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Utilize publicity to inform stakeholders of business activities

Utilize publicity to inform stakeholders of business activities. 4.03. WRITE A PRESS RELEASE. 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

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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. “You Do” Write a Press Release for one of the following using the format on the 4.03 Handout: • Rocky River High School _________Team going to States • _______________Band is having a concert in Charlotte • _________________ NFL Team is going to the Superbowl • _________________ NBA Team is being purchased by _________________ • _________________ (professional athlete) is injured for the rest of the season • _______________________(corporate sponsor) is dropping sponsorship with __________________ (NASCAR Driver)

  9. 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

  10. PROFESSIONAL PRESS RELEASES • Typed • ARRANGE INFORMATION APPROPIRATELY: • Company NAME/CONTACT Information • WHENthe release should be used • If a PHOTOGRAPHis enclosed • A HEADLINEfor the release • The PLACE AND DATE of the news • The BODYof the release • Endof the release (“-END-”)

  11. DEVELOP A NEWSLETTER

  12. 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

  13. 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”

  14. 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

  15. DEVELOP A MEDIA GUIDE

  16. 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

  17. 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?

  18. “You Do” Write a Press Release for one of the following using the format on the 4.03 Handout: • Rocky River High School _________Team going to States • _______________Band is having a concert in Charlotte • _________________ NFL Team is going to the Superbowl • _________________ NBA Team is being purchased by _________________ • _________________ (professional athlete) is injured for the rest of the season • _______________________(corporate sponsor) is dropping sponsorship with __________________ (NASCAR Driver)

  19. EXPLAIN MEDIA RELATIONS

  20. 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

  21. PUBLIC RELATIONS vs. MEDIA RELATIONS

  22. 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

  23. MEDIA RELATIONS

  24. 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

  25. CULTIVATE MEDIA RELATIONSHIP

  26. 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

  27. 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

  28. “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

  29. “YOU DO” Your PROJECT GROUP will do ONE of the following for your team: • Develop a NEWSLETTER using the steps from your notes. • Develop a MEDIA GUIDE using the steps from your notes. • Research other examples of newsletters/media guides online for ideas. • Your newsletter/media guide MUST be printed in COLOR and match the FORMAT of a real newsletter/media guide (booklet).

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