Utilize publicity to inform
stakeholders of business activities
PRESS RELEASE
FACTUAL ANNOUNCEMENTS
SENT TO THE
MEDIA
TO
BE USED AS
NEWS ITEMS
ON
REGULAR BASIS
•
WHO SENDS Press Releases?
–
Businesses, Organizations, Individuals, and Government
• Locally, Nationally and Internationally
•
WHO CREATES Press Releases?
PURPOSES
of PRESS RELEASES
•
Introduce NEW PRODUCTS
•
Keep the BUSINESS IN THE PUBLIC EYE
•
Position the BUSINESS’S IMAGE
•
Support good EMPLOYEE RELATIONS
INFORMATION
in PRESS RELEASES
HARD COPY
SOFT COPY
•
Information that should
be announced
IMMEDIATELY
•
Public will want to know
about it
right away
•
Information that
DOES
NOT
need to be
announced immediately
STEPS to WRITING
A PRESS RELEASE
1. PREPARE
– List the most important facts – Identify which media to use
2. PUT IMPORTANT INFORMATION FIRST
– Inverted Pyramid Approach
– “Who, What, When, Where, Why, How”
3. STICK TO THE FACTS
4. Write CLEARLY and EASY TO UNDERSTAND
–
No complex words
5. Write in ACTIVE VOICE (Verbs)
6. EDIT Grammar and Spelling
–
If send with errors, CONTACT the media to give
the correct information IMMEDIATELY
“You Do”
Write a Press Release for one of the following using
the format on the 4.03 Handout:
– ACHS _________Team going to States
– _______________Band is having a concert in Charlotte – _________________ NFL Team is going to the Superbowl – _________________ NBA Team is being purchased by
_________________
– _________________ (professional athlete) is injured for the rest
of the season
– _______________________(corporate sponsor) is dropping
SENDING
PRESS RELEASE to
MEDIA
•
OBTAIN MEDIA DEADLINES
–
Send Press Release
CLOSE
to deadline
•
NEED to
CATCH THE EDITOR’S ATTENTION
–
THE EDITOR DECIDES WHETHER TO PUBLISH OR
BROADCAST THE RELEASE
–
INCLUDE A CAPTIONED PHOTOGRAPH
• Picture that is accompanied by written text called a caption
•
Send the release to a
specific person
•
Send a
COVER LETTER
with the release
PROFESSIONAL
PRESS RELEASES
•
Typed
•
ARRANGE INFORMATION APPROPIRATELY:
–
Company
NAME/CONTACT
Information
–
WHEN
the release should be used
–
If a
PHOTOGRAPH
is enclosed
–
A
HEADLINE
for the release
–
The
PLACE AND DATE
of the news
–
The
BODY
of the release
“You Do”
Write a Press Release for one of the following using
the format on the 4.03 Handout:
– Mallard Creek High School _________Team going to States – _______________Band is having a concert in Charlotte
– _________________ NFL Team is going to the Superbowl – _________________ NBA Team is being purchased by
_________________
– _________________ (professional athlete) is injured for the rest
of the season
– _______________________(corporate sponsor) is dropping
NEWSLETTERS
Bulletin issued periodically to inform a group
about a business/organization
•
EXCELLENT MARKETING TOOL
– COMMUNICATE WITH THE PUBLIC – Increase business
– Market your brand
•
TYPES
of Newsletters
EFFECTIVE
NEWSLETTERS
•
“CATCHY” CONTENT
–Needs to be interesting to customers/fans
•
BLEND content articles with ADVERTISEMENTS
–Promote your product throughout newsletter
•
BE POLITE
STEPS to WRITING
a NEWSLETTER
1. RESEARCH
– Look at other newsletters for ideas
2.Develop a PLAN
– WHO will write it, WHO will read it, WHO will distribute it? – WHAT is the content?
– WHEN will it be published?
– HOW will it be produced (Email or print)?
3.Design a FORMAT
– Number of columns/pictures/articles per page
– Colors and Font Types
4. SELECT PEOPLE to write articles to submit 5.Create submission DEADLINE
6.EDIT
MEDIA GUIDES
Sports-related press booklet published by
sporting teams
•
Provide information
about
– Participants – Location – Price
•
ENCOURAGE TELEVISION/NEWSPAPER COVERAGE OF
THE SPORT
•
Goals
:
– Generate interest so the MEDIA WILL PROVIDE COVERAGE
DEVELOPING
a MEDIA GUIDE
•
BUDGET
–
How much will is cost?
•
ADVERTISING
–
Who will buy advertising space?
•
Photographs and Graphics
–
Logos, photos from past seasons, team pictures, etc.
•
Page design
–
Layout: where will certain information go?
•
PRINTING/DISTRIBUTION
–
Online or Printed?
“YOU DO”
Your PROJECT GROUP will do ONE of the following
for your team:
1. Develop a
NEWSLETTER
using the steps from your
notes.
2. Develop a
MEDIA GUIDE
using the steps from your
notes.
•
Research other examples of newsletters/media
guides online for ideas.
•
Your newsletter/media guide MUST be printed in
MEDIA RELATIONS and SPORTS
•
MEDIA:
–
keeps us informed, entertained and enlightened of
SPORTING EVENTS
•
SPORTS
–
Provides
MEDIA
with news and events which
PUBLIC RELATIONS vs. MEDIA RELATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
•Communicating with ALL the many people an organization may have a relationship with
•Employees
•Customers
•Fans
•Communities’
•MEDIA
•Interaction with the MEDIA….
• Reporters
• Journalists
• Editors
• Print Media
• Electronic Media
• Online Media
…to communicate
MEDIA RELATION
REPRESENTATIVES
•
BEAT WRITERS
–
Writer assigned to
cover specific topics
• Sports: typically assigned to cover specific sport or team
•
COLUMNISTS
–
Writer for a
specific publication
•
TV Game Broadcasters
•
Radio Game Broadcasters
MEDIA RELATIONS
POSITIVE EFFECTS
NEGATIVE EFFECTS
•MONEY
• Media companies pay for the rights to show a sporting event
• Sports shown on the TV generate
sponsorships •ROLE MODELS
• Endorsements of famous athletes
•INSPIRATION
• Encourage people to get involved
•COACHING AID
• Watching games on TV can provide guidance to athletes, coaches or teams
•BIAS
• Only really popular sports get much attention
•LACK OF ATTENDANCE
• Games shown on TV-ticket sales often drop
•ATTENTION
• Attention paid to pro athlete private lives more than sport
•DEMANDS
MEDIA RELATIONS and
CRISIS
•
Athletes have become
CELEBRITIES
because of
increased
MEDIA COVERAGE
–
Their
PERSONAL LIVES
are covered by the Media
–
Must
OVERCOME NEGATIVE PUBLICITY
• Ex: After criticism for being overpaid, a pro-athlete
“YOU DO”
•
CREATE an THINKING MAP
demonstrating the
following concepts from today’s notes:
–
Public Relations VS. Media Relations
–
Positive and Negative Impacts of Media Relations
–
How a Crisis affects Media Relations
POSITIVE
MEDIA RELATIONSHIPS
•
Developing
POSITIVE RELATIONSHIPS
with the Media:
– GENERATES PUBLICITY
• More publicity = More sales = More Money!
– MAXIMIZE FAVORABLE NEWS AND EVENT COVERAGE
• PLAN A MEDIA DAY
– Give media chance to VISIT EVENT VENUE IN ADVANCE
– ENCOURAGE MEDIA TO PUBLICIZE THE PREPARATIONS
– Must be HONEST AND PROFESSIONAL
TYPES
of MEDIA RELATIONSHIPS
•
INTERACTIVE
–
Both media and sport entity have
ONGOING, TWO-WAY
COMMUNICATION
• BUILD TRUST AND GOODWILL
–
BUILDS MUTUALLY FAVORABLE
• Both parties must get something out it
•
PROACTIVE
–
Consider
POSITIVE MESSAGES
the company wants to send
•
REACTIVE
–
Consider potentially
NEGATIVE NEWS
and establish how
“YOU DO”
Individually, you will
RESEARCH
and
WRITE an Essay
about
CREATING POSITIVE MEDIA RELATIONSHIPS
•
ESSAY CRITERIA:
– 5-7 Paragraphs – Typed
– Address WHY IT IS IMPORTANT TO HAVE POSITIVE
RELATIONSHIPS with media if you are a sports organization
– List and discuss in detail the THREE TYPES of media
relationships
– ARGUE WHICH TYPE OF RELATIONSHIP you think is the best to
