Deck 14: Writing News Releases

Question 1

Today, the news media present fewer opportunities for organizations to disseminate
their messages. Why?

Answer 1

Competition for media time and space is keen: newspapers give more space to advertising, TV news is relegated to a few short time blocks, many radio stations no longer have reporters, news articles are shorter and sound bites are briefer The media's concept of news has evolved, eliminating coverage of much of the routine activity of organizations.

Question 2

New journalistic venues have emerged for public relations writers with online publications and independent news sites. Explain how.

Answer 2

News-based writing has found new life through the Internet, where public relations writers bypass traditional media gatekeepers because they serve as their own publishers and broadcasters, becoming gatekeepers for their own online newsrooms Additionally, public relations writers post their information on blogs and social media sites But while the venues have changed, the importance of newsworthy news remains strong as ever .

Question 3

News is whatever the editor or news director says is news. Thus, the task of the public relations writer is to anticipate the gatekeeper's interests by providing information that holds news value for media audiences.

Answer 3

True

Question 4

Effective public relations practitioners use a systematic inventory of their organization's newsworthy activities. What activities are inventoried?

Question 5

What are ways to make news for your organization?

Question 6

The ideal relationship between journalists and public relations writers can best be described as symbiosis. What does that entail?

Question 7

News releases have some unique features that take them beyond basic news stories.
They are?

Question 8

The most common news releases are those providing advance information about a planned organizational activity.

Question 9

Be careful with response releases, by the way. Public relations practitioners have found that trying to deal with bad news through a news release just stirs things up. Better to ignore or sit on a problem until it goes away.

Question 10

Like their journalistic counterparts, public relations professionals are ethically bound not to create quotes, or even assist others to create quotes.

Question 11

Public relations practitioners have found that it's not worth the effort to try and localize news releases. Papers rewrite the releases anyway, and if there's a local angle, the paper will put it in the story.

Question 12

Good news releases follow the rules and patterns of journalistic writing. These are?

Question 13

What is a news brief and what does it force a public relations writer to do?

Question 14

What's a fact sheet?

Question 15

Identify and briefly describe the three styles of feature articles common to public
relations writers:

Question 16

Preparing events listings, the ultimate fill-in-the-blank assignment, begins with a clear understanding of what you have to announce and the appropriate media for your announcement.

Question 17

What is a media advisory?

Question 18

What elements are contained in a story idea memo?

Question 19

Most public relations professionals describe interviews as sparring matches with reporters and try to avoid them because there is no way to plan ahead for them.

Question 20

What are key strategies for the public relations practitioner or organization representative during an interview?

Question 21

A news conference is a good opportunity to carry out a special event, hold a photo opportunity, or conduct a panel discussion.

Question 22

News conferences are good because most reporters prefer to participate in group interviews. That way, they know what information the competition has and they won't get scooped.

Question 23

What are op-ed pieces?

Question 24

Letters to the editor are good vehicles for organizations wishing to provide their comments and viewpoints because editors use everything that is sent to them without editing.

Question 25

What are the key elements of effective letters to the editor?

Question 26

Letters to the editor may report information that was not reported by a newspaper or magazine but which the organization considers important for readers. Its tone should be harsh and the publication should be scolded for failing to report on the matter earlier. That way, the media will be more careful in its coverage in the future.

Question 27

While letters to the editor may seek to remedy inaccurate information or inappropriate interpretation of facts in previously reported stories, public relations practitioners first should ask if the issue warrants additional attention; maybe an issue is best left to fade away.

Question 28

Most organizations have developed an online newsroom. What is this, and what may be found there?

Question 29

While there are no guarantees in using the media as informational vehicles, good writing and presentation will increase the chances of your news release making the paper or the evening news.