Utilizing publicity to inform stakeholders of business activities

1. Utilizing publicity to inform stakeholders of business activities Unit 4 Objective 4.03

2. WRITE A PRESS RELEASE

3. PRESS RELEASE FACTUAL ANNOUNCEMENTS SENT TO THE MEDIA TO BE USED AS NEWS ITEMS ON REGULAR BASIS • WHO SENDS Press Releases? • Businesses, Organizations, Individuals, and Government • Locally, Nationally and Internationally •  WHO CREATES Press Releases? • Public Relations Department

4. PURPOSES of PRESS RELEASES • Introduce NEW PRODUCTS • Keep the BUSINESS IN THE PUBLIC EYE • Position the BUSINESS’S IMAGE • Support good EMPLOYEE RELATIONS • Create good COMMUNITY RELATIONS

5. INFORMATION in PRESS RELEASES

6. STEPS to WRITING A PRESS RELEASE • PREPARE • List the most important facts • Identify which media to use • PUT IMPORTANT INFORMATION FIRST • Inverted Pyramid Approach • “Who, What, When, Where, Why, How” • STICK TO THE FACTS • AVOID USING OPINIONS or EMOTIONS

7. STEPS to WRITING A PRESS RELEASE 4. Write CLEARLY and EASY TO UNDERSTAND • No complex words 5. Write in ACTIVE VOICE (Verbs) 6. EDIT Grammar and Spelling • If send with errors, CONTACT the media to give the correct information IMMEDIATELY

8. SENDING PRESS RELEASE to MEDIA • OBTAIN MEDIA DEADLINES • Send Press Release CLOSE to deadline • NEED to CATCH THE EDITOR’S ATTENTION • THE EDITOR DECIDES WHETHER TO PUBLISH OR BROADCAST THE RELEASE • INCLUDE A CAPTIONED PHOTOGRAPH • Picture that is accompanied by written text called a caption • Send the release to a specific person • Send a COVER LETTER with the release • Send a THANK-YOU NOTE after the release is used

9. PROFESSIONAL PRESS RELEASES • Typed • ARRANGE INFORMATION APPROPIRATELY: • Company NAME/CONTACT Information • WHEN the release should be used • If a PHOTOGRAPH is enclosed • A HEADLINE for the release • The PLACE AND DATE of the news • The BODY of the release • End of the release (“-END-”)

10. Quiz Preview • #3 How can news releases help businesses better position their image? • There are no costs involved in preparing and issuing news releases • The public is more likely to believe news releases than advertising • Businesses can have news releases presented as often as needed • Businesses can use news releases to control public opinion of the business • #6 Should there ever be a limit on the number of news releases that is sent to the media? • No, sending a lot of releases ensures that some will be used • Yes, writing news releases takes up a lot of time • No, the media can use all the releases they get • Yes, the media only have room for so many releases • #8 What purpose does a cover letter serve when sending a news release for a specific product? • To describe to consumers the product’s features and benefits • To tell the public why they should buy the product • To explain the product to the public • To try to “sell” the news release to the media editor

11. Unit 4 Project Part 2 • As the Marketing Coordinator of a NC Venue, it is your responsibility to inform local media of the upcoming event. • You are to create a Press/News Release to be sent to a local newspaper to advertise for the event. • In Microsoft Word type a Press Release using the “4.03 Press Release Guide” located in Unit 4. On the day of presentations you are to have your Press Release printed out. Also create a link to your document on Slide 3. • Slide 3: Press/News Release • Identify if it is Hard Copy or Soft Copy and explain why. • Identify which Media in the local Triad area will be running your Press Release • Example: Winston-Salem Journal, News Channel 14 “Local Events”, etc • Continue along with Unit 4 Project Part 1. Complete and submit to Edmodo by the end of class.

12. DEVELOP A NEWSLETTER

13. NEWSLETTERS Bulletin issued periodically to inform a group about a business/organization • EXCELLENT MARKETING TOOL • COMMUNICATE WITH THE PUBLIC • Increase business • Market your brand • TYPES of Newsletters • PRINTED • ONLINE

14. EFFECTIVE NEWSLETTERS • “CATCHY” CONTENT • Needs to be interesting to customers/fans • BLEND content articles with ADVERTISEMENTS • Promote your product throughout newsletter • BE POLITE • “Dear Friends”

15. STEPS to WRITING a NEWSLETTER • RESEARCH • Look at other newsletters for ideas • Develop a PLAN • WHO will write it, WHO will read it, WHO will distribute it? • WHAT is the content? • WHEN will it be published? • HOW will it be produced (Email or print)? • Design aFORMAT • Number of columns/pictures/articles per page • Colors and Font Types • SELECT PEOPLE to write articles to submit • Create submissionDEADLINE • EDIT • DISTRIBUTE

16. Quiz Preview • #12 A local venue sends out a weekly newsletter and in last week’s edition an article regarding the new smoking policy was included. What was the purpose of the article? • To entertain • To educate • To persuade • To inspire • #15 Sport/event organizations develop and generate newsletters to • communicate with the public • notify the media • obtain feedback from sponsors • prepare for problems.

17. Unit 4 Project Part 3 • As the Marketing Coordinator of a NC Venue, it is your responsibility to educate potential costumers about past and upcoming events. • You are to create a Newsletter to be sent to potential customers to advertise for your venue and its events. • Using either Microsoft Word or Scribus create a Newsletter. On the day of presentations you are to have your Newsletter printed out. Also create a link to your document on Slide 4. • Your Newsletter is to include pictures or graphics and describe a recent event at your venue and describe your upcoming event. Remember you are to highlight the most interesting aspects of both to create interest amongst potential customers. • Slide 4: Newsletter • Describe the recent event at your venue and preview the upcoming event. • Create a link to your Newsletter file. • Continue along with Unit 4 Project Part 2. Complete and submit to Edmodo by the end of class.

18. DEVELOP A MEDIA GUIDE

19. MEDIA GUIDES Sports-related press booklet published by sporting teams • Provide information about • Participants • Location • Price • ENCOURAGE TELEVISION/NEWSPAPER COVERAGE OF THE SPORT • Goals: • Generate interest so the MEDIA WILL PROVIDE COVERAGE • ENCOURAGE SPECTATORS TO BUY TICKETS

20. DEVELOPING a MEDIA GUIDE • BUDGET • How much will is cost? • ADVERTISING • Who will buy advertising space? • Photographs and Graphics • Logos, photos from past seasons, team pictures, etc. • Page design • Layout: where will certain information go? • PRINTING/DISTRIBUTION • Online or Printed? • How will you get it to the fans?

21. Quiz Preview • #5 What do sport/event planners often develop to encourage television and newspaper coverage? • Sales promotions • Local contests • Media guides • Creative themes • #16 What section of the media guide is designed to help TV/radio commentators say an athlete’s name correctly? • Alphabetical team roster • Quick facts • Pronunciation guide • Season prospectus

22. Unit 4 Project Part 4 • As the Marketing Coordinator of a NC Venue, it is your responsibility to create interest amongst the media for your upcoming event. • You are to create a Media Guide to be sent to local Media. • Using Scribus create a Media Guide. On the day of presentations you are to have your Media Guide printed out. Also create a link to your document on Slide 5. • Your Media Guide is to include the following pages: • Page 1: Front Cover – Event logo, colorful, attractive, exciting • Page 2: Event participates (Ex: Jason Aldean, Flo Rida, Teams, Coaches/Players) – include pictures and titles • Page 3: Venue information – stadium name, size, parking, ammenities • Page 4: Ticket Prices, Ticket Packages, Seating Chart/Venue floor layout • Page 5: Local media coverage – newspaper, tv stations, etc. • Page 6: Back Cover – Full page of different advertisements by sponsors of the event • Slide 5: Media Guide • Briefly describe your Media Guide. • Create a link to your Media Guide file. • Continue along with Unit 4 Project Part 3. Complete and submit to Edmodo by the end of class.

23. EXPLAIN MEDIA RELATIONS

24. MEDIA RELATIONS and SPORTS • MEDIA: • keeps us informed, entertained and enlightened of SPORTING EVENTS • SPORTS • Provides MEDIA with news and events which attracts public interest

25. PUBLIC RELATIONS vs. MEDIA RELATIONS

26. MEDIA RELATION REPRESENTATIVES • BEAT WRITERS • Writer assigned to cover specific topics • Sports: typically assigned to cover specific sport or team • COLUMNISTS • Writer for a specific publication • TV Game Broadcasters • Radio Game Broadcasters • Photographers

27. MEDIA RELATIONS

28. MEDIA RELATIONS and CRISIS • Athletes have become CELEBRITIES because of increased MEDIA COVERAGE • Their PERSONAL LIVES are covered by the Media • Must OVERCOME NEGATIVE PUBLICITY • Ex: After criticism for being overpaid, a pro-athlete became a volunteer spokesperson for Special Olympics

29. CULTIVATE MEDIA RELATIONSHIP

30. POSITIVE MEDIA RELATIONSHIPS • Developing POSITIVE RELATIONSHIPS with the Media: • GENERATES PUBLICITY • More publicity = More sales = More Money! • MAXIMIZE FAVORABLE NEWS AND EVENT COVERAGE • PLAN A MEDIA DAY • Give media chance to VISIT EVENT VENUE IN ADVANCE • ENCOURAGE MEDIA TO PUBLICIZE THE PREPARATIONS • Must be HONEST AND PROFESSIONAL • PUBLIC RELATIONS PROFESSIONALS should present themselves this way

31. TYPES of MEDIA RELATIONSHIPS • INTERACTIVE • Both media and sport entity have ONGOING, TWO-WAY COMMUNICATION • BUILD TRUST AND GOODWILL • BUILDS MUTUALLY FAVORABLE • Both parties must get something out it • PROACTIVE • Consider POSITIVE MESSAGES the company wants to send • REACTIVE • Consider potentially NEGATIVE NEWS and establish how the company will respond

32. Quiz Preview • #10 Which of the following could be considered an aspect of positive media relationships? • Being aggressive • Being indifferent • Being accessible • Being passive • #14 Who does sports teams often communicate with in the media? • Columnists, photographers, and radio broadcasters • Photographers, auditors, and political correspondents • Sports analysts, accountants, and television-news reporters • Television-game broadcasters, columnists, and auditors • #17 What event allows sports reporters the opportunity to interview and mingle with players/coaches? • Homecoming parade • Media Day • Fan-appreciation day • All-star game

33. “YOU DO” Individually, you will RESEARCH and WRITE an Essay about CREATING POSITIVE MEDIA RELATIONSHIPS • ESSAY CRITERIA: • 5-7 Paragraphs • Typed • Address WHY IT IS IMPORTANT TO HAVE POSITIVE RELATIONSHIPS with media if you are a sports organization • List and discuss in detail the THREE TYPES of media relationships • ARGUE WHICH TYPE OF RELATIONSHIP you think is the best to have with the media and why