Reading Notes Chapter 11: Journalism/PR

09/11/2010 § Leave a comment

Reporters and editor spend a lot of time reviewing information and gathering it, so do to time they depend on practitioners for their news.

PR professionals have been known to use excessive hype, or spam. This is due to the fact that they haven’t done their research.

  • journalists say that practitioners manipulate the situation
  • practitioners do not have confidence in reporting
  • They tent to make mistakes such as misspelled names and incorrect titles.

Even though their are differences they do have to work together in:

  • Media Interviews
  • Press Conferences
  • Previews and Parties
  • Editorial Board Meetings




Source: Public Relations Writing and Media Techniques


Reading Notes: Chapter 10- Distribution News

09/11/2010 § Leave a comment


Feature or Photo Placement Firms:

  • PR companies might have these because they specialize in preparing features or photos with an entire layout to editors.

Ways practitioners distribute the information to the media:

  • email: don’t send an excessive amount
  • online newsroom
  • Electronic wire

PR Practitioners can find contacts through a media database

tip sheet: helps people find media personnel who might be interested in their material.



Source: Public Relations Writing and Media Techniques

Reading Notes Chapter 9: Writing for Radio and Television

03/11/2010 § Leave a comment

In chapter 9 of our text, writing for radio and television is discussed. Below are a few points I found to be interesting and extremely helpful.

  • 94% of adults over 18 listed to the radio on a daily basis, with a total estimated audience of about 22.5 million
  • Radio news releases have to be written so that a radio broadcaster can read them directly on air.
  • PSA: public service announcement- an unpaid announcement that promotes the programs of government or nonprofit agencies or that serves the public interest
  • RMT: radio media tours- a spokesperson conducting a series of round-the-country, one-on-one interviews from one central location.
  • VNR: video news release- 90 second news report with voiceover narration on an audio channel, has extra soundbites and b-rolls, has a clear identification of the video source, and has script
  • SMT: satellite media tour- television equivalent to RMTs


Source: Public Relations Writing & Media Techniques

Reading Notes Chapter 8: Publicity Photos and Graphics

27/10/2010 § Leave a comment

This chapter is all about photography and graphics. Photography can play an integral part in public relations as it grabs the eye of the audience and can be used to convey a message.

Taking a picture isn’t as easy as it looks. Scaling, lighting, angles, and positioning all play a part when it comes to taking the photo. If those things aren’t done correctly, it could make or break the photo.

When using photographs in the PR field, you have to work well with the photographers themselves. Having a healthy working relationship is important as well as making sure the contract between you and the photographer is perfectly laid out so there aren’t any issues that could arise such as fee disagreements, unlawful use of the photos or copyright issues.

Captions are extremely important and need to be used with every photo

Reading Notes Chapter 7: Creating News Features and Op-Ed from Comm 4333

22/10/2010 § Leave a comment

There are two types of soft news media tools- news features and op-ed.

A feature Story can provide background information on the topic covered in the feature, whether it be a profile on a person or company or an event.


Feature stories can:

  1. Provide more information to the consumer
  2. Give background and context about organisations
  3. Provide behind-the scenes perspective
  4. Give a human dimension to situations and events
  5. Generate publicity for standard products and services

There are several types of Features:

  1. Case Study
  2. Application Story
  3. Research Study
  4. Backgrounder
  5. personality profile
  6. historical profile

Op-ed: means “opposite the editorial page.”  Op-ed presenst a variety of views on current news events, governmental policies, pending legislation, and social issues.



Resource: Public Relations Writing and Media Techniques 6th Ed. by Dennis L. Wilcox

Reading Notes Chapter 6:Preparing Fact Sheets, Advisories, Media Kits, and Pitches Comm 4333

22/10/2010 § Leave a comment


Media kits- also known as press kits- a collection of various news materials, which can include press releases and fact sheets,  and are used to introduce products and to inform the media of events.

Fact Sheets- Often accompany a news release or a media kit. List of  facts in outline that a journalist can use as a reference when he/she is writing a story. A fact sheet can be the foundation of the story or could just be used for one or two of the facts provided in the sheet.

Media Advisories- also known as media alerts because they tell assignment editors about up-coming events that could be covered later on for story or media purposes.




Resource: Public Relations Writing and Media Techniques

Reading Notes 5: News Releases

05/10/2010 § Leave a comment

Writing a News Release is really nerve racking, at least I feel like it is, and this chapter really helped put my fears at ease.

The text gives us a bit of an insight when it comes to News Releases and says that before we write one, we need  to know its purpose. What is if for?

  • announcement
  • Bad News
  • Local News
  • a Reaction

So many companies and media outlets receive and send out so many news releases that it can be hard to set them apart, but the text suggests that that is exactly what we need to do. We need to be creative with news releases so that they are eye grabbing and informative. Now, this doesn’t mean it needs to have various forms of colour or that it needs pictures and other graphics, instead, we need to use creative headlines and business oriented material and presentation.

Source: Public Relations Writing and Media Techniques

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