News Releases, Media Alerts & Pitch Letters

November 17, 2010 Leave a comment

Reading Notes # 13 – COMM 2322

Chapter 14 in Public Relations: Strategies and Tactics talks about each document sperately, including some background information and definitions.

News Release – same is a Press release and is the most common tactic in the Public Relations industry.

When planning a news release, you have to ask yourself what the key message is, along with the primary audience.

Be descriptive and have a clearly stated summary in the beginning. Be particular about your information, double check all the information, and use 8.5 x 11 inch paper.

Publicity photos are  distributed as part of press kits by celebrities, corporations, candidates for political office, and others.

More people read photos than articles, so including these are key in publicity. Quality, lighting and color are all integral when including the pictures with media alerts and pitch letters.

Media kits are pre-packaged sets of promotional materials of a person, company, or organization distributed to members of the media for promotional use.

Included are the main news releases, a news feature, facts sheets, background information, photos and drawings (make sure to include captions), and brochures for the event.

Pitch letters are short letters to the editors to grab their attention.



Multicultural and Diverse Audiences

November 17, 2010 Leave a comment

Reading Notes #12 – COMM 2322

According to Public Relations: Strategies and Tactics, there are many diversities in our society.

Age Diversities

  • Importance nagging – appeals to parents’ desire to provide the best for their children.
  • Generation Y – people born after 1980.
  • Generation X – people born between 1965 and 1980.
  • Baby boomers – born 1946 and 1964 high rush of babies after World War II.

Global Audiences

  • Be culturally sensitive.
  • Russia is a cultural challenge – They have alot of black market.
  • Understand the cultural values and routines.

Matching Audience with the Media

  • Americans spend about 3,500 hours a year consuming media, in all forms.
  • Television and Radio is majority of consumed time.
  • Radio is the best for mobility.
  • Internet is good for fast breaking news.
  • Print media is effective when trying to retain and remember information.

How To Handle A Crisis

November 17, 2010 2 comments

Reading Notes #11 – COMM 2322

Public Relations: Strategies and Tactics dedicates chapter 10 to the process of dealing with a crisis and conflict management. This takes up a great portion of a Public Relations professional, even though it is not all they are responsible for.

Managing the amount of issues for your client, the better in some cases.

Strategic Conflict Management

  • Strategic – To achieve a specific goal.
  • Management – Dilibretely done in order to recieve an answer
  • Competition – Working for the same object, position, prize, as others
  • Conflict – sharp disagreements or opposition resulting in a direct overt threat of attack from another entity.

Internal Variables

  • general corporate characteristics
  • characteristics of public relations department
  • top management characteristics
  • internal threats

External Variables

  • external threats
  • industry-specific environment
  • general political/social environment
  • external public characteristics

The Conflict Management Life Cycle

  • Proactive Phase – the way people prevent conflicts from arising.
  • Strategic Phase – An emerging issue in the background that is identified as needing concerted action by the public relations professional.
  • Reactive Phase – An issue is unfolding currently and the public relation professional has to react and respond.
  • Recovery Phase – the aftermath of the crisis and the organization repairs its reputation in the eyes of key publics.

Crisis Management applies to natural disasters, accidents and terror attacks, along with other situations.

Important to handle the situation with poise and professionalism for the sake of the company or client.

  • Need to communicate to the public first
  • Take the responsibility for solving the problem
  • Be honest and do not obscure the facts
  • Never say, “No Comment.” Looks as if there is something the organization is hiding
  • Be accessible
  • Communicate with key publics
  • Provide a constant flow of information. When information is withheld the cover up becomes the story.
  • Designate a single spokesperson


Drea ! xoxo

10 Tips on News Releases

November 17, 2010 Leave a comment

TOW #13 – COMM 2322

The news release is also called a press release and is a written document for the purpose of distributing the information to mass media outlets. The newspapers and broadcast stations receive their information from the document, and appropriate it according to several issues. This is the way Public Relations agents can publish their clients and events. Time to write an effective news release.

1. The event or client information has to be newsworthy. This is going to be published in the newspaper and in magazines and it needs to be of interest and currently happening.

2. Answer the questions who, what, where, why, and when. This will give the reader a better understanding and the earlier in the news release, the better.

3. Be creative with the presentation of your words. Capture and hold the attention of your readers throughout the entire release, since more outlets will be interested in printing it for the public.

4. Editing is very important.

5. Keep it one page.

6. Provide as much contact information as possible.

7. Double check information.

8. Relax with the adjectives and extra verbiage.

9. Be the most effective in the beginning 10 words.

10. Localize when and if you can.

Drea ! xoxo

Communication During Crisis

November 17, 2010 1 comment

TOW #12 – COMM 2322

Based on the class lecture on Public Relations During Times of Crisis, crisis management is an integral part of the public relation professional’s duties. They are responsible for handling alot of important parts of their client’s affairs, but one that takes most time and effort is during crisis. During my PR applications class on November 11th, we discussed the fact that crisis is inevitable; but, the way a PR agent and department handles the situation will determine the outcome also.

There are four types of crisis in the public relations industry that will be identified. A meteor is a crisis that comes out of nowhere and it is a situation that has no precedent or warning. Then there is the predator crisis which is when one person is attempting to create problems and hurt the image of a company of person. A breakdown is the crisis that involves the person not doing what they should have or could have in a situation. The last crisis is lingering, this can be self-explanatory. It lingers past the issue and reflects poorly on the company, organization or person.


A crisis kit would include contact information on key spokesmen and officers, along with prepared statements. There should be a specific statement for each type of disaster, including natural disasters. This is an important part in the crisis management team because the quicker you release a company statement, the reduction in press attention is more extreme. The lesson is to always be prepared for anything to surprise your company or client, as a PR professional the crisis management needs to be thorough and extensive since this is the majority or responsibility.

Make sure to keep in mind that riding the storm will give the situation time to settle, it will pass over.

Drea ! xoxo

Southeastern Petition Letter

November 16, 2010 6 comments

PR Connection #15 – COMM 4333 and 2322

Graduating Seniors at Southeastern University and their families woke up Tuesday morning to an email that was heard across campus. Although in previous graduations, unlimited amount of students and families could attend the ceremony, this year each graduating student will be given 5 tickets. All students, parents and faculty were not pleased by this announcement because graduation should  not be limited to partial families or solely the immediate family. They also stated in the e-mail that a limited number of students can attend, also requiring a ticket. The reasoning for this mishap was a lack of direction from administration, causing them to wait til early November 2010 to try and secure the venue. They were already booked and it forced Southeastern to settle to a much smaller church. The student body feels that this is an unfair action just because of the university’s neglect and they should compensate by finding another venue, even if the cost is more. This is the least parents are expecting after their children attending this school and after spending $26-85,000. Southeastern received over 1,000 phone calls from all their critics, less than twelve hours later to the email. The University has now set up a e-mail for complaints and suggestions, and many of the students affected are coordinating a petition for no tickets. Please speak up, this is very important to all of the Seniors who have anticipated this special day. We all want to share this together with all our families and supporters present. Would love to hear your feedback on this issue… send a comment on this post (:

Drea ! xoxo


Drea ! xoxo

My Bags Are Packed

November 15, 2010 2 comments

PR Connections #14 – COMM 4333 and 2322

In my Public Relations Applications class, we traveled all around the world, learning how to conduct business in the other countries. Elijah Gil and I were assigned Mexico. We learned a lot about doing business in this South American country and heard about our classmates’ findings as well. It is always important to know about certain superstitions and conditions. For example, it is bad luck in Japan to say the word “four” therefore, that is great knowledge for a traveling business woman since I would most likely offend them. Here are some other Do’s and Dont’s we found when dealing with international communications.



  • Know spanish – the official language of the country.
  • Have patience – they will not be rigidly punctual since they put more emphasis on their personal obligations.
  • Leave afternoon as a second option – Mexicans prefer to do business between 10 a.m. and 1 p.m.
  • In Mexico, men shake hands – women offer hand for a polite kiss by a gentleman.

Drea ! xoxo