Written documents in PR

1. Preparation of written information

*Information for mass media-.

Getting to the editorial page: 1)letter to the editor

**2) op-ed articles (opposite the editorial page). Op-ed articles

2. Press release

Press release is a document ready for publication and aimed at free information dissemination. PR role is to come up with the reporters’ and editors’ ideas. It is very important to send it to the right reporters and to find out their preferences: what kind of press release receiving they prefer (e-mail, regular mail, fax)

Press release format: paper A4 (8,5-11 inch)

Upper left corner- sender

Below- “ For immediate release” or “ To be published on….” (this remark is called ”embargo”)

Below- 5 cm white space for editing.

Press release content. To escape the round file, PR specialist should follow these requirements:

***1.

2.

3. avoid hype.

4. avoid special terms

5. avoid non- meaning words and phrases

6. avoid mistakes, check spelling and grammar. It is a good practice to ask a customer to sigh press release.

Style of press release- overturned pyramid:

Lead (very important information)

Less important information

Some details

# # #

Press release dissemination. Press releases should be sent into mass media in time and effectively. There are 2 ways of dissemination: macrodistribution – to send to as many reporters as possible; microdistribution - to send to a selected target audience.

Methods of dissemination: by mail, fax, e-mail. Regular mail is the cheapest and most spread but not contemporary. Big companies hire special firms- distributors.

3. Media advisors

There are various types of media advisories: information, pitch-letter, press- kit, bulletin, fact sheets and others.

Pitch- letter. Writing a pitch- letter is a fine art and an important key to media coverage. As its goal is to draw attention, it should be bright, unusual to catch an editor’s eyesight from the enticing lead and then to get to the point as soon as possible. It may also include all needed statistics, quotes, photos, etc.

****1)

2)

3)

***** The feature

The case history -

*By- liner

**Press –kit

Press- kits are often criticized by mass media for many things:

*** Fact sheets

****Organizational fact

Event fact sheets.

Fact sheets are often included in press kits.

*Position Paper –

Position Paper may be included in press kits or sent to media.

**Backgrounders.

Glossary

Round file- корзина(электронная.)

Hype- преувеличение

Press-kit- пресс-подборка

Pitch- letter- рекламно-информационное.письмо

Enticing lead- увлекательное начало

Fact sheets- краткая информация о событии(объективка)

Media advisories- рассылаемая информация, носящая рекомендательный характер

Backgrounders- информация, подтверждающая значимость материала

Дата добавления: 2015-11-14