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Utilize publicity to inform stakeholders of business activities. 4.03. Publicity. NEWSWORTHY INFORMATION In the media (Print and Broadcast) About a company, product, or person Publicity is free Can be good or bad.

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Publicity
Publicity activities

  • NEWSWORTHY INFORMATION

  • In the media (Print and Broadcast)

  • About a company, product, or person

  • Publicity is free

  • Can be good or bad


How do businesses get publicity write a press release may also be called news release
How do businesses get Publicity?? activitiesWRITE A PRESS RELEASE(May also be called News Release)


Press release
PRESS RELEASE activities

FACTUAL ANNOUNCEMENTS SENT TO THE MEDIA TO BE USED AS NEWS ITEMS ON REGULAR BASIS

  • WHO SENDS Press Releases?

    • Businesses, Organizations, Individuals, and Government

      • Locally, Nationally and Internationally

      • Depending on where the announcement is newsworthy

  • WHO CREATES Press Releases?

    • Public Relations Department, Employees, Owner


Purposes of press releases
PURPOSES activities of PRESS RELEASES

  • Introduce NEW PRODUCTS

  • Keep the BUSINESS IN THE PUBLIC EYE

  • Position the BUSINESS’ IMAGE

    • Known for: Quality? Value? Service? Price?

  • Support good EMPLOYEE RELATIONS

  • Create good COMMUNITY RELATIONS


Information in press releases
INFORMATION activities in PRESS RELEASES


Steps to writing a press release
STEPS to WRITING activitiesA PRESS RELEASE

  • PREPARE

    • List the most important facts

    • Identify which media to use

  • PUT IMPORTANT INFORMATION FIRST

    • Inverted Pyramid Approach

    • “Who, What, When, Where, Why, How”

  • STICK TO THE FACTS

    • AVOID USING OPINIONS or EMOTIONS


Steps to writing a press release1
STEPS to WRITING activitiesA PRESS RELEASE

4. Write CLEARLY and EASY TO UNDERSTAND

  • No complex words

    5. Write in ACTIVE VOICE (Verbs)

    6. EDIT Grammar and Spelling

  • If sent with errors, CONTACT the media to give the correct information IMMEDIATELY


Press release research
Press Release Research activities

Templates

  • http://www.ereleases.com/press-release-template.html

  • http://www.pressreleasetemplates.net/

    Examples

  • http://www.ereleases.com/pr/rising-golf-star-z-brings-spirit-of-community-support-to-youth-and-sports-fans-of-metropolitan-dc-10450

  • http://www.prlog.org/12043014-beyond-the-game-foundation-partners-with-keller-williams-realty-for-holiday-benefit-concert.html

  • http://www.prlog.org/12034349-ace-air-partners-with-toys-for-tots-to-collect-toy-donations-this-holiday-season.html


Sending press release to media
SENDING PRESS RELEASE to MEDIA activities

  • OBTAIN MEDIA DEADLINES

    • When does the story have to be written?

    • Send Press Release CLOSE to deadline

  • CATCH THE EDITOR’S ATTENTION

    • The EDITOR decides what to publish or broadcast

    • INCLUDE A CAPTIONED PHOTOGRAPH

      • Picture that is accompanied by written text called a caption

  • Send the release to a specific person

  • Send a COVER LETTER with the release

  • Send a THANK-YOU NOTE after the release is used


Professional press releases
PROFESSIONAL activitiesPRESS RELEASES

  • Typed

  • ARRANGE INFORMATION APPROPRIATELY:

    • Company NAME/CONTACT Information

    • WHENthe release should be used

    • If a PHOTOGRAPHis enclosed

    • A HEADLINEfor the release

    • The PLACE AND DATE of the news

    • The BODYof the release

    • Endof the release (“-END-”)


You do
“You Do” activities

Write a Press Release for 2 of the following:

  • AKHS _________Team going to States

  • _______________Band is having a concert in Charlotte

  • _________________ Introduction of a new product

  • _________________ Business is supporting a charity

  • _________________ (professional athlete) is injured for the rest of the season

  • __________________ (company) is hosting a community event

  • Release of a new movie

  • ____________________ has a new album being released



Newsletters
NEWSLETTERS activities

Bulletin issued periodically to inform a group about a business/organization

  • EXCELLENT MARKETING TOOL

    • COMMUNICATE WITH THE PUBLIC

    • Increase business

    • Market your brand

  • TYPES of Newsletters

    • PRINTED

    • ONLINE


Effective newsletters
EFFECTIVE activitiesNEWSLETTERS

  • “CATCHY” CONTENT

    • Needs to be interesting to customers/fans

  • BLEND content articles with ADVERTISEMENTS

    • Promote your product throughout newsletter

  • BE POLITE

    • “Dear Friends”


Steps to writing a newsletter
STEPS to WRITING activitiesa NEWSLETTER

  • RESEARCH

    • Look at other newsletters for ideas

  • Develop a PLAN

    • WHO will write it, WHO will read it, WHO will distribute it?

    • WHAT is the content?

    • WHEN will it be published?

    • HOW will it be produced (Email or print)?

  • Design aFORMAT

    • Number of columns/pictures/articles per page

    • Colors and Font Types

  • SELECT PEOPLE to write articles to submit

  • Create submissionDEADLINE

  • EDIT

  • DISTRIBUTE


  • Develop a media guide
    DEVELOP A activitiesMEDIA GUIDE


    Media guides
    MEDIA GUIDES activities

    Sports-related press booklet published by

    sporting teams

    • Provide information about

      • Participants

      • Location

      • Price

    • ENCOURAGE TELEVISION/NEWSPAPER COVERAGE OF THE SPORT

    • Goals:

      • Generate interest so the MEDIA WILL PROVIDE COVERAGE

      • ENCOURAGE SPECTATORS TO BUY TICKETS


    Developing a media guide
    DEVELOPING activities a MEDIA GUIDE

    • BUDGET

      • How much will it cost?

    • ADVERTISING

      • Who will buy advertising space?

    • Photographs and Graphics

      • Logos, photos from past seasons, team pictures, etc.

    • Page design

      • Layout: where will certain information go?

    • PRINTING/DISTRIBUTION

      • Online or Printed?

      • How will you get it to the fans?


    You do1
    “YOU DO” activities

    Your PROJECT GROUP will do ONE of the following for your team:

    • Develop a NEWSLETTER using the steps from your notes.

    • Develop a MEDIA GUIDE using the steps from your notes.

  • Research other examples of newsletters/media guides online for ideas.

  • Your newsletter/media guide MUST be printed in COLOR and match the FORMAT of a real newsletter/media guide (booklet).



  • Media relations and sports
    MEDIA RELATIONS and SPORTS activities

    • MEDIA:

      • keeps us informed, entertained and enlightened of SPORTING EVENTS

    • SPORTS

      • Provides MEDIA with news and events which attracts public interest



    Media relation representatives
    MEDIA RELATION activitiesREPRESENTATIVES

    • BEAT WRITERS

      • Writer assigned to cover specific topics

        • Sports: typically assigned to cover specific sport or team

    • COLUMNISTS

      • Writer for a specific publication

    • TV Game Broadcasters

    • Radio Game Broadcasters

    • Photographers


    Media relations
    MEDIA RELATIONS activities


    Media relations and crisis
    MEDIA RELATIONS and activitiesCRISIS

    • Athletes have become CELEBRITIES because of increased MEDIA COVERAGE

      • Their PERSONAL LIVES are covered by the Media

      • Must OVERCOME NEGATIVE PUBLICITY

        • Ex: After criticism for being overpaid, a pro-athlete became a volunteer spokesperson for Special Olympics



    Positive media relationships
    POSITIVE activitiesMEDIA RELATIONSHIPS

    • Developing POSITIVE RELATIONSHIPS with the Media:

      • GENERATES PUBLICITY

        • More publicity = More sales = More Money!

      • MAXIMIZE FAVORABLE NEWS AND EVENT COVERAGE

        • PLAN A MEDIA DAY

          • Give media chance to VISIT EVENT VENUE IN ADVANCE

          • ENCOURAGE MEDIA TO PUBLICIZE THE PREPARATIONS

      • Must be HONEST AND PROFESSIONAL

        • PUBLIC RELATIONS PROFESSIONALS should present themselves this way


    Types of media relationships
    TYPES activitiesof MEDIA RELATIONSHIPS

    • INTERACTIVE

      • Both media and sport entity have ONGOING, TWO-WAY COMMUNICATION

        • BUILD TRUST AND GOODWILL

      • BUILDS MUTUALLY FAVORABLE

        • Both parties must get something out it

    • PROACTIVE

      • Consider POSITIVE MESSAGES the company wants to send

    • REACTIVE

      • Consider potentially NEGATIVE NEWS and establish how the company will respond


    You do2
    “YOU DO” activities

    Individually, you will RESEARCH and WRITE an Essay about

    CREATING POSITIVE MEDIA RELATIONSHIPS

    • ESSAY CRITERIA:

      • 5-7 Paragraphs

      • Typed

      • Address WHY IT IS IMPORTANT TO HAVE POSITIVE RELATIONSHIPS with media if you are a sports organization

      • List and discuss in detail the THREE TYPES of media relationships

      • ARGUE WHICH TYPE OF RELATIONSHIP you think is the best to have with the media and why


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