avoid overstatement; beware of claims as first, only, unique
Use quotes to incorporate opinion, subjective ideas, explain
rationale for actions. Avoid trite quotes, purge cliches.
Cite the most appropriate spokesperson for organization
In case of bad news, stress actions being taken to rectify.
Write like a pro!
Use clear, concise, vivid language
Sentences should not exceed 15 words; paragraphs should not exceed 30 words or
four typewritten lines
Follow news style (not advertising style)
Check for proper grammar, spelling, punctuation
Provide neat, clean copy
Distribute on a timely basis, meet deadlines
Write for the audience, not the client
Proof, proof, poof!
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