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PR Midterm part 4
Content covering sections 2K and 2L
| Question | Answer |
|---|---|
| Media advisory | The purpose is to quickly deliver the who, what, when, where, why and how outline of a news story |
| A media advisory is appropriate in 2 situations: | 1. The news is extremely timely (breaking news) and you need to get info out quickly 2. You want to remind journalists of an important news release |
| The audience for a media advisory | Journalists are the audience; it also includes bloggers seeking relevant info to their audiences |
| Media of media advisory | They are sent via email, tweet, text and posts to digital newsrooms |
| Media advisory key to success | They should only outline timely news, be concise, and detailed. |
| Format/design of media advisory | Headings and contact info are the same as a news release; they include ### and are concise and single-spaced. They are short and to the point. They aren't meant for verbatim publication. |
| After the headings and headline, most media advisories arrange their information... | In what, who, when, where, why and how order. |
| Content and organization of media advisory | Similar to a fact sheet and the outline begins with the most important set of facts. Begins with a traditional news headline. The body begins with "what", then moves to the "who," etc. |
| A media advisory should be complete enough to... | persuade a journalist to attend an event, or so that a journalist could write a short news story from the media advisory alone. |
| Media advisory tips | 1. Don't overuse (never send a media advisory for routine stories that can be addressed by a news release) 2. Follow-up (bc media advisories are only for important news stories, make follow-up calls to recipients) |
| Pitch | A strategic message that attempts to persuade an individual journalist or blogger to write the story described in the pitch |
| A pitch promotes... | a "soft news" story idea rather than a "hard news" story idea. Don't use a pitch to replace an announcement news release |
| Pitches generally... | take less time to read than feature news releases; the story isn't written. A pitch is an exclusive offer sent to one particular journalist or blogger |
| The audience of a pitch is... | Usually one individual, usually a particular journalist or blogger because you are familiar with their work and know they'll do a good job on the story. |
| Media used to send pitches | Journalists prefer to receive pitches via email, but direct social media and phone calls/texts |
| Key to success for pitches | Subject line and the first sentence of an email pitch must hook the recipient; the opening sections should relate to an interesting, exclusive story |
| Format/design of pitches | Should include multimedia elements, like a photo and/or a link. For an email, begin with the report's name and a colon. Ex: Ms. Hardesty |
| Content and organization of pitches | The subject line must cut through the clutter; they often replace feature news releases and are easier to read; they offer journalists a sense of story ownership |
| Email subject line for pitches... | The subject line is important; call the journalist by name and the word "exclusive" should be used. Begin the email message with a salutation. The pitch follows a 4-part organization |
| Part one of pitch organization: | Start a fascinating story. Hook the journalist or blogger with the first paragraph, as if it is the lead of a story. The first section is generally one brief paragraph; be concise but specific (don't overdo it) |
| Part two of pitch organization: | State the purpose of the pitch; is a new paragraph; tell the recipient why you're writing and note why you're writing to him/her and not someone else. Continue to tell the story in this section and add a few good details. |
| Part three of pitch organization: | State the terms of your offer. A new paragraph that states you are offering this idea exclusively to the recipient. Specify a "deadline" to reply; offer help such as connections. Be diplomatic, don't suggest it can only be done on your terms. |
| Part four of pitch organization: | Describe what you hope will happen next. A new paragraph that notes when you'll write/contact the recipient again to see if they're interested; include your phone number. Thank the recipient for their time/consideration. |
| Follow-up/phone calls for pitches | Surveys show that journalists and bloggers will accept one follow-up call about a well-written, appropriate, exclusive pitch. Be sure to state your name, why you're calling, remind them of exclusivity, close with a thank you |
| Telephone pitches | Most journalists reject phone pitches; they work best when the recipient and pr practitioner know and trust each other. Journalists do not like cold calls (getting calls from someone they don't know.) |
| Procedure for telephone pitches | 1. Know the needs of the recipient and the medium 2. Know the daily deadline times of the recipient 3. Come right to the point; tell them it's exclusive 4. Be well-informed and ready to answer questions 5. Be ready to start the story asap |
| Should you be able to accept "no" for an answer when giving a telephone pitch? | yes; this is crucial to the procedure of offering a telephone pitch. |
| Pitch tips part one | 1. Proofread 2. Sell the story, not your client or org 3. Don't oversell the story, be realistic 4. Play fair; don't hide bad news or use old news 5. Be easy to find (include lots of contact info) |
| Pitch tips part two | 6. Time the pitch (early morning is the best time to email a pitch, and Mondays/tuesdays are the best days to send a pitch) 7. Be prepared (be ready to respond quickly if the journalist or blogger calls) 8. Follow relevant journalists |
Created by:
FaithMcBaith
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