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PR Final part 3

Includes content from section 2R and 2S

Newsletter/magazine story A narrative that delivers facts on an important subject to a large, well-defined audience. It can usually be read in one sitting and is designed either to inform or both. Some are published daily, but are mostly weekly or monthly
Newsletters/magazine stories rarely announce breaking news True; they are considered niche publications.
Niche publications... Target well-defined audiences whose members share a common interest; newsletters/magazines can target an org's employees, members of a profession, target/potential customers.
Newsletters and magazines exist as... Webpages and paper products; newsletters are often distributed as email messages with links, and many digital magazines email their table of contents, w links, to the interested recipients.
Key to success of newsletters and magazines Newsletters and magazine stories must quickly show readers why they'll benefit from reading the story; readers must quickly realize they'll learn useful info and that they may be entertained as they learned
Format/design of newsletters/magazine stories Usually formatted by a publication designer; submitted to an editor via a shared website or as a file attached to an email msg; at the top, include proposed title, subtitle and a byline (your name)
Format/design of newsletters/magazine stories part two: Single-space; use extra line of space between paragraphs, hit space bar only once after periods and other punctuation marks that end sentences; at the end type -30- or ###
Content and organization of newsletter stories Short and tightly constructed; fall into three categories: Straight news stories or announcements, feature stories, and hybrid stories
Straight news stories Begin with a headline that summarizes the story's main point; the lead includes a who, what, when, where, why and how; leads only include essential info; appears in inverted pyramid order; identical to announcement form of the news release
Feature Stories Inform but also entertain; headline teases readers, making them want to read the story; does not present all the most important, includes a "hook." You can include details creatively in a feature. Show, don't tell. Conclusion in feature is most important
Feature organizational strategies Longer ones begin w/ a lead; nut graf comes after the lead (tells full subject) what story is really about. A nut graf is sometimes called a "swing graf" bc it swings the lead into the focus of the story.
In short features, the nut graf is sometimes part of the lead paragraph or one of the first few sentences True; a 1st sentence or 2 hooks readers; the next sentence declares what the story is about.
The conclusion of a feature is normally just 1 or 2 paragraphs True; it is important and may be the most important and may be the most dramatic moment of a story; sum up the story, dramatically noting what it all means
7 organizational strategies for feature stories 1. The gold coin theory 2. The wall street journal style 1 3. The wall street journal style 2 4. The magazine personality profile 5. The epic poetry strategy 6. The bookend strategy 7. The theme strategy
The Gold Coin Theory Asks you to imagine that readers fear your story is an uninviting path; tempt your readers by dropping gold coins on the path; these are bits of entertainment, facts, visuals, something that makes readers laugh or cry etc.
The Wall Street Journal Style 1 A tightly focused anecdote; then comes a nut graf; more anecdotes lead to more information; often closes with a quotation or an anecdote that sums up the story's main point
The Wall Street Journal Style 2 Begin with snappy, one-sentence leads; the one sentence gets its own paragraph; the sentence does not explain the story; instead, it is mysterious. Immediately after the sentence comes the nut graf (focus on the story)
The Magazine Personality Profile Often begin with an anecdote to reel in readers; frequently the anecdote describes a crisis that becomes a turning point in the person's life; follows with nut graf; then relevant history the conclusion returns to the present
The Epic Poetry Strategy Begins in medias res (in the middle of things) usually at an exciting moment; then flashes back to the beginning of the hero's story, takes us back to the middle and then moves to a dramatic conclusion.
The Bookend Strategy The story begins with a strong, appropriate, compelling image that captures the readers interest; later closes with the same image but with a twist; image appears twice
The Theme Strategy Image is woven throughout the story, including the intro and conclusion. Also called an extended metaphor; works best with short features. Also resembles gold coin theory, but all elements are thematically related
Feature lead strategies: 1. A snappy, one sentence teaser 2. A short, fascinating anecdote 3. A fascinating quote 4. An impressive fact 5. A striking image 6. A though provoking question
Feature conclusion strategies Tight focused conclusion; return to the image/question/ or anecdote and put a twist on it. Sometimes the conclusion supplies the end of the anecdote. Conclusions are dramatic; may include most important fact, the "gold coin."
Hybrid Stories A compromise between the straight news story and the feature story; begins with a feature-like lead, then moves to a straight news lead (focus on who, what, when, where, why and how) becomes inverted pyramids after the lead.
Storytelling tips part 1 1. Stay on message 2. Do rigorous research 3. Study the competition 4. Deliver details 5. Get dramatic 6. Select attribution tense (present) 7. Transfer the techniques
Annual reports Enacted by Federal Securities and Exchange Commission; requires companies to feature recent financial info, year-to-year, comparison of financial figures, desc of org's upper lvl management and company goals
Disclosure law Companies rely heavily on annual reports to meet their legal obligation to disclose financial info; annual reports are serious, fact-laden documents
Audience for an annual report A company's stockholders; larger audience includes potential investors, investment analysts, financial journalists, employees, potential employees, and gov. regulators
Medium for an annual report Paper and downloadable PDFs, which often look like glossy magazines
Key to success of annual reports Reports should have a clear theme, not hide bad news, they should be specific and present info in a variety of ways, including charts, enlarged quotes, and photos with captions
Format/design of annual reports Concise description; have attractive cover, table of contents, sections w titles etc. (glossy like magazine.) Mandatory sections are in smaller type; long sections include internal headlines. Some submit a form 10-K (long business report w/out graphics)
Content and organization of annual reports Have five sections; should discuss org's strategies and performance (fulfilling goals, where the org is), discuss bad news openly. Unite into a theme/clear message (be on strategy) Cover title has org name plus the words "annual report."
Five sections of an annual report 1. Opening charts and graphs: Basic financial info 2. Message from the CEO 3. Longer section on the company 4. Management's analysis of financial data 5. Who's who in the company
Opening charts and graphs: Basic financial info Tables, bar graphs, pie charts etc. that are clearly labelled (just clear titles.) Usually one page; financial personnel and designer make the charts. Sometimes combined with the msg from CEO.
Message from the CEO Focuses on the achievements of the past year and thanks employees, stockholders and other groups that have helped the company work toward goals. CEO writes this and it should reflect their personality (how did company perform?) CEO signs like a letter
Longer section on the company Resembles a long feature story in a magazine; lively, engaging, well-organized, informative and specific. Use small inset articles (called sidebars) and charts/graphs to highlight the company. May include section on each brand in the company
Management's analysis of financial data Financial charts accompanied by long, technical explanations. Financial personnel usually prepare this section; confirm edits with company's legal and financial team. Complies with laws and financial guidelines.
Who's who in the company Closing info about the board of directors and other high-ranking company officials. Lists names and titles under photos; include info about how long ppl have been with the company, degrees, duties, or quotes.
Annual report tips: 1. Get started early - distributed at least 40 days b4 corporate annual meeting (evaluate previous report) 2. Promote--with caution - Use to promote org as good investment opportunity (stick to facts) 3. Select a design that enhances your work
A design should... Tell a story; a fascinating design increases interest and makes a message clear and accessible.
Created by: FaithMcBaith
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