Inside Reporting Tim Harrower

1. lcome to the world of urnalism, where porters have been gging dirt, raking muck, king headlines and adlines for centuries w. It’s a history full of bloid trash, of slimy nsationalists, of runkards, deadbeats and mmers” (as a Harvard iversity president once scribed reporters). But it’s a history full of roes, too: men and men risking their lives tell stories of war and agedy, risking prisonment to defend ee speech. And as you n see here, reports have come beloved characters p culture, too, turning up movies, comics and TV ows as if guided by an cult hand. Every culture seeks effective ways to spread new information and gossip. In ancient times, news was written on clay tablets. In Caesar’s age, Romans read newsletters compiled by correspondents and handwritten by slaves. Wandering minstrels spread news (and the plague) in the Middle Ages. Them came ink on paper. Voices on airwaves. Newsreels, Web sites, And 24-hour cable news networks. Thus when scholars analyze the rich history of journalism, some view it in terms of technological progress—for example, the dramatic impact of bigger, faster printing presses. Others see journalism as a specialized form literary expression, one that’s constantly evolving, reflecting and shaping its culture. Others see it as an inspiring quest for free speech, an endless power struggle between Authority (trying to control information) and the People (trying to learn the truth). Which brings to mind the words of A.J. Liefling: “Freedom of the press is guaranteed only to htose who own one.” In the pages ahead, we’ll take a quick tour of 600 years of journalism history, from hieroglyphics to hypertext: the media, the message and the politics. Technical advances and brilliant ideas forged a new style of journalism. It was a century of change, and newspapers changed dramatically. The typi newspaper of 1800 wa undisciplined mishma legislative proceedinglong-winded essays a secondhand gossip. B1900, a new breed of tor had emerged. Jourhad become big busin Reporting was becom disciplined craft. And newspapers were becmore entertaining and essential than ever, wmost of the features w expect today: Snappy headlines, Ads, Comic Sports pages. And an “inverted pyramid” sty writing that made stori tighter and newsier. Radio and television brought an end to newspapers’ media monopoly. Why? Well yourself: Which did yo Inside ReportingTim Harrower 10 Public relations

2. Public relations What is public relations?  Planning a public relations strategy Writing news releases Balance and bias and mediamanipulations

3. What is public relations? Every organization has a story to tell. PR professionals tell it. • Businesses and organizations must: • Get their message out. • Encourage media coverage. • Project positive public image.

4. What is public relations? The PR process • Identify the goal • Craft the message • Monitor the results

5. What is public relations? What public relations is… • Writing news releases. • Organizing news conferences. • Coordinating crisis communications. • Crafting an organization’s public image. • Planning the launch of new products and services.

6. What is public relations? What public relations is… • Producing newsletters and media for employees. • Sponsoring tours, exhibitions and special events. • Attending conferences and delivering speeches. • Acting as the organization’s spokesperson.

7. What is public relations? …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.

8. Serves organizations Serves general public Avoids taking sides Promotes clients Controls all information Provides information Depends upon PR Depends upon journalist Uses one form of media Employs range of media Individualistic Team player Goal: inform the public Goal: generate goodwill What is public relations? How Public Relations Differs from Journalism Journalist PR Specialist

9. Tries to motivate with fact Tries to seduce Controls the message Provides information Flashy with exaggeration Low-key and serious Expensive Relatively inexpensive Relies on repetition Efforts are fresh Broad audience Aimed at specific audience People try to avoid ads People seek out stories What is public relations? How Public Relations Differs from Advertising Advertising Public Relations

10. Four steps to creating and implementing a PR plan Planning a public relations strategy Without a strategy, you can’t achieve your goals • Analyze situation. • Plan strategy. • Implement plan. • Evaluate results.

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

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

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

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

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

16. Balance, bias and media manipulations There are two sides to every story – who decides? • Every source has an agenda. • Every newsmaker has a stake in the outcome.

17. Balance, bias and media manipulations Ethics in the practice of PR • Be honest and accurate in all communications. • Act promptly to correct erroneous communications. • Avoid deceptive practices. • Think about how readers can actually benefit from the information you possess

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

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