Chapters Flashcards
How/Why did the internet develop?
The internet was an academic-government tool
Why is the Web valuable for PR?
- updated quickly
- interactivity
- dig deeper
- a lot of material
- cost-effective
- list of product lines
- how to order
- reach niche audiences
- media access 24/7 from anywhere
What does pervasiveness of the Internet mean?
- it’s reach is worldwide
- content of the internet is virtually uncontrolled
- issue tracking can be more thorough
What do audiences want in websites/why do they return?
- high quality content
- easy to use
- quick downloads
- frequent updates
Tips in visual design of web sites
- name and logo/branded
- provide search tab
- straightforward and simple
- facilitate scanning
- use secondary pages for digging deeper
- use product photos
- use link titles to describe where the person is going
- be consistent in the way things work across pages
- test on real users
Vertical to horizontal communication
- fun, emergent, vibrant, compelling
- conversations can’t be controlled, be prepared to be transparent
- all is fair game
Forms of social media
blogs, pod/webcasts, texting, Twitter, Wikis, YouTube, Flickr
Planning a news release (direction and purpose)
Questions to answer
- what is the key message?
- who is the primary audience?
- what does the target audience gain from the product or service?
- what objective does the news release serve?
- is a news release the best format for the information?
Basic News Release (components of online and printed)
NEWS RELEASE
contact info
Date
FOR IMMEDIATE RELEASE
Headline
DATELINE– inverted pyramid format
Elements of multimedia news release
- Smart Media Release “SMR”
- embed hi-res photos
- SEO
- inclusion of social media tags
Important components of publicity photos
- quality
- subject matter
- composition
- action
- scale
- camera angle
- lighting
- color
Media Kits and what is in them
- basic news release
- news feature
- fact sheets
- photo
-biographies - brochure
- contact information
Fact sheets
most common form of media alert is short, bulleted items
Story pitching
- occurs when PR practitioners and publicists write a short letter or note to the editor that tries to grab their attention
Audio news releases
- written for the ear
- concise and to the point (125 words = 1 min)
- conversational writing style
Video news releases
visually appealing news releases/ broadcasts
Satellite media tours
a broadcast PR tactic utilized by public relations agencies, corporate communications departments and non-profit organizations to efficiently share key messages through a series of back-to-back interviews within a given time window in a single morning or day.
Interviewing
helps gain information
Elements of Group Meetings
- Planning: the size and purpose of the meeting dictate the plan
- Registration: greeting, name-tags, gift
- Program: speakers, meals, printed materials
Elements of Banquets
- food
- room rental
- bartenders
- decorations and centerpieces
- audiovisual requirements
- gifts/giveaways
- speaker fees
- entertainment
- photographers
- invitations
- tickets
- marketing and promotion
- working with catering managers
- test menus, dietary needs
- logistics and timing
Costs of speakers
$3,000-$10,000
Elements of Receptions & Cocktail Hours
- can proceed luncheon or dinner
- can be part of a reception
- cost effective way to celebrate achievements
- last up to 2 hours
- large room where most will stand and move freely
- appetizers and nonalcoholic beverages should be served
- have no-host bar insurance
Open Houses & Plant/Facility Tours
- day/hour
- guests
- publicity
- vehicles
- reception
- focal point
- restroom
- safety
- routing
- guides
- explanation
- house keeping and attire
- emergencies
Conventions
- Develop your skills
- Learn from industry leaders and peers
- Share ideas
- Find new ways to grow yourself and your business
Trade Shows
provide organizations the perfect opportunity to increase brand awareness and launch new products and services.
blogs
- everyone is a journalist
- organizational, employee, 3rd party
texting
broadcast, subscription, one-to-one
Twitter guidelines for PR
- think outside the box
- don’t just post announcements
- limit posts
- commit to updates
- crises
Wikis
a collection of webpages inviting edits
- invite all users to edit any page
- promote meaningful topics
- ongoing process of creation
Podcasts
delivered through the Web, should be interesting
Webcasts
streamed, should be interesting
Boiler plate
gives a brief overview of the organization. Appears at the end of a news release.
How do PR people use pitches?
- ask editors to assign a reporter to a particular event
- pursue a feature angle on an issue or trend
- book a spokesperson on a forthcoming show
