-be able to write

-forget everything english class taught you

-wallstreet journal

-sports illustrated

-used for newspaper/publication writing only

-answers who what where when why and sometimes how

-begins with summary lead

-descends with details of importance concerning the topic

-more the selection and organization of facts then it is creative writing.

-'hard lead'

-simple sentences

-active voice

-22-25 word maximum

-'soft lead'

-simple sentences

-active voice

-paints picture for reader

-18-20 word maximum

-first 2-3 words thrown out

-the 'what' is usually most important

-put what is most important first

-remember who your audience is, target them specifically

-standard form

-black ink normally, maybe light beige or grey for comany purposes

-identification

-letterhead

-good so reporter can ask questions and reach you

-release date (embargo date)

-good margins and length (1 page is ideal)

-short paragraphs

-better for reporter

-more likely to be published

-if you really want it run, go and talk to the reporter in person

-code words for reporter/publisher

- "-more-" means more pages

- ### or -30- means THE END

-not proof read

-have errors and grammar and punctuation will make you look unprofessional

-tells about your company

-either bullet points or paragaphs

-second most important after news release

-straight bio

-straight forward in descending order of improtance

-narrative bio

-more informal

-gives spark and vitality

-doubles as a speech of introduction when individual is a featured speaker

-tell rest of story

-how company got to this point

-embellish the announcement

-writer has unlimited latitude

-as long as it catches the reader

-sometimes very long

-here you DO write like you did in english class

-study of a particular event

-frequently used to tell about a customers favorable use of service.

-present problem experienced by one company

-indicate how dimensions of problem were defined

-indicate solution

-explain advantages of solution

-detail companys experience after solution.

-written by one person, but someone elses name on it.

-because CEOs and other higher up job titles are too busy and want their names out in publication.

-will tell writer his views, who will then construct the work

-not very common

-makes sense out of how a company got where it is

-tells and explains to someone why a story should be covered

 -it IS the sales letter

-best are direct

-open with grabber

-explain why they should be interested

-personally addressed to specific people

-a summary of many companies within an industry

-GM instead of ford

-bullets of the most relevant info

-intrigue journalist

-discussed quickly and are easily accessible

position paper of media kit

-where company stands on issue, and why

-write about how to solve a problem before the problem actually occurs

-hold where it best suits the media unless the place is what the conference is about

-keep in mind of deadlines, not too far away and not too soon

-if the event can be done in a simpler way (news release) do that instead of a news conference

-major events only

-in general, do not use them

-it appears you are choosing a favorite reporter or news team

-exception: news of limited interest which would normally not get coverage may get coverage if given an exlcusive

-if you must, rotate the exclusives among the media to avoid playing favorites

-in general, DO NOT.

-if you do, establish rules and offer reporter something in return

-reporter may try to trick you

-often used in military

-announce new product or development

-after the lead, spokesperson is quoted for additional info

-type of news release

-when management changes

-penetrating public publications is easy once angle is identified

-but achieving publication in national newspaper is much harder

-its the importance or uniqueness of individual or company which should be emphasized for national newspapers

-local or unique angle important

-granddaddy of PR

-most pr professionals swear by it.

-what an organization is doing.

-most clear and persuasive way

-to influence a publication to write favorably about material discussed

-most important PR vechicle

- "practitioners may not want to do additional work that localization requires."

-thought most news releases are written more complicated and difficult to read than are most news paper stories.

- "this could be the result of pressure from admin as they review and critique press releases"

-suggests five requisites for news release

-impact

-oddity

-conflict

-known principal

-proximity

-impact

-how announcement effects organization, society, community

-oddity

-unusual occurance or milestone

-conflict

-significant controversy

-known principal

-greater the title of the indivual, greater the chance of the release being used

-proximity

-how localized or timely it is, in reference to news of the day

PIOCK

-began as process of taking data related to hazards and presenting them to audience

-perception is reality

-define the possible risk(s)

-describe actions that make create risk

-identify cause of risk

-demonstate responsible management action

-either..

-say nothing

-say as little as possible as quietly as possible

-cite privacy laws or sensitivity

-deny guilt and act indifnant that changes should have been made

-share the blame

-PR experts share a completely different belief about talking about a crisis

-tell it all and tell it all fast

-terminate crisis

-limit damage

-restore credibility

-also known as release date in news release

..on the space available

-may be good for you to suggest one when submitting a paper for publication

-dean of college

-accidently given AIDS-tainted blood and him and his wife died from it.

-perfect example of crisis

-emergency can be fixed

-shock

-anger

-siege mentality

-circle wagon

-adjustment

-adaptation

-fire

-explosion

-product tampering

-lawsuits

-environmental

-product defects

-terroism

-print writing

-because many organizations rely on news releases and other vehicles in comparison to limited availability of cable

-internet serves as residual target for print publicity

..objectivity

-reporter wants the story whether its bad or good

-organizations want the story presented in the best way possible

-online news journalist

-his most important story led to clinton's impeachment

-first, organization must establish a formal media relations policy

-second, organization must establish a philosophy for dealing with media

-trying to place positive publicity in a periodical

-converting publicity to news

-the associated press

-supply newspaper clippings on any subject, about any company

-burrellesluce is the largest

-there are also web ones, which track hits for customer names across web

-distribute video tapes

-checking messages on client companies

-monitoring TV and radio

-outside company that help distribute releases and other matierals

-leads about journalists

-more sophisticated analysis supplied by firms

-use computers to find positive and negative mentions about certain companies

-helps obtain clearer idea of their portrayal in media

-battle against bad writing

-according to him ..

-anyone can be a writer

-people who write how they talk write the best

-key of good writing is getting to the point

-feeling of hopelessness after a crisis

-people will often retreat into homes for long periods of times (cacooning)

-scoop: breaking the story before any other station

-trend: breaking a story of an emerging trend in the industry