CA 218 – PUBLIC RELATIONS

Professor: Amy L Stewart, MA

April 3 Schedule

5:30 p.m.: AP Style Quiz & Assignment Review

6 p.m.: Chapter 5 7 p.m.: Break 7:15p.m.: Laura Nguyen on Skype 8 p.m.: Upcoming assignments

Media List and Press Release

AP Stylebook Quiz

3. She said the weather will not affect/effect her plans. Affect - As a verb, means to influence Effect – As a verb, means to cause

4. 1,000/One thousand people attended her wedding. Spell out a numeral at the beginning of a sentence

7. Susan lives further/farther away. Farther refers to physical distance Further refers to an extension of time or degree

10. Susan said she is all right/alright. Never alright

12. No other explanations have/has been presented to the team. Have is used with plurals and has is used with singulars

AP Stylebook Quiz Continued13. Olivia will be 4/four years old in October.

Ages – Always use figures

16. The wedding, which/that was planned quickly, will now be in November. A which clause is surrounded by commas; no commas

are used with that clauses. Tip: If you can drop the clause and not lose the meaning

of the sentence, use which.

18. She was born in the fifties/’50s/50’s. Use an apostrophe in place of omitted figures

19. Joe’s email/e-mail address is Joe@park.edu Email is acceptable in all references for electronic mail

News Releases and Backgrounders

What is a News Release?

Information you that you wish released to the press, usually the print media

Publicity releases Example: : Crown Center

Product releases Example: Sprint

Financial releases

Other Types of News Releases Event Announcements

Example: Nelson-Atkins Museum of Art Personnel Releases

Example: Fleishman-Hillard Tips/Hints Releases

Writing a News Release

Inverted Pyramid

The Lead

Summary lead – Answers who, what, when, where, why, and how Example: Royals

Delayed lead – Used to add drama to a news story and is usually used for feature stories Example: Applebee’s

Quotes and Attributions

Quotes Used to add interest to your news release Should not be used at the beginning of a

news release Public relations writers have leeway with

quotesAttribution Always give credit to the person who is

quoted Include his/her title

Local Interest Release Guidelines Include local information throughout the

release Keep your local angle newsworthy by

avoiding commercial plugs If you are sending only to local media

and you reference a local city in your release, omit the name of the state

Don’t strain to find a local angle if there is none

Lead Writing Exercise

News Release Format

• White paper• 1- 1 ½ inch margins• Contact information• Release date• Title• Logo (optional)• Location and date• More

News Release Format Continued

• Page 2• Include header• About Company releasing information• About other companies involved• ###, -30-, End

Timing and Dating Releases

Release with no specific time frame For Immediate Release For Release on Receipt For Release at Will

Release with specific time frame For Release January 23, 10:00 p.m. or

Thereafter Hold for Release, Friday, January 23, 10 a.m. For Release after 10:00 a.m., Friday, January

23

Pitch Letters

A brief introduction to a subject you intend to cover in more detail in press releases, backgrounders, or other publicity pieces Keep them short and to the point Know your audience Know your medium Target precisely Offer a newsworthy topic DO send attachments

Media Advisories

Goal is to get reporters interested enough they mark their calendars to attend the event

Used for special events, grand openings, press conferences spokesperson availability What: Who: When: Where: Why: Example on page 116

Backgrounders and Fact Sheets

Backgrounders – in-depth information pieces for anyone who wants more detailed information on a company Book says they are 4-5 pages Most backgrounders 1-2 pages

Fact Sheets – Contain facts Usually one page Easy to read bulleted format

Skype with Laura Nguyen

Upcoming Assignments

Press Release 1-2 pages Follow formatting guidelines outlined in the

book Media List

1 page Include a minimum of 10 contacts Follow formatting guidelines outlined in the

book Mid-term Read through Chapter 8