4.03 WRITE A PRESS RELEASE PRESS RELEASE. PURPOSES of PRESS RELEASES. STEPS to WRITING A PRESS RELEASE. INFORMATION in PRESS RELEASES 4/22/2013

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1 4.03 Utilize publicity to inform stakeholders of business activities WRITE A PRESS RELEASE PRESS RELEASE FACTUAL ANNOUNCEMENTS SENT TO THE MEDIATO 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? 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 Public Relations Department INFORMATION in PRESS RELEASES STEPS to WRITING A PRESS RELEASE HARD COPY Information that should be announced IMMEDIATELY Public will want to know about it right away SOFT COPY Information that DOES NOT need to be announced immediately PublicWILL NOT CARE if they hear about it now or later 1. PREPARE List the most important facts Identify which media to use 2. PUT IMPORTANT INFORMATION FIRST Inverted Pyramid Approach Who, What, When, Where, Why, How 3. STICK TO THE FACTS AVOID USING OPINIONS or EMOTIONS 1

2 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 You Do Write a Press Release for one of the following using the format on the 4.03 Handout: Mallard Creek High School Team going to States Band is having a concert in Charlotte NFL Team is going to the Superbowl NBA Team is being purchased by (professional athlete) is injured for the rest of the season (corporate sponsor) is dropping sponsorship with (NASCAR Driver) 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 Typed ARRANGE INFORMATION APPROPIRATELY: 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- ) NEWSLETTERS DEVELOP A NEWSLETTER 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 2

3 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 1. RESEARCH Look at other newsletters for ideas 2.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 ( or print)? 3.Design a FORMAT Number of columns/pictures/articles per page Colors and Font Types 4. SELECT PEOPLE to write articles to submit 5.Create submission DEADLINE 6.EDIT 7.DISTRIBUTE MEDIA GUIDES DEVELOP A MEDIA GUIDE 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 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? EXPLAIN MEDIA RELATIONS 3

4 MEDIA RELATIONS and SPORTS PUBLIC RELATIONS vs. MEDIA RELATIONS MEDIA: keeps us informed, entertained and enlightened of SPORTING EVENTS SPORTS Provides MEDIA with news and events which attracts public interest PUBLIC RELATIONS Communicating with ALL the many people an organization may have a relationship with Employees Customers Fans Communities MEDIA MEDIA RELATIONS Interaction with the MEDIA. Reporters Journalists Editors Print Media Electronic Media Online Media to communicate organization s newsworthy information 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 POSITIVE EFFECTS MONEY Media companies pay for the rights to show a sporting event Sports shown on the TV generate sponsorships ROLE MODELS Endorsements of famous athletes INSPIRATION Encourage people to get involved COACHING AID Watching games on TV can provide guidance to athletes, coaches or teams NEGATIVE EFFECTS BIAS Onlyreally popular sports get much attention LACK OF ATTENDANCE Games shown on TV-ticket sales often drop ATTENTION Attention paid to pro athlete private lives more than sport DEMANDS Mediacoverage impacts games (timing, commercials, etc.) MEDIA RELATIONS and CRISIS Athletes have become CELEBRITIESbecause of increased MEDIA COVERAGE Their PERSONAL LIVES are covered by the Media CULTIVATE MEDIA RELATIONSHIP Must OVERCOME NEGATIVE PUBLICITY Ex: After criticism for being overpaid, a pro-athlete became a volunteer spokesperson for Special Olympics 4

5 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 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 5