Media Relations & Newswriting PDF

Media Relations The exchange Journalist PR person Exposure/credibility Pre-packaged news/access “Information subsidy” or payment in-kind E.g. press release, video news release, preset interviews questions, visuals Frenemies? The reporter...

Media Relations The exchange Journalist PR person Exposure/credibility Pre-packaged news/access “Information subsidy” or payment in-kind E.g. press release, video news release, preset interviews questions, visuals Frenemies? The reporter wants the story whether good or bad & Organizations want things presented in the best light  “Reporters and editors are always strapped for time. You can help get your story into print by doing the bulk of the legwork yourself. Write the headline, develop the angles, do the research, suggest people to interview, and include their contact information… Make it as easy as possible for the journalist to do the story” -Art Feinglass The Public Relations Handbook for Nonprofits Working w/ journalists 1. Think like a journalist 2. Write like a journalist 3. Make a journalist’s job easier The do’s Get to know them Be accurate & reliable Be useful – become a trusted source Always stay attuned to news and newsworthiness Share information (even when not about your client)  1) Think like a journalist 2) Articulate your goals with clients from the get go and set expectations 3) Ask your clients or execs- what’s your dream headline? 4) Quality is more important than quantity 5) It’s not news until you say it’s news (in other words, own your narrative, share it when you’re ready and when the timing feels right for you.) 6) When it comes to email pitches, don’t bury the lede 7) Be a source so journalists call you first when they’re working on a story The don’ts Don’t try to “buy” or threaten a journalist Don’t sweat the skepticism; don’t have an attitude Don’t forget you are always ‘on the record’ (a reporter is never off- duty) Don’t expect “news” agreement Don’t lie! Media relations tools Media kit/online newsroom Consider purpose & audience Media kits for special events, news conferences, crisis situations Sample media relations tools News releases Video news release Media alert Event calendars AFI (available for interview) Fact sheet Backgrounder Multimedia Alternative…Op-eds Pitching The Pitch Selling a story to a reporter or producer Concise Emphasize story angle Informal May include research & supporting materials Timing Only pitch newsworthy information to appropriate sources The pitch (cont.) Know who you are talking to Media lists Beats (direct releases at specific reporters or editors) Phone vs. E-mail vs. social E-mail short pitch (debate over attaching news release) Sometimes follow-up with phone call Twitter increasingly used, but based on journalist preference Be ready for rejection News Releases & Newswriting News release Main public relations writing vehicle Influence a publication to write favorably about the material discussed Document of record to state an organization’s official position Release is point of departure for a media outlet (not used verbatim) Principles of newswriting Truthfulness Accuracy Objectivity Impartiality Fairness Public accountability Newswriting Structure Most Important Information Less Important Information Least Important Information Boilerplate Information Newsworthiness 1. Timeliness 2. Proximity 3. Prominence 4. Uniqueness/oddity 5. Impact 6. Conflict Other considerations: Currency (hot topics/human interest) The bizarre/deviant Visuals that tell a story News construction review Short & snappy headlines reflect main angle/important info; usually in present tense Lead develops clear angle and shares most important info Attribute statements and opinions wherever necessary Use short paragraphs; smooth transitions Write in the third person Simple, direct language Leads The first sentence, usually written as one paragraph, that tells the most important/compelling information of the story Find your angle! 5Ws 1. The faculty senate passed a resolution recommending a tobacco- free campus at their September meeting. 2. The Villanova faculty senate held their monthly meeting on Sep. 8, 2019. Common release mistakes 1. Releases are poorly written More complicated/difficult-to-read than news stories 2. Releases are rarely localized 3. Releases are not newsworthy Up your chances of placement Well defined reason for sending release Focus on one central subject Make certain the subject is newsworthy in the context of the organization, industry and, community Include facts, factually Include quotes, avoid inflated superlatives Write clearly, concisely, forcefully