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PR Quiz 3

Quiz 3 content covering sections 2N-2Q

TermDefinition
Purpose of Digital Newsrooms Digital newsrooms and media kits are storehouses of information for journalists, bloggers and others seeking information.
What is a digital newsroom? An organization's web-based repository of news releases, reports, videos, fact sheets, biographies and histories, links to org media coverage, info for investors, contact info and more.
Audience of a digital newsroom/media kit Journalists, bloggers, and others seeking information.
Digital newsrooms are... websites.
What is a media kit? An expanded news release. They contain at least one news release and other documents such as backgrounders and fact sheets.
What is the purpose of a media kit? To deliver more info than a news release alone could supply; ex: tv shows often prepare media kits about upcoming tv seasons.
Media kits can exist as... An email news release with links to other sources, as online documents in a digital newsroom, on paper or as documents on a flash drive, something on the web
Media kits are often called... Press kits, which no longer seems appropriate. The term media kit also describes a packet of info that a medium such as a magazine prepares for advertisers. (media kit covers more media, like radio and TV.)
Key to success of digital newsrooms and media kits: Supply newsworthy, timely information with significant amounts of background documentation, including multimedia materials.
Format of digital newsrooms Well-organized with highly visible navigation menus that lead visitors to categories. Each category exists as a table of contents
Format of media kits Any format that gathers and organizes a small number of documents; they can exist as enhanced news releases, paper folders with documents, flash drives (USB), email news releases
Content and organization of digital newsrooms They are highly compartmentalized and organized into specific categories such as org overview, news releases, photos and images, videos, blogs, org profiles, etc.
Content and organization of media kits Must contain at least one news release. Other traditional documents include backgrounders, fact sheets and photo opportunity advisories, photos or images.
Digital newsrooms and media kits tips part one: 1. Monitor (review your org's newsroom for flawed links; update frequently 2. Compare: study other org's digital newsrooms 3. Include samples: consider including samples or novelties in paper media kits (maybe product sample w/ org name)
Digital newsrooms and media kits tips part two: 4. Lead with the news in media kits. Place the news release on the right-hand side of the folder. Do not bury the news release.
5. Write captions for photos in newsrooms/media kits: Often called cutlines; the 1st sentence is in present tense. It acknowledges the scene in a photo but tells the viewer something more and it does not include a "when." The "when" appears in the second, past tense sentence.
Purpose of backgrounders To supplement a news release. It does not contain info that should be in the news release. The news release is complete without the backgrounder. They provide extra, relevant info.
Audience of backgrounders Journalists, bloggers, or others seeking relevant information
Media of backgrounders A backgrounder can be a link in an email news release, a document in an org's newsroom or a document in a paper media kit (paper/PDF). Can also appear in "About Us" website section
Key to success with backgrounders They are not news releases; they do not have news leads or news headlines. They supply interesting, relevant bg information.
Format of backgrounders The headings for digital/PDF/paper are similar to email and PDF. Email/digital, paper/PDF. Labeled "backgrounder" in large type. They are *rarely* distributed by email unless requested by a journalist.
PDF/paper backgrounders: Singled spaced, if more than one page, type -more- or -over- at the bottom of each page; on 2nd page, include a "slug" (condensed version of the headline). After the last line, type -30- or -###-. Normally no more than 2 pages.
Content and organization of backgrounders part one: - not news stories - do not have a news headline - do not have a news lead (who, what, when, etc.) - sound like encyclopedia entries
Content and organization of backgrounders part two: -if a history/bio, begin in present, then to beginning of the story and work back up to the present (moves in chronological order) -should not contain news release info -begins with a defining sentence -has an objective tone
Backgrounders are... rarely published. Journalists may use them to ensure that they understand the news release, or pull a paragraph or two to insert into a news release.
Purpose of fact sheets To provide a who, what, when, where, why, and how breakdown of the news release in a media kit. They are not written as newspaper stories; lists only facts
Audience of fact sheets Journalists and bloggers.
Media of fact sheets Paper documents in traditional media kits, digital newsroom document, paper/PDF.
Key to success of fact sheets Must be so complete that a journalist could write a short news story--often called a news brief--using only the fact sheet.
Format and design of fact sheets Rarely exist in email format; often PDF/paper or digital. Has "Fact Sheet" in large type. Has a newspaper-style headline. They are single-spaced, with double-spacing between paragraphs.
Fact sheets are... not meant for publication and only sent by email if requested or when sent as a media advisory.
Fact sheet length They should be kept to one page; after the last line, space down 2 lines and type -30- or -###-
Content and organization of fact sheets part one: 1. Has a news headline (same headline as news release) 2. Organized in what, who, when, where, how, why entries 3. Covers just the facts; has an objective tone
Content and organization of fact sheets part two: 4. Everything in a fact sheet should be in a news release 5. The reverse is not true; not everything in news release needs to be in the fact sheet
Some fact sheets... Function as backgrounders. They... 1. no summary of news release 2. data sheets/bg facts 3. not written as stories 4. backgrounder-style headline
Purpose of photo opportunity advisories Designed to attract photographers and videographers to an event you're publicizing
Audience of photo opportunity advisories News photographers, journalists, and bloggers
Medium of photo opportunity advisories Can be part of media kits; can be distributed via email and announced via social media, or as PDFs in digital newsrooms
Key to success of photo opportunity advisories Must move quickly to a detailed, prominent, engaging description of a forthcoming visual event
Format of photo opportunity advisories Heading is "Photo Opportunity" in large letters for paper/PDF. Subject line may be "Photo Op" if an email. Single-spaced with double-spacing between paragraphs. They are not meant for publication.
Format of photo opportunity advisories continued... They often open with a descriptive, promotional paragraph. They are similar to fact sheets and media advisories (who, what, when, where, why and how, and ends with -30- or -###-)
Content and organization of photo opportunity advisory 1. Have a promotional opening paragraph 2. Who, what, when, where, why, how organization 3. Can include links to maps (where the event is) 4. Has a "how" section including lighting and electrical info available for photographers
Photo opportunity advisory tips 1. Cover it yourself: Photograph/film the event yourself; post them online and be ready to share w/ journalists 2. Follow up: After a newsworthy, photogenic event, consider posting a multimedia news release with links to your photos/videos
Created by: FaithMcBaith
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