Chapter 14- News Releases, Media Alerts, and Pitch Letters

Readings from: Public Relations- Strategies and Tactics

The News Release

  • Sent to journalists and editors for possible use in the news columns, and they are the source for a large percentage of articles that are published.
  • Must be accurate, informative, and written in journalistic style.

Publicity Photos

  • Often accompany news releases to make a story more appealing.
  • Photos must be high resolution and well composed.
  • Can be made more interesting by manipulating the camera angle and lighting and by showing scale and action.

Mat Releases

  • A form of a news release but primarily with a feature angle instead of hard news. They provide consumer information and tips in an objective manner with only a brief reference to the nonprofit or corporation that has distributed the information via a distribution firm.

Media Advisories and Fact Sheets

  • Let Journalists know about an upcoming event such as a news conference or photo or interview opportunities.
  • Fact sheets give the 5 w’s and H of an event in outline form.

Pitch Letters

  • Public relations personnel “pitch” journalists and editors with story ideas about their employer or client.
  • Such pitches can be letters, e-mails, or even telephone calls.
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Filed under COMM 2322, Reading Notes

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