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Delivering Your Message. Means Should Match the Message and the Target Audience. Technology. The internet has only been available to the public for a little over a decade, yet it has revolutionized the way we communicate and conduct business.

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delivering your message

Delivering Your Message

Means Should Match the Message and the Target Audience


The internet has only been available to the public for a little over a decade, yet it has revolutionized the way we communicate and conduct business.

The web impacts our political, economic, social and cultural life -- at least in Western countries.


Is there a digital divide?

Over 300 million people use the World Wide Web -- globally.

But 91 percent of Internet users come from 19 percent of the world’s population.


However, the Internet is the most rapidly growing means of receiving news releases, story ideas, audio and video files from public relations sources.

It’s also the primary means of reaching an audience for your product, service or organization.

  • Fiber optic cable (very thin strands of glass) increases the volume and speed of transmitting data. A 500-page novel can be transmitted in just over two seconds.
  • Digital transmissions improve the quality of television. Sounds and pictures are broken into electronic codes before they are sent -- they are reconstructed once they reach their destination.
  • Wireless transmissions allow accessibility to cell phone technology and the Internet from almost anywhere.

New Opportunities for Public Relations efforts:

  • Internet: web pages, video, podcasting, chat rooms, webcasting, emails
  • Cell Phones: text messaging, alerts

Reality of the Internet:

  • Reach is worldwide (reactions may come from unexpected places)
  • Content is virtually uncontrolled. There is no traditional media gatekeeper to control the spread of rumor, innuendo and just plain lies.
  • Tracking usage is easier.

Websites can be very effective public relations tools.

  • Should be easy to use and navigate
  • Well designed and reflective of company’s image and message
  • Up-to-date
  • Provide contact information
news releases
News Releases

Public relations experts have traditionally used news or press releases to alert the media of new, interesting or important information.

The media relies on news releases since most media organizations spend their money on “talent,” not news-gathering. Most reporters spend their time processing information, not gathering it.

news releases1
News Releases

Public relations people are often considered “unpaid” reporters.

News releases are judged on their newsworthiness, timeliness, interest to readers and other traditional news values.

Media outlets are under no obligation to use the information provided. However, a news release that provides valuable, newsworthy information is more likely to be used.

news releases2
News Releases
  • Traditional News Releases
    • Sent electronically (email/fax)
    • Through the mail
news releases3
News Releases
  • Up-to-date media list
  • Key message of news release
  • Who is the primary audience?
  • What does the target audience gain?
  • What’s the objective (increase sales, enhance the company’s reputation, increase attendance)?
successful news releases
Successful News Releases
  • Topical
  • Relevant
  • Turthful
  • Well-written
  • Appropriate
  • Follow AP style (AP stylebook)
media advisories
Media Advisories

Short news releases/bulletins to let the media know of opportunities or events that they might want to cover

  • Company employee featured or honored by organization
  • Local contest
  • Visiting dignitary
media kits
Media Kits

Provide information and resources for reporter or news organization to make the reporter’s job easier

pitch letters
Pitch Letters

Correspondence to targeted media members “suggesting” coverage

  • Most organizations publish newsletters on a regular basis
    • Distributed by email or mail

Provide information about an organization, product or service

Often targeted to specific group

video news releases
Video News Releases

Many companies produce video news releases to send to television news organizations or programs.

These productions resemble a news story and are often run on stations with no credit to the producer of the spot.

promotional announcements
Promotional Announcements
  • Public Service Spots
  • Posters/Flyers/Billboards
media tours blitzes
Media Tours/Blitzes
  • Bringing the media to your organization
tv radio appearances
TV/Radio Appearances
  • Let local/national media know what your employees do
    • Experts in fields of education/health/business/sports/politics
    • Unique facilities/approach
product placement
Product Placement

Agreements to provide product in return for exposure

public appearances
Public Appearances
  • Speeches
  • Meet and greets
  • Events
corporate sponsorships events
Corporate Sponsorships/Events
  • Events that match your image/corporate mission