PR Final Flashcards
AP stylebook
Reference book that standardizes spelling, word usage, punctuation, abbreviation and capitalization. Is used for consistency across all news writing formats.
Gatekeeper
Media person who controls flow of information. They evaluate info that a pr manager provides in light of the needs and policies of their medium, they decide what’s valuable to their audience.
Characteristics of news (4)
Significance- meaningful info that makes people talk
Localness- info about a local community
Balance- info presented fairly
Timeliness- info about today is better than yesterday
Unusualness and fame are less critical elements
Categories of news
Hard news- info with an edge to it, momentous events with immediate results.
Breaking news- subcategory of hard news that occurs as the media is covering it.
Soft news- lighter information and developments without major consequence. Upcoming events or personnel developments
Fact sheet
Document given to reporters to provide basis for the stories they will write; supplements news releases or appears in a media kit. Used for events or history. Identify that it’s a fact sheet, be creative, use bullet points and label the 5ws and list contact info
Event listing
Brief announcement of upcoming activity
Media Advisory
Short, to the point memo notifying/reminding media about an upcoming newsworthy activity related to the organization. Usually sent via email not promotional and is used when there’s not enough time to write a full news release. Informs the media something newsworthy will occur.
News release
An official communication document written by a PR practitioner that conveys newsworthy info about your organization to the media.
Announcements
Most common category of news releases. Events private or public, personnel, program product launches, financial/progress reports, awards, branding, breaking news.
News lead
The first paragraph of the news release has the most important facts, must attract the gatekeeper within seconds.
Benefit statement
Explains the advantage, what is in it for the reader. Best way is to use a quote.
News flag
News or news release printed in lager bold type
Organization identification
Name and address of sending organization; website optional, may be a part of organizations letterhead
Contact info
Identifies pr contact person who sent the news release, include name, title, phone and email.
Intended use date
For immediate release indicates that the news may be released immediately (bolded). Embargo refers to the news material that should not be released immediately and instead provides a date for the future.
Distribution date
The date the release is sent
Headline
Sígnalas the content of the news release, should be visually prominent and attention getting. Capitalize fire letter of every word 7-10 words
Subhead
A compliment to the headline that fleshes out theme; like a teaser; smaller font than headline.
Dateline
Featured the name of the city in all caps and the state
Boilerplate
Standard brief biography of the organization; add non essential background on the organizations headquarters and mission
End mark
More line
If release runs onto a second page, use this ((more)) in place of end mark
Slug line
If release runs onto a second page, repeat the first few words of the headline in caps, plus page number at the top left corner. Always start with a new paragraph.
Editors note
Notation to the person reading the news release. Like a p.s. note
Soundbite
Recorded quote
B-roll
Unedited video footage relevant to the story
Pitch
Strategic communication directed to gatekeepers to entice them to do a story/interview on some aspect of your organization.
Social media
Internet based communication vehicles that allow users to create and share content.
SEO
Search Engine Optimization- the process of increasing the number of visitors to a website by placing it high on the list of search engine results.
Social media audit
Ascertain how your organizations current social presence can be evolved or improved upon. Review which past content resonated most with audiences.
Top 5 reasons why companies use social media for PR.
- To build positive relationships and ongoing engagement with publics.
- To find influencers that will give brands a voice for both promotion and defense.
- To identify and address brand threats before they turn into a trending topic, or a crisis
- To react to negative press swiftly, then direct people to other media for more info.
- To make announcements about company updates, product releases, awards and events.
Ghostwriter
Someone who writes a speech for a speaker
News conference
Staged event to deliver an organizations message to a group of media reporters, as well as publics (employees, consumers, opponents, regulators) must be deemed newsworthy by the media . Some are planned while others aren’t.
Brochure
High quality, four color printed piece, content delivers highlights , should be used for an extended time. Reflects the image of the organization, key is to focus on the main message.
Annual report
Transparency and accountability are the objectives of corporate or annual reports.U.S federal law requires stock issuing companies to publish annual reports to disclose company’s financial activity and overall progress. Governmental agencies and political groups are required to make certain information public as well.
