Public Relations

Why was inverted pyramid invented?

working w/ media to inform the public about an organization's mission, policies and practices in a positive , consistent and credible manner

a filter through which specialists can transform information that is often negative or vague to create a more positive impression.

__________ percent of newspaper income comes from advertising

print media need __________ ____ to fill space get story ideas

Query letter are used to often stimulate the interest of editors for a story in ______?

_____ is used most often in TV

extra video shot when a camera crew is covering a story

Rules of thumb for writing:
Word length:

Rules of thumb for writing:
sentense length

Rules of thumb for writing:
paragraphs

Rules of thumb for writing:
passive voice

Rules of thumb for writing:
reading level

san serif- fonts are often used in _________

serif are often used in

For general audiences use a _______ point type

(Three words) signal passive voice

a subject has something done to it rather than performing the action itself

easier to read on a computer screen ______

easier to read on print

kerning (character spacing)

cutlines(captions) use ______ font

readability- easily read a lot of words

A system where a color image is separated into 4 different color values by the use of filters and screens.

Using one or more colors for a publication/ graphic/ headline. Very selective use of color often on only a limited number of pages.

Texas State colors

art of selecting and setting type

subheads
- a few words or short
- sentences above or below the headline
- includes information not in the headline
- font size is smaller than the headline but bigger than the body copy.
- Entices reader to body copy

Headlines often focus on:
- Benefit: the benefit promosed
- News/ information - announces news
- Provocative - provoke curiosity
- question - raises a question
- Command - order readers to do something

30-3-30 rule

Generally uses more copy as part of a rational, linear approach

Often uses images and headlines to get attention and entertain. Less body copy. Less rational, linear in approach

Not everything needs a headline, subhead, copy

choice and structure of visual elements. Conceptual decisions

specific size and placement of elements to execute a design -- visuals, headlines, subheads, body copy, logo, etc

Principles of design (5)

Balance:
formal (symmetric) or informal (asymmetrical)

Unity:
Do the elements seem to belong together?
Do they work harmoniously together?

Proportion: relationship of sizes of elements on a page

Contrast: relationship of elements in terms of
- size
- shape
- color

Stages of layout approval:

Thumbnail--rough first drafts

Rough layout - second draft

Comprehensive - polished approximation of final draft

Mechanical - final pasteup, camera ready

First draft of layout

Work out the general placement of elements on page

very crude

Public relations people often write the quotes that are used in news releases.-- person who "said" the quotes has to approve what you write

Writing News releases:
4 questions:

Parts of a news release:

- release date: immediate or embargo
- contact information
- title/ headline (craft w/ keywords for search engines)
- lead paragraph
- body paragraphs w/ quote
- boilerplate

Contact information:
name
#
email
company
fax

find a local angle
that will get the local newspapers interested.

Mass distribution- Macro distribution

Microdistribution - highly targeted

Men & women:
- gestures should be smaller
- white shirts reflect too much light, choose a subtle color such as blue or beige
- avoid black, white or red
- avoid pinstripes- Moire Pattern

MEN
wear knee-length socks

keep double breasted jackets buttoned

single-breasted jackets can be opened, but not too wide

wear makeup. tv lights can penetrate several layers of skin.

Whiskers show without makeup

Don't forget makeup on receding hairlines or bald heads.

HDTV adds to the need for makeup on TV.

The smallest blemish shows

WOMEN

careful w/ vivid red lipstick or lip gloss. stick to softer tones and dab lips w/ a little powder

make sure your hair will stay where you want it. you don't want to be playing with hair

be mindful you when choosing an outfit that you can place a microphone on there

News conference

you need to communicate w/ the media all at once.

only do it when you have something that is a major event

be prepared to answer tough questions

PR ppl could be the one up there to answer the questions// or could be prepping the speaker

Teach the client to talk in sound bites.

critique the client's body language to make sure it is open and friendly

tell the media when, where, and subject; then make phone calls to ensure that they received your notice and who they are sending

allows you to give out information to all media at the same time

gives the media access to the key newsmaker for direct questioning

Organizing a news conference

○ select a convenient location and time, (10-3) often late morning

○ arrive early to check on room set-up

○ invite the press well in advance if possible

○ have a press kit prepared

prep the speaker for kinds of questions that may be asked

press parties

○ a meal or reception for journalists, media leaders, and other guests

○ the goal is to make some sort of announcement or statement after socializing, hoping to
increase media receptivity (about an hour or socializing, 10 mins of business,
back to socializing)

○ press kits and often gifts are distributed

Press tour- 2 types

1. journalists are invited on a junket to see or experience something. Hosts pay for transporting,
feeding, and housing reporters. the goal is to familiarize reporters 1st hand w/ something that may be difficult to understand otherwise

2. individuals tour the country to promote a book, movie, TV show, etc

Meetings

• w/ the general public (town meeting), stockholders,
employees, etc.

• should be tightly run to start and stop promptly,
move along steadily, etc.

Radio

• very short lead time

• transportable

• specialized audiences

• stations air newscasts, PSAs, calendars, talk shows,
editorials, DJ comments, and live community events

• Audio news release (ANR)

• public service announcement (PSA)

• radio media tours one -on-one interviews w/ radio announcers

online media

• short lead times

• can provide substancital detail

• w/ hypertext links the info can be customized for ind.
needs

• multm: txt, audio, and video

• opporunities for interactivity and feedback

New media

• blogs

• websites

• social networking sites -viral



what limitations to these?

• you don't have reach and frequency.

• reach:

• frequency:

What is the difference between TV and newspaper news stories?

Four layout and design approaches:

______ appear dominated by one- or two column elements in a multicolumn format. Guides the eye from the top of the page to the bottom of the page

_______ appear dominated by multi-column elements that extend beyound half of the page's width, often the full width of a page. Reader's eye tends to move from left to right in following the news down a page

combines horizontal and vertical elements in a format that squares elements off with other elements on a page, such as photograph, a boxed item or maybe an advertisement. allows the eye to move down the page in a logical way. typically a backwards 6. can also take the reader from the top to the bottom of a page in the shape of a z

may have only one large, impressive photograph, a large headline and text