Chapter 14: Prepare Materials for Mass Media & Chapter 15: Radio, Television and the Web

Question 1

What is alert/media advisory?

Answer 1

A memo to reporters and editors about a news conference or upcoming event they may wish to cover. Also notify about an interview opportunity, may be sent with accompanying news release.

Advisories, or alerts, let journalists know about an upcoming event such as a news conference or photo or interview opportunities.

Question 2

What are elements one-page media alert may contain

Answer 2

one-line headline
brief paragraph outlining the story idea r event
journalism’s five Ws and H
Whom to contact for more information

Question 3

What is a product fact sheet?

Answer 3

is a summary sheet about the characteristics of a new product that serves as a quick reference for a journalist writing a story.

Question 4

What is a corporate file:

Answer 4

one-page summary in bulleted list format that gives the basic facts about an organization or a company.

Question 5

What type of headings does a corporate file use?

Answer 5

1. the orgs full name
2. products or services offered,
3. orgs annual revenues
4. number of employees
5. names and one- paragraph biographies of top executives,
6. markets served
7. position in the industry,
8. an other pertinent details

Question 6

What materials go into a traditional media kit?

Answer 6

basic news release
a news feature about the product or service
a fact sheet about the product, organization, or event
photos
bios of the spokesperson or chief executives
basic brochure
contact info such as e-mails, phone numbers, and websites

Question 7

What is the most popular and widely used method to pitch a story?

Answer 7

e-mail

Question 8

What are the guidelines for pitching?

Answer 8

Use a succinct(concise) subject line that tells the editor what you have to offer; don’t try to be cute or gimmicky

Get to the point. present a major point or idea in the first paragraph.

Keep the message brief, one screen at the most

Don’t include attachments

Provide links to photos and other background materials as needed

Don’t send “blast” emails to large number of editors

Send tailored e-mail pitches to specific reporters and editors, should be relevant to them

Regularly check the names in your email database to remove redundant recipients

Give editor the option of getting off your email list

Establish a relationship

Question 9

What is important in preparing a media interview?

Answer 9

Provide a list of expected questions interviewer may ask

provide information to interviewee to help in making interview informative and entertaining

Provide interviewer with background information on interview

Determine purpose of interview

Question 10

What is important in writing a speech?

Answer 10

use personal pronoun– Research is the first step

Avoiding modifiers is an important “don’t” of speechwriting

avoid jargon

use simple words + vary sentence length

Question 11

What is important in giving a speech?

Answer 11

Nonverbal communication is as important in giving a presentation as the words
Smile
Posture
Eye contact
Animation
Kinetics (motion)

Question 12

What is VNR?

Answer 12

Video News Release (video segment that looks like a news report but is created by someone)

Question 13

What are guidelines for VNR?

Answer 13

give TV news directors maximum flexibility in editing
Produce VNR w. news footage in mind
Provide local angle
include graphics + animation
never use a stand-up reporter

Question 14

What is a ANR?

Answer 14

Audio News Release

written for the ear
concise
controversial
expensive to produce

Question 15

What is a PSA?

Answer 15

UNPAID announcement that promotes the programs of government or voluntary agencies (nonprofit/civic) that serve the public interest

Question 16

What is product placement?

Answer 16

“Plugs”- or negotiations for selected items to appear on TV shows or in movies

mutually beneficial

Question 17

What are SMTs?

Answer 17

Satellite Media courts: Pre-booked, one-on-one interviews (via satellite) from a fixed location with journalists or talk show hosts.

Question 18

What are do’s and don’ts of SMT’s

Answer 18

Do’s: relevant + local angle, visually appealing set, credible spokesperson
Don’t: make it commercial like, dishonest about content

Question 19

What is the SPEAK method?

Answer 19

method: non-verbal cues

Smile
Posture
Eye contact
Animation
Kinetics (motion)

Question 20

PSA v. corporate advertising

Answer 20

Even if the messages presented are in the public interest, corporations have to purchase time or space for their ads (PSA are unpaid)

Question 21

PSA v. commercials

Answer 21

commercials are CONTROLLED media
paid placement and timing
PSA use UNcontrolled media
Commercials promote marketplace transitions
PSAs promote socials causes and behavior change
**paid commercials promoting social causes and behavior are NOT PSAs

Question 22

ANR v. press release

Answer 22

ANR is:
written for the ear
concise
controversial
expensive to produce

Question 23

What are the problems with celebrity endorsements, as suggested by your textbook?

Answer 23

Public sometimes can’t remember who endorses what
Overexposure of a celebrity, earn millions annually from multiple products (ex: Beyonce)
Endorser’s actions undercut the product or service
When a celeb decides to speak out on controversial public issues and even endorses political candidates