1
The News Media and PR Practitioners

• Chapter 19

2
Defining Public Relations

• Public relations helps an organization and its
  publics mutually adapt to each other. (PRSA)
• Public relations is planned and continuous
  communication designed to project a positive
  image about an organization, an issue or a
  product to the public
• Unlike advertising, which is paid promotion, PR
  often uses the news media as a means to promote
  an organization or product

3
PR versus Journalism

• PR practitioners and reporters cross paths almost
  daily
• PR people want to get their clients name in the
  news without having to pay for the publicity, so
  the practitioners allegiance is to the client
• The reporters objective is to inform readers or
  viewers, so the reporter judges a news release on
  its value to the public
• So it is important that PR pros think and write
  like reporters to write news releases that are
  both newsworthy and conform to news style
• News releases should look and sound as though
  they were written by reporters

4
Rejected News Releases

• Too long
• Not newsworthy
• Poorly written
• Fail to provide important information
• Have not been localized

• Arrive too late
• Are sent (mail, email or fax) to the wrong person
• They are written more for PR clients than for the
  public

5
Successful News Releases

• Are timely in content and are sent to the media
  on time
• Cover journalisms five Ws
• Are well written
• Have localized information
• Provide visuals
• Include a link to a website
• List a contact person

6
News Release Format

• Releases should follow a standard format so an
  editor can quickly determine who sent it and what
  it is about
• Include the complete address of the organization
  sending the release in the upper left corner of
  the page
• Provide the name, phone numbers and email address
  of a contact person the editor or reporter can
  contact in case of questions
• A release date should appear just below the
  address block
• There should be a headline that concisely sums up
  newsworthiness and/or timeliness
• Body of release should be written in short
  paragraphs two or three sentences per graf
  think inverted pyramid
• If the release runs more than one page, put
  more at bottom of page
• At the end of the release, type end or 30 or
  
• Include For more information, contact with
  phone number and email address at end of text or
  in space after your end sign

7
The Journalists Perspective on News Releases

• Newspapers and TV stations are besieged by
  individuals and organizations seeking publicity
• For most news organizations, releases are an
  important and convenient source of information
  and story ideas
• Reporters handle news releases as they would any
  other type of story
• They seek to identify a central point
• They then critically examine the information in
  the release for clarity, conciseness and
  objectivity
• Some releases may not have any news in them, or
  may be excessive with clichés, jargon, hype, and
  puffery
• Editors may discard as many as 100 news releases
  for every three or four they accept
• Editors usually do not use news releases as
  submitted
• Instead they have reporters rewrite them,
  confirming the information and possibly adding to
  them with fresh quotes and additional facts.
  Editors also use releases as a source of ideas.

8
Problems with News Releases

• Lack of newsworthiness limited interest
  contrived events
• Lack of objectivity more an advertisement hype,
  exaggeration and puffery telling the public what
  to do
• Other problems stating the obvious absence of
  solid facts one-sided stories (reporters need to
  get other side) using the media
• See Checklist for PR Practitioners and Checklist
  for Handling News Releases on pages 523-4