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Public Relations

Understand the news value, company goals, and writing conventions in PR. Learn the differences with journalism and press release checklist for effective communication.

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Public Relations

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Presentation Transcript

  1. Public Relations

  2. The Two So-Whats • What is the news value??? • If there is no news, journalists won’t use it • What is the company’s goal??? • What do they want people to do? • Be specific • “Getting the name out there” isn’t enough

  3. Differences between PR and Journalism • You don't have to volunteer the bad • Don't lie • Can soften the bad news • You don't have to provide both sides • You pick the sources so they can shoot down any findings, etc., you don't like

  4. Writing Conventions • Know what news is and how to write it • Write in journalistic style • Consider your audience • Know who to send releases to and deadlines • Have information available as soon as you release it • Use the list technique if you have several points

  5. Press Release Checklist • Include the name of a contact person • Preferably two people • Include a date • For Immediate Release • Write a headline • Double- or triple-space the type • Limit the release to one or two pages

  6. Press Release Checklist • Write on one side of the paper • Attribute news to a person • Use –More-, -END- and ### • Remember service journalism • Offer graphics • Have sound or photos available • Offer a summary blurb

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