This chapter can be found in “Public Relations Strategies and Tactic,” the ninth edition, written by Dennis L. Wilcox and Glen T. Cameron.
These are the important points I read in Chapter 14 for my Introduction to Public Relations class.
- News releases are written by someone who wants to inform the public of an event, product, or company.
- These releases are sent to editors of news papers.
- This is the largest source that is published into a news paper.
- The key thing when writing a news release is to make sure the key message gets across.
- It is also important for the writer of a news release to reach the right audience.
- Publicity photos make news releases more interesting.
- The photos angle, lighting, and objects are important.
- A mat release is a news release but it has a featured angle.
- The featured angle can give tips or information on an object.
- A mat release is usually located in the food or travel section of the paper.
- Advisors let news papers know about events that are in the near future.
- Fact sheets are used to get the basic information.
- Media kits are folders that contain photos, releases, and all information about a company or product.
- E-kits are media kits put on a CD.
- The most costly thing about a media kit is the printing for it, so many journalists now put all their information on a CD.
- Pitch letters are ideas sent to editors on articles to write about.
- Publicity letters can be sent in five ways: mail, fax, e-mail, electronic wire services, and web pressrooms.