Media Relations Writing: Semester Review and Key Concepts

AHHHHHHHHHHHH

What is the purpose of media relations in public relations?

To build mutually beneficial relationships between an organization and the people responsible for producing news and features in the media.

What defines 'news' according to the notes?

Timeliness, proximity, impact, controversy, novelty, emotion, and prominence.

How can one find news for media relations?

By reading organizational newsletters, attending meetings, and paying attention to what is covered in the media.

What are the different types of media in the media landscape?

Print, radio and broadcast, TV, online only, and non-traditional media such as blogs and podcasts.

What writing style is emphasized for media relations?

AP Style, which is objective, third-person, reader-centric, and concise.

What is the 'inverted pyramid' approach in news writing?

A writing style that presents the most important facts and details first.

What should be done when quoting a person in media releases?

Use the person's first and last name upon first mention, and their last name on subsequent references.

What is the significance of news conferences in media relations?

They must be significant enough to attract media interest, and a spokesperson should be available for interviews.

What are the characteristics of inexperienced reporters?

They likely have multiple stories to cover, little time for research, and are less confrontational.

What distinguishes experienced reporters from inexperienced ones?

Experienced reporters have several years of experience, come prepared, and look for accountability.

What is the goal of investigative reporters?

To confront, expose, and solve problems through branded coverage.

What is the standard for punctuation in quotes according to AP style?

Punctuation should always remain within the quotation marks.

What is the role of media tactics in public relations?

To effectively communicate and promote the organization's message to the public.

How should quotes be attributed in media writing?

Use the word 'said' to attribute a quote to an individual.

What is the importance of b-roll in news conferences?

It provides additional visual content that can enhance the news story.

What is a traditional interview in journalism?

The most common type of interview, scheduled ahead of time, focusing on facts/explanations and reactions without going off topic.

What should you do during a phone interview?

Stay focused on the conversation and eliminate distractions, as the interviewer may look up information while talking.

What are the key considerations for email/text/social media interviews?

Eliminate distractions, dress professionally, and use a plain or branded background.

What is a hostile interview and how should you prepare for it?

A hostile interview can ambush you if you don't respond to requests; prepare by anticipating aggression and having short, bulleted answers ready.

What are some non-verbal communication tips for interviews?

Stand with one foot in front of the other, sit on the front half of a non-swivel chair, lean in slightly toward the camera, and keep hands free to gesture.

What are media evaluation tools mentioned in the notes?

Media Monitoring, Media Analysis, Media Metrics, Media Evaluation, Media Feedback.

What are the characteristics of effective headlines?

Summarize the article in under 10 words, use AP Style, capitalize the first word and proper nouns, and avoid periods at the end.

What is the ideal order of words in a headline?

Subject, verb, noun (S-V-O) written in present tense.

What should a lead in a news article do?

Follow from the headline, answer key questions (who, what, when, where, why, how), and be concise.

What is the recommended length for a lead?

1-2 sentences, 25-30 words, and less than 40 words.

What is the difference between a lead and a nut graf?

The lead answers key questions and is concise, while the nut graf provides more details and is usually the second paragraph.

What is the purpose of a subhead in journalism?

To address multiple aspects in the same story.

What should you do with visuals during an interview?

Provide visuals to the reporter before or immediately after the interview to augment the topic.

What is the significance of community-driven influence in media evaluation?

It considers the impact of community perspectives and engagement in media narratives.

What is the ideal length for a headline according to the notes?

Under 10 words, ideally 6-8 words.

What is the purpose of using strong verbs in leads?

To create active sentences that convey information clearly and dynamically.

What is the importance of anticipating aggression in a hostile interview?

It helps you prepare and respond effectively, maintaining your message while respecting the interviewer.

What is the recommended background for email/text/social media interviews?

A plain or branded background, avoiding virtual backgrounds.

What should you wear during an email/text/social media interview?

Dress professionally, ideally in branded apparel.

What must quotes in news releases be?

Meaningful, plausible, obtained with approval, and properly attributed.

What is the standard format for a dateline in a news release?

CITY, State, Month day, year.

What key components are included in most media tactics?

Logo, Contact information, dateline, boilerplate, and quotes.

What does the boilerplate section of a news release contain?

A brief description of the company.

What is the purpose of the inverted pyramid structure in news releases?

To present the most important information at the beginning, followed by supporting details.

What should be included in the lead of a news release?

1-2 sentences that answer key news questions.

What is the role of quotes in news releases?

To add credibility to the news content.

What is the correct placement of attribution in a quote?

Attribution should come after the first sentence of the quote.

What punctuation is used before a quotation mark when ending a sentence?

The period comes before the quotation mark.

What is the standard length for a news release?

1-2 pages.

What style should news releases be written in?

AP Style.

What is included at the top of most media tactics?

Contact information for media inquiries.

What should be done if a news release is longer than one page?

Include a '-more-' at the bottom.

What is the purpose of the headline in a news release?

To grab attention and summarize the main point of the release.

What should be included in the contact information section of a news release?

Contact name, title, email, and/or phone number.

What is the significance of the 'For Immediate Release' statement?

It indicates that the information can be shared with the media immediately.

What does the 'end marks' section indicate in a news release?

The conclusion of the news content.

What are the three audio news release lengths mentioned?

:15 seconds, :30 seconds, and :60 seconds.

What is the word count range for a :15 audio news release?

38-40 words.

How should numbers be presented in a broadcast style?

Numbers should be written out as words, with no symbols.

What is the key difference between a news release and an audio news release?

A news release is written for reading, while an audio news release is written for speaking.

What does the audio news release format require for quotes?

Quotes must have a lead-in with the name and title of the person speaking.

What is the estimated time to speak for a :60 audio news release?

150-170 words.

What is the treatment of names in actualities?

Names should be attributed in the order of title, organization, and name.

What is the recommended sentence structure for audio news releases?

Short words, short sentences, and simple sentences.

What should be avoided in audio news releases?

Dead space; they should be written to be heard.

What is the purpose of the lead in a news release?

To answer all news questions in a formal manner.

What is the flexibility in attribution treatment for quotes?

Quotes can be presented as stand-alone paragraphs.

What is a Video News Release (VNR)?

A standard news release written in an applied broadcast style with emphasis on video and visual elements.

What are some key elements included in a VNR?

Headline, VNR script, name of the organization, length of the total VNR, audio column, video/visual column.

What does SOT stand for in VNR terminology?

Sound on Tape, which refers to a soundbite.

What does VO stand for in VNR terminology?

Voice over, which refers to reporter narration.

What is B-roll in the context of a VNR?

Footage without a reporter on screen.

What is a chyron in video production?

A graphic seen on the screen that provides information.

What is the purpose of a billboard in a VNR?

Text on screen that notes to the TV news department about VNR content.

What should be included in the audio column of a VNR script?

Narrated close, additional soundbites, and labeled VO and SOT.

What is the format for attributing soundbites in a VNR?

Attribute SOT with name, title, and organization, followed by the exact quote.

What does the close in a VNR aim to achieve?

To get a buzz from social media users and to share a story.

What is a social media press release?

A press release written with a general audience in mind, focusing on social media as a tool to share a story.

What are the components of a VNR's video/visual column?

Visuals that accompany the audio, including graphics and footage.

What is the purpose of localizing a VNR story?

To suggest ways to make it into a bigger news story for local markets.

What is the role of TV anchors in a VNR?

To provide the intro and conclusion to the news story.

What should the VNR script format look like?

Formatted in two columns, with audio on one side and video/visuals on the other.

What is the primary goal of a media pitch?

To get a journalist or editor interested in your news, resulting in media coverage.

What are some effective methods for delivering a media pitch?

Media pitches are almost always done by email, but can also be delivered via social platforms, telephone, or traditional mail.

What should a subject line of a media pitch include?

It should be creative, enticing, informative, and avoid buzz words.

What is a key difference between a media pitch and a news release?

A media pitch is an outline of a story idea, while a news release is a fully written story.

What is the purpose of a media advisory?

To alert the media about a press conference, inform about events journalists should attend, and notify about key individuals available for interviews.

What are the must-haves for a media advisory?

Include the company logo or letterhead, and type 'MEDIA ADVISORY' in a large, bold font.

What should the introduction of a media pitch accomplish?

It should get right into the story and set up the big picture.

What is the structure of a media pitch?

Problem or situation, solution, and contact details.

What is a feature news release?

A more creative and sometimes longer lead that must have a PR objective and establish characterization.

How should a lead be written in a feature article?

It should set the mood, grab the reader's attention, and invite them to read the rest of the article.

What is a nut graph in a feature article?

It provides the essential information and context for the story.

What is the purpose of the conclusion in a feature article?

To summarize the key points and provide closure to the story.

What is a media pitch letter?

An attempt to get a journalist interested in your news so they decide to cover it.

What should be avoided in a media pitch?

Generic angles, mass distribution, and lack of personalization.

What is the importance of persuasive language in a media advisory?

To compel reporters to attend the event for full story coverage.

What does a media advisory need to be?

Brief, scannable, and mindful of language.

What does the body of a media pitch include?

Facts that justify and support the points made in the pitch.

What is the role of the quote in a media pitch?

To provide a personal touch and add credibility to the story.

What is the significance of including contact details in a media pitch?

To provide information on how to get further details and create a sense of urgency.

What should be included in the body of a feature article?

Background, thread of the story, and dialogue.

What is the purpose of using white space in a media advisory?

To make it scannable and easy to read.

What key elements should be included on the left-hand side of an alert?

The date of the alert, company name, contact first and last name, contact information (phone, email), and a catchy headline.

What are the 5 W's to address in a press release format?

Who, What, When, Where, and Why.