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.
- 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.
- 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.
- 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.