“The News Media and PR Practitioners”

1. “The News Media and PR Practitioners” Chapter 19

2. Defining Public Relations • “Public relations helps an organization and its publics mutually adapt to each other.” (PRSA) • Public relations is planned and continuous communication designed to project a positive image about an organization, an issue or a product to the public • Unlike advertising, which is paid promotion, PR often uses the news media as a means to promote an organization or product

3. PR versus Journalism • PR practitioners and reporters cross paths almost daily • PR people want to get their client’s name in the news without having to pay for the publicity, so the practitioners allegiance is to the client • The reporter’s objective is to inform readers or viewers, so the reporter judges a news release on its value to the public • So it is important that PR pros think and write like reporters: to write news releases that are both newsworthy and conform to news style • News releases should look and sound as though they were written by reporters

4. Too long Not newsworthy Poorly written Fail to provide important information Have not been localized Arrive too late Are sent (mail, email or fax) to the wrong person They are written more for PR clients than for the public Rejected News Releases

5. Successful News Releases • Are timely in content and are sent to the media on time • Cover journalism’s five Ws • Are well written • Have localized information • Provide visuals • Include a link to a website • List a contact person

6. News Release Format • Releases should follow a standard format so an editor can quickly determine who sent it and what it is about • Include the complete address of the organization sending the release in the upper left corner of the page • Provide the name, phone numbers and email address of a contact person the editor or reporter can contact in case of questions • A release date should appear just below the address block • There should be a headline that concisely sums up newsworthiness and/or timeliness • Body of release should be written in short paragraphs– two or three sentences per graf– think inverted pyramid • If the release runs more than one page, put –more– at bottom of page • At the end of the release, type –end– or –30– or ### • Include “For more information, contact…” with phone number and email address at end of text or in space after your end sign

7. The Journalist’s Perspective on News Releases • Newspapers and TV stations are besieged by individuals and organizations seeking publicity • For most news organizations, releases are an important and convenient source of information and story ideas • Reporters handle news releases as they would any other type of story • They seek to identify a central point • They then critically examine the information in the release for clarity, conciseness and objectivity • Some releases may not have any news in them, or may be excessive with clichés, jargon, hype, and puffery • Editors may discard as many as 100 news releases for every three or four they accept • Editors usually do not use news releases as submitted • Instead they have reporters rewrite them, confirming the information and possibly adding to them with fresh quotes and additional facts. Editors also use releases as a source of ideas.

8. Problems with News Releases • Lack of newsworthiness; limited interest; contrived events • Lack of objectivity– more an advertisement; hype, exaggeration and puffery; telling the public what to do • Other problems: stating the obvious; absence of solid facts; one-sided stories (reporters need to get other side); using the media • See Checklist for PR Practitioners and Checklist for Handling News Releases on pages 523-4