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Utilize publicity to inform stakeholders of business activities

Learn to create impactful press releases to inform stakeholders and boost business visibility. Understand the steps, tips, and purpose behind crafting compelling announcements for media distribution.

jcampbell
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Utilize publicity to inform stakeholders of business activities

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  1. Utilize publicity to inform stakeholders of business activities 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. DEVELOP A NEWSLETTER

  11. 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

  12. 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”

  13. 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

  14. DEVELOP A MEDIA GUIDE

  15. 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

  16. 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?

  17. EXPLAIN MEDIA RELATIONS

  18. 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

  19. PUBLIC RELATIONS vs. MEDIA RELATIONS

  20. 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

  21. MEDIA RELATIONS

  22. 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

  23. CULTIVATE MEDIA RELATIONSHIP

  24. 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

  25. 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

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