there is a decline in support for education by the government
TRUE
long letters are ok in solicitations
TRUE
writing for a second gift is ...
ok
in bond elections govt bodies should use citizens to lead campaign
TRUE
interview stories should be approved by the interviewee
TRUE
most visible pr unit at a University is the
publications bureau
in a capital campaign you first survey to determine level of
support
volunteer service agencies have had their workload increased due to
cutback of government welfare
pitch letter
how you get your story noticed
PSA
unpaid announcement that promotes public cause for nonprofit organization
blog
allows individuals to interactively engage in causes
satellite media tour
allow multiple TV newscasters/stations to interview a spokes person on a one-to-one basis separate times via satellite lasts 1-5 min
B-roll
2-3 minutes mins of background pics, extra sound bites, file footage for packing the story
things to consider before conducting news conference
realistically asses if the info can just effectively be distributed through a news release or a media kit
-select a location
-set a date and time
-distribute a media advisory about the upcoming news conference
-write a statement for the spokesperson
-try
what % of stories in a np come from news releases?
92
annual report
comprehensive report on a company's activities throughout the preceding year
radio listening vs TV viewing
80%, 2nd in US pop. vs 92%, 1st in US pop.
sound bite
short quote made by spokesperson from a recorded interview
primary source of news for 70% of public
online news releases
face-to-face meetings are
important
how long should cocktail parties last?
2 hours max; usually 90 minutes
advantages of using a celeb for a promo event?
increases odds media will cover the event bc "prominence" is considered a basic news value
4 categories of membership organizations
#NAME?
professional associations
place emphasis on setting standards for professional performance, establish codes of ethics, and determine requirements for admission
trade groups
large, represent manufacturers and distributers
chambers of commerce
an association of business professionals who work to improve their city's commercial climate
labor unions
represent the interest of an entire industry, lobby on behalf of employees, media coverage has not been positive
advocacy groups
Greenpeace and PETA
social - NRA, American Fam Organization
advocate their own causes, but perceived as lobbying
5 advocacy group tactics
a. lobbying
b. litigation
c. mass demonstrations
d. boycotts
e. reconciliation
f. fundraising
three categories of social service organizations
foundations
cultural groups
religious groups
foundations
can be created by anyone, for philanthropic purposes
cultural groups
try to promote quality of life (art, literature, music)
religious groups
pick up slack on issues and poverty
5 social service tactics
#NAME?
hospitals
consist of non-profit and for-profit. hospitals sell a product, parallels exist between their PR objectives and those of other corporations
Health Agencies
private or government run, serve the public interest by providing health care, funding for health initiatives, and oversight. Examples: Medicare, Medicaid, Children's Health Insurance Program
primary roles of a hospital PR staff
- to strengthen and maintain the public's perception of the institution as a place where medical skills, compassion, and efficiency are paramount
-to help market the hospital's array of services such as surgery and cancer treatment.
motivation to serve as volunteers
-the desire to share one's resources, no matter how small, with others
-pride/social prestige
-peer pressure
-psychological need to be recognized or rewarded
functions of a college or university news bureau and/or pr program
-produces hundreds of news releases, photographs, and special columns and articles for the print media
-prepares news and features about students' achievements, faculty activities, and campus personalities for radio and TV stations
-provides assistance an
6 key publics of a University
1. Faculty and staff
2. Students
3. Alumni and other donors
4. Government
5. Community
6. Prospective students
eight fundraising methods
1. corporate and foundation donations
2. structured capital campaigns
3. direct mail
4. event sponsorship
5. television solicitation
6. telephone solicitation
7. endorsement and tie-ins
8. online and social media
purpose of news release
#NAME?
components of online news release
- use single spacing
- keep the news release to 200 words or less
- use the INVERTED PYRAMID APPROACH, in which the most important info is first, followed by less important details
- the top line should give the name of the organization and perhaps its lo
characteristics of multimedia news release
#NAME?
SEO
Google, Yahoo, Wikipedia
SEO important bc
easier for people to find the correct news release when searching on the internet
why is important to include pics in a news release
bc people read photographs more then they read articles
6 aspects of a good publicity photo
#NAME?
mat release
mat feature release
mat vs reg news release
bc a feature angle is used instead of a lead that gives a key message. format of a standing column headline such as healthy eating, cooking corner, or vacations of a lifetime.
media advisory vs fact sheet
media alerts are shorter and provide less detail as opposed to fact sheets which are longer and include more information
media kit
press kit"/ prepared for major events and new product launches
media kit contains
#NAME?
purpose of a media kit
give editors and reporters a variety of information that makes it easier for the reporter to write about this topic
pitch letter
contact journalists and bloggers on a one-on-one basis and convince them that you have a newsworthy story or idea
capabilities of an electronic news service
provide a cost effective way to directly reach thousands of media across the nation and even the globe with a single click
online news room
- should have current and archived news releases
- the names, phone numbers, and direct e-mail addresses of PR contacts
- photographs
- product info
- an opportunity for journalists to sign up for a daily RSS feed if they regularly cover that particular c
how to prepare for a media interview
be prepared to say something that will inform or entertain the audience. should be able to volunteer specific information, personal data, or opinions about the cause under discussion as soon as the conversational opportunity rises
the mechanics of organizing a news conference
#NAME?
8 statistics that show how pervasive the Internet has become in today's global society
a. The number of Internet users worldwide is estimated to be almost 2 billion
b. US Internet users spend about 16 hours a week online
c. Google handles about 10 billion search inquiries a month
d. Email is used by 95% of Internet users. One person average
characteristics of the Web that make it possible for PR people to do a better job of distributing information
#NAME?
Push vs Pull concepts
-the Web represents the "pull" concept because the user actively searches for sites that can answer specific questions.
- the concept of "push" is that of information delivered to the user without active participation.
how webcasts are used by organizations
everything from employee training to briefings for financial analysts and news conferences launching a new product. one big advantage is that they save time and money because they eliminate the cost of travel for participants.
guidelines for employee blogs
a. Be transparent about any former, current, or prospective clients being mentioned in the blog
b. Respond in a timely manner
c. Generate as much original material as possible
d. Link only to blog sites that are relevant to your post
e. Make sure readers