Chapter 14 Notes

Public Relations Strategies and Tactics by: Dennis L. Wilcox and Glen T. Cameron

Chapter 14

  • The press release has been around since Ivy Lee issued a news release in 1906 for the Pennsylvania Railroad.
  • It continues to be the most commonly used tactic in public relations.
  • When planning a news release it’s always good to ask yourself “What’s the key message?” ,” What does the target audience gain?”, etc.
  • In publicity photos there are a few things that you should be aware of and consider such as quality, subject matter, composition, action, scale, camera angle, lighting, and color.
  • Media alerts are basically the same things as media advisories.
  • Media kits are normally what is prepared for major events and product launches.
  • The basic contents of a media kit are: main news release, news feature of product, fact sheets, background info, photos, biography of spokesperson, and basic brochures.
  • There are five major methods for sending out information which are: first-class mail, fax, e-mail, electronic wire services, and Web-based newsroom.
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