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Questions to give the release direction and purpose: What is the key message? Who is the primary audience for the release? What does the target audience gain from the product
or service? What objective does the release serve? Is a news release the best format for the information?
Geared toward providing helpful consumer information/tips about a variety of subjects with only brief mention of the nonprofit or corporation Canned features Regular columns featuring an expert An entire color page layout that a
A pitch occurs when public relations practitioners and publicists contact editors to convince them about a newsworthy story idea
Variety of channels for a pitch Phone call Text E-mail Social media
Media queries
Guidelines for Pitching by E-mail
Use succinct subject lines Get to the point Keep the message brief Don’t include attachments Provide links when necessary Don’t sent “blast” e-mails Taylor your pitches Remove redundant recipients from database Allow editors to get off of your list Establish ongoing relationships
News releases, photos, media kits and other media materials can be distributed by five major methodsFirst-class mail Fax E-mailElectronic wire servicesOnline newsrooms
A news conference (press conference) allows for a quick, widespread dissemination of a persons comments and opinions to a number of reporters at the same time
Planning and conducting a new conference Public relations professionals must assess whether
the information can be distributed via a news release or media kit first
Online news conferences Can be cost-effective, have better attendance, and
have a greater impact
Tips for Organizing a News Conference
Select a convenient location Consider the date and time Distribute a media advisory Write a statement for the spokesperson
Help him or her to rehearse
Anticipate questions the press may ask Prepare a media kit Prepare visual materials as necessary Make advance arrangements for the room Arrive 30 to 60 minutes early