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| fact sheets, background and position papers, pitches and proposals, news releases |
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| idea presented to a reporter or editor to sell them on a story |
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| useful tool for P.R. professional and the media; gives reporters and editors a snapshot of an organization, event, product, brand or political candidacy |
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provides objective historical information and insight concerning a topic
(in-depth backgrounders: political candidates; background and analysis of a public issue: lobbyist) |
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| documents that take a position on an issue then provides background info on it |
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| for people who normally would have to read a half dozen mainstream or industry publications to stay current on important current events would read a daily briefing (other form of backgrounder) |
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| document that summarizes the news |
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| news releases must contain: |
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Definition
a lead, a supporting paragraph, lively quotes, other details, supporting statistics and comments to tell a story
(promote or advance a person, product, a service or an idea) |
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| form of organization in which information generally presents from the most important to the least important facts |
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| release date, contact info, title, leading paragraph, body, boilerplate paragraph |
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| time and date before which a story should not be published; an attempt to control when a story breaks |
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| may contain information about the history, purpose and performance |
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| tell the story behind the story, explain more extensively and descriptively how and why things happen; elaborate on who, what, when where and how |
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| informative, persuasive, and entertaining |
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| clear, plain, and direct written language with specific purposes in mind |
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| campaign promoting an issue or idea; can operate as part of a strategy to persuade people to act in a particular way |
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| researching and understanding subjects thoroughly, offering facts and opinions from authoritative sources |
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| adress the opposing side's best arguments |
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| a way to end a persuasive appeal is to ask an audience to do something |
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| AP Style (Associated Press) |
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| provides a standard to follow for punctuation, abbreviation, capitalization, numerals, titles and other categories |
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| Flesh-Kincaid Readability statistics |
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Definition
average word length: 5 characters or less
average sentence length: 17 words or less
average paragraph: 2-3 sentences each
passive voice: 5% or less
reading level grade: 9th grade or less |
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| put readers on notice that a message is strictly and exclusively from them and that the sender prohibits forwarding the message--emphasizes the confidentiality of a document |
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individuals who control access.
journalists and their editors are media gatekeepers who decide when, whether, and how to use stories generated by P.R. professionals |
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| facts that are interesting, uncommon, or ordinary |
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| find a local angle to a national story and offer your client as a resource to be interviewed |
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