Chapter 15: Giving Speeches and Presentations

The most important thing I learned this week was….

A speaker talks to listeners, NOT at them.

  • When you are speaking…speak to inform, activate, persuade or celebrate.
  • When giving a speech be sure to include gestures, be enthusiastic and make eye contact with the audience.
  • Do not read off of your presentation. Know your information and speak clearly.

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Chapter 14: Writing e-mails, Memos and Proposals

A memo has five components:

  1. Date
  2. To
  3. From
  4. Subject
  5. Message
A letter can be used to carry any type of message that requires written record.

When sending an e-mail be sure to use manners and keep the messages that you send. Be SURE to send it to the person you are intending it to go to. Also, keep it short and sweet and to the point.

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Chapter Eleven: Getting Along with Journalists

I never realized how important it is to always give a ‘comment.’ When you say ‘no comment’ that fules hostility with the journalist.
A few ways to get along with jornalist are:
  • Get to know them and show that you are
  • Meet with a publication’s editorial board-good way to gain long-term relationships
  • If you need to set the record straight, be sure to begin with the reporter who wrote the story

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Chapter Ten: Distributing News to the Media

This weeks reading was about distributing news to the media. There are a few things that I found important…

  • Tip sheets are weekly newsletters that report on recent changes in news personnel and their new assignments
  • Media databases consist of the following things: names of publications and broadcast stations, mailing addresses, telephone and fax numbers, email addresses, and names of key editors and reporters.

The most common distribution channels used in public relations today are email, online newsrooms, electronic news wires, mat distribution companies, and photo placement firms.

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Chapter Nine: Writing for Radio and Television

This week I learned about how important is it to send your information to Radio and TV stations in a certain way….
Such as you must send a written Radio News Release to a news station instead of the regular news release or else they will have to edit it to fit the format that they use. Also, they are written with the time length as well as written in ALL CAPS.
There are two ways of creating an Audio News Release:
  1. Use an announcer along with a sound cite of a satisfied customer, celebrity, or company spokesperson
  2. Have someone with a good radio voice read the entire announcement

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Chapter Eight: Selecting Publicity Photos and Graphics

This week’s reading was about using photos and graphics in public relations.

A few things that I learned are:

  • Photo News Releases are photos with larger captions and the caption tells the entire story.
  • It is important that you take a good quality photo with good contrast and sharp detail so it can be reproduced well.
  • When taking pictures, action shots are important because there is something happening ‘right before the readers eyes’.

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Chapter Seven: Creating News Features and Op-Ed

A proposal should include 5 things:

  1. Tentative title of the article
  2. Subject and theme
  3. Significance
  4. Major points
  5. Description of photos and graphics available

Personality Profiles- usually written by journalists with a strong assist from PR personnel.  The Personnel sell the idea of a profile, make the executive available, provide background information and arrange photo shoots.

Op-Ed-present a variety of views on current new events, governmental policies, pending legislation, and social issues.

A feature should include:

  • extensive quotes
  • concrete examples
  • highly descriptive words
  • information presented in an entertaining way

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Chapter Six: Preparing Fact Sheets, Advisories, Media Kits, & Pitches

  • There are three kinds of fact sheets:
  1. A fact sheet about an upcoming event using boldface heading
  2. One-page sheet giving key facts about an organization
  3. A summary of a new product’s characteristics
The most common format for a media advisory uses short, bulleted items rather than long paragraphs.
  • EPKs are becoming more and more popular, but many editors prefer a printed media kit

The most important part of an e-mail pitch is the subject line.

Always remember to follow up with a pitch!

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Chapter Five: Writing the News Release

In this chapter I learned how to prepare a news release, how to form the content, and the different types of news releases.  Although I took Journalism, I never realized how many different types of news releases there are.

The five different types of news releases are:

  1. Announcements (occurrences like personnel appointments, promotions, and changes)
  2. Spot Announcements (are in order when things due to an outside action or influence)
  3. Reaction Stories (are used when an event or situation has an impact)
  4. Bad News (handle this by: confronting the news instead of suppressing it)
  5. Local News (used in the presence of a local angle-the most common)

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