| Term | Definition |
|---|
| news release/press release | a simple document whose primary purpose is the dissemination of info among mass media such as newspapers, broadcast stations, and magazines |
| inverted pyramid | the first paragraph succinctly summarizes the most important part of the story and succeeding paragraphs fill in the details in descending order of importance. |
| 3 reasons why to use the inverted pyramid | 1) if the editor doesn't find anything interesting in the first three or four lines of the news release, it won't be used 2) editors cut stories from the bottom 3) ppl don't always read the full story |
| the content of a news release | eliminate boldface and caps letters, double-check info for errors, include org. background, and localize whenever possible |
| format of an internet news release | should be single-spaced and the contact info should be at the bottom instead of the top. use a specific subject line and make the release 200 words or less. use bulleted points |
| mat release | they are originally called __ ___ cuz they were sent in __ form ready for the printing press. uses a feature angle instead of a lead and hard news |
| media alerts (aka media advisories) | when a pr staff sends memos to reportes about a news conference or upcoming event that might interest them in covering. (who, what, when, where, why) |
| fact sheets | a pr tool used as part of media kit to give additional background info about the product, person, service, or event (1-2 pages in length and serve as a "crib sheet") |
| media kit | aka press kit which is usually prepared for major events and new product launches. Its purpose is to give editors and reporters a variety of info and resources that make it easier for the reporter to write about the topic |
| elements of a media kit | 1) main news release 2) a new feature 3) fact sheets 4) background info 5) photos 6) bio material on person speaking 7) brochures |
| E-kits | have the advantage of easy storage, ability to forward, easy conversion to any desired format for publication, mostly COST savings. |
| Pitch | a short letter or note to the editor by a pr practitioner to get their attention (keep it brief and have a succinct subject line) |
| Mail | quite adequate for distribution of routine materials to local and regional media, particularly small weekly shoppers and newspapers |
| Fax | great for announcing breaking news, an impromptu news conference, or providing a one-page media alert about an upcoming event. good for exact copy. |
| E-mail | 7 out of 10 editors/reporters prefer to get information this way (have a good subject line and don't have an attachment |
| electronic news services | example Business Wire and Newswire. when corporate or financial info must be released to multiple media outlets at the same exact time |
| online newsroom | "is the media's front door to the company" a journalist can access everything from the org's profiles to most current news releases. also has access to photos (should have 1>current and archived news releases 2>the names and phone #s of pr contacts 3>photos 4>product info) |
Combine with other sets
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