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Utilizing publicity to inform stakeholders of business activities. Unit 4 Objective 4.03. WRITE A PRESS RELEASE. PRESS RELEASE. FACTUAL ANNOUNCEMENTS SENT TO THE MEDIA TO BE USED AS NEWS ITEMS ON REGULAR BASIS WHO SENDS Press Releases?

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press release
PRESS RELEASE

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
  •  WHO CREATES Press Releases?
    • Public Relations Department
purposes of press releases
PURPOSES of PRESS RELEASES
  • Introduce NEW PRODUCTS
  • Keep the BUSINESS IN THE PUBLIC EYE
  • Position the BUSINESS’S IMAGE
  • Support good EMPLOYEE RELATIONS
  • Create good COMMUNITY RELATIONS
steps to writing a press release
STEPS to WRITING A 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 A PRESS RELEASE

4. Write CLEARLY and EASY TO UNDERSTAND

  • No complex words

5. Write in ACTIVE VOICE (Verbs)

6. EDIT Grammar and Spelling

  • If send with errors, CONTACT the media to give the correct information IMMEDIATELY
sending press release to media
SENDING PRESS RELEASE to MEDIA
  • OBTAIN MEDIA DEADLINES
    • Send Press Release CLOSE to deadline
  • NEED to CATCH THE EDITOR’S ATTENTION
    • THE EDITOR DECIDES WHETHER TO PUBLISH OR BROADCAST THE RELEASE
    • 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 PRESS RELEASES
  • Typed
  • ARRANGE INFORMATION APPROPIRATELY:
    • Company NAME/CONTACT Information
    • WHEN the release should be used
    • If a PHOTOGRAPH is enclosed
    • A HEADLINE for the release
    • The PLACE AND DATE of the news
    • The BODY of the release
    • End of the release (“-END-”)
quiz preview
Quiz Preview
  • #3 How can news releases help businesses better position their image?
      • There are no costs involved in preparing and issuing news releases
      • The public is more likely to believe news releases than advertising
      • Businesses can have news releases presented as often as needed
      • Businesses can use news releases to control public opinion of the business
  • #6 Should there ever be a limit on the number of news releases that is sent to the media?
      • No, sending a lot of releases ensures that some will be used
      • Yes, writing news releases takes up a lot of time
      • No, the media can use all the releases they get
      • Yes, the media only have room for so many releases
  • #8 What purpose does a cover letter serve when sending a news release for a specific product?
      • To describe to consumers the product’s features and benefits
      • To tell the public why they should buy the product
      • To explain the product to the public
      • To try to “sell” the news release to the media editor
unit 4 project part 2
Unit 4 Project Part 2
  • As the Marketing Coordinator of a NC Venue, it is your responsibility to inform local media of the upcoming event.
  • You are to create a Press/News Release to be sent to a local newspaper to advertise for the event.
    • In Microsoft Word type a Press Release using the “4.03 Press Release Guide” located in Unit 4. On the day of presentations you are to have your Press Release printed out. Also create a link to your document on Slide 3.
    • Slide 3: Press/News Release
      • Identify if it is Hard Copy or Soft Copy and explain why.
      • Identify which Media in the local Triad area will be running your Press Release
        • Example: Winston-Salem Journal, News Channel 14 “Local Events”, etc
  • Continue along with Unit 4 Project Part 1. Complete and submit to Edmodo by the end of class.
newsletters
NEWSLETTERS

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 NEWSLETTERS
  • “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 a 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
quiz preview1
Quiz Preview
  • #12 A local venue sends out a weekly newsletter and in last week’s edition an article regarding the new smoking policy was included. What was the purpose of the article?
      • To entertain
      • To educate
      • To persuade
      • To inspire
  • #15 Sport/event organizations develop and generate newsletters to
      • communicate with the public
      • notify the media
      • obtain feedback from sponsors
      • prepare for problems.
unit 4 project part 3
Unit 4 Project Part 3
  • As the Marketing Coordinator of a NC Venue, it is your responsibility to educate potential costumers about past and upcoming events.
  • You are to create a Newsletter to be sent to potential customers to advertise for your venue and its events.
    • Using either Microsoft Word or Scribus create a Newsletter. On the day of presentations you are to have your Newsletter printed out. Also create a link to your document on Slide 4.
    • Your Newsletter is to include pictures or graphics and describe a recent event at your venue and describe your upcoming event. Remember you are to highlight the most interesting aspects of both to create interest amongst potential customers.
    • Slide 4: Newsletter
      • Describe the recent event at your venue and preview the upcoming event.
      • Create a link to your Newsletter file.
  • Continue along with Unit 4 Project Part 2. Complete and submit to Edmodo by the end of class.
media guides
MEDIA GUIDES

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 a MEDIA GUIDE
  • BUDGET
    • How much will is 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?
quiz preview2
Quiz Preview
  • #5 What do sport/event planners often develop to encourage television and newspaper coverage?
      • Sales promotions
      • Local contests
      • Media guides
      • Creative themes
  • #16 What section of the media guide is designed to help TV/radio commentators say an athlete’s name correctly?
      • Alphabetical team roster
      • Quick facts
      • Pronunciation guide
      • Season prospectus
unit 4 project part 4
Unit 4 Project Part 4
  • As the Marketing Coordinator of a NC Venue, it is your responsibility to create interest amongst the media for your upcoming event.
  • You are to create a Media Guide to be sent to local Media.
    • Using Scribus create a Media Guide. On the day of presentations you are to have your Media Guide printed out. Also create a link to your document on Slide 5.
    • Your Media Guide is to include the following pages:
      • Page 1: Front Cover – Event logo, colorful, attractive, exciting
      • Page 2: Event participates (Ex: Jason Aldean, Flo Rida, Teams, Coaches/Players) – include pictures and titles
      • Page 3: Venue information – stadium name, size, parking, ammenities
      • Page 4: Ticket Prices, Ticket Packages, Seating Chart/Venue floor layout
      • Page 5: Local media coverage – newspaper, tv stations, etc.
      • Page 6: Back Cover – Full page of different advertisements by sponsors of the event
    • Slide 5: Media Guide
      • Briefly describe your Media Guide.
      • Create a link to your Media Guide file.
  • Continue along with Unit 4 Project Part 3. Complete and submit to Edmodo by the end of class.
media relations and sports
MEDIA RELATIONS and SPORTS
  • 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 REPRESENTATIVES
  • 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 and crisis
MEDIA RELATIONS and CRISIS
  • 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 MEDIA 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 of 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
quiz preview3
Quiz Preview
  • #10 Which of the following could be considered an aspect of positive media relationships?
      • Being aggressive
      • Being indifferent
      • Being accessible
      • Being passive
  • #14 Who does sports teams often communicate with in the media?
      • Columnists, photographers, and radio broadcasters
      • Photographers, auditors, and political correspondents
      • Sports analysts, accountants, and television-news reporters
      • Television-game broadcasters, columnists, and auditors
  • #17 What event allows sports reporters the opportunity to interview and mingle with players/coaches?
      • Homecoming parade
      • Media Day
      • Fan-appreciation day
      • All-star game
you do
“YOU DO”

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