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Public Relations in the Archives

Public Relations in the Archives. Mona K. Vance. What is it?.

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Public Relations in the Archives

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  1. Public Relations in the Archives Mona K. Vance

  2. What is it? • The art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest. (World Assembly of Public Relations Associations , 1978) • Maintaining a public image for a business or non-profit organization. • Used to inform, influence, and persuade

  3. Brief History • Always existed in some form • Developed in its current form around turn of the century • Many practitioners come from the journalism profession • “Public Relations” was a term used to replace “Propaganda” due to its negative connotation

  4. Benefits for Archives/Libraries • Used to build rapport with employees, patrons, potential patrons, and financial contributors. • Remain in public’s mind • Can revamp the communities image of your organization • Introduce your institution to new patrons • Bring people in the door! • Encourage continued or increased funding

  5. Times are Changing • More competition • Patrons are customers buying into an experience/service • Libraries/archives must now also be in the marketing business • Where people get their information is changing

  6. To Start: • Identify your target audience • Can be anyone (gender, location, community, age, nationality, etc.) • Tailor every message to appeal to that audience • Answer the questions: • What are you communicating? • Why? • To Whom? • How? • And whose job is it?

  7. Tools • Commercials • Exhibits/Displays • Newsletters • Texts • Websites • Social Networking Sites • (Facebook, Twitter, LinkedIn, Blogs, etc.) • Listservs • Word of mouth • Press Releases • Public Service Announcements • Television Interviews • Print Advertisements • Brochures • Flyers • Rack Cards • Stickers/Bookmarks/Bags/Etc. • Email Blasts • Media Kits

  8. Answer these Questions: • Who? • What? • When? • Where? • Why?

  9. Media Kits (Press Kit) • A press kit is usually a folder that consists of promotional materials that give information about an event, organization, business, or even a person. • What are included would be backgrounders or biographies, fact sheets, press releases (or media releases), media alerts, brochures, newsletters, photographs with captions, copies of any media clips, and social mediums. • Can also include digital versions of the media kit on a website

  10. The Press Release • A press release is pseudo-news story, written in third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product. • Press releases are often sent alone, by e-mail, fax or snail mail. They can also be part of a full press kit, or may be accompanied by a pitch letter.

  11. Parts of a Press Release • Headline • State your most exciting news, finding or announcement in as few words as possible. • Subheading • The press release subhead gives you the opportunity to flesh out your angle and further hook the reporter • Lead • The lead paragraph includes the who, what, when, where and how of the story • Body • Include City, State, and date (if desired) • The balance of the press release serves to back up whatever claims were made in the lead and headline. • Contact Information • Always include!

  12. Key Points about a Press Release • Stay away from hype-bloated phrases like "breakthrough", "unique", "state-of-the-art", etc. • Always write it from a journalist's perspective. Never use "I" or "we" unless it's in a quote. • Read lots of good newspaper writing, such as the New York Times or the Washington Post to get a feel for the style. • Shorter is better. If you can say it in two pages, great. If you can say it in one page, better. • Include a photo with a tagline whenever possible

  13. Public Service Announcements • 20-60 seconds in length typically • Does not allow for a lot of text so be brief, but concise • 20 seconds=45-50 words • 30 seconds=65 words • 60 seconds=125-150 words

  14. Television • Find out if there are any regular programs where they interview people from the community (ex. Noon Day) • Going to be short: be concise, bring visuals (if possible) • Contact the televisions stations when having a program • Can send them press releases as well

  15. Social Networking Sites • Facebook, Twitter, LinkedIn, Blogs, etc. • Great ways to reach people quickly and promote your organization/events • Young demographic • Two way conversation • Gain feedback/track audience • Cost effective • Make information short and concise

  16. Develop Contacts • Get to know them (editors, writers, broadcasters, etc.) • Know who they are and their contact information • Maintain good relations • Say thank you • Be consistent and dependable • Know their DEADLINES!!

  17. Organizations • Public Relations Society of America (PRSA) • http://www.prsa.org • Public Relations Association of Mississippi (PRAM) • http://www.pramonline.org/home.html

  18. Public Relations in the Archives Mona K. Vance

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