One big thing to keep in mind with news releases

You have to attribute…

Mega corporation expects HSHM to become the biggest video game success since Halo, said

Ageration.

Few final things about PR

Who employs PR people?

Few final things about PR

Who employs PR people? #1 PR agencies

Few final things about PR

WPP: Burson Marsteller, Hill & Knowlton, Cohn & Wolfe

Omnicom: Fleischmann-Hilliard, Ketchum, Porter Novelli

Interpublic Group (IPG): Weber Shandwick, Golin Harris, DraftFCB

Biggest U.S. agencies

WPP: Burson Marsteller, Hill & Knowlton, Cohn & Wolfe

Omnicom: Fleischmann-Hilliard, Ketchum, Porter Novelli

Interpublic Group (IPG): Weber Shandwick, Golin Harris, DraftFCB

Independent agency Edelman has 4,120 employees and $600 million in annual revenues

Biggest U.S. agencies

Almost everyone: from private companies large and small, non-profits, sports organizations, government agencies, politicians, Hollywood, publishers… and even journalists

Who uses agencies?

Who employs PR people? #1 PR agencies Companies

Few final things about PR

Most multi-million dollar companies will have in-house PR people

Companies with in-house PR

Most multi-million dollar companies will have in-house PR people

Big corporations such as Apple, Exxon and Johnson & Johnson each employ hundreds

Companies with in-house PR

"If I only had two dollars left I would spend one dollar on PR."

Bill Gates: founder MSFT

"If your staff works enormously hard to create something they are proud of, it's foolish if you don't let the world know about it. Using yourself to get out and talk about it is a lot cheaper and more effective than a lot of advertising. In fact, if you do it correctly, it can beat advertising hands down and save tens of millions of dollars."

Richard Branson: founder Virgin Airlines

Who employs PR people? #1 PR agencies Companies Non-profits

Few final things about PR

United Way, Red Cross, big churches and denominations, cultural organizations (music, theater, dance, museums), advocacy groups (ACLU, unions) and a lot more

Found at local, state and national level

Non-profits with in-house PR

Who employs PR people? #1 PR agencies Companies Non-profits Sports organizations

Few final things about PR

All NBA, MLB, NFL, MLS, minor league teams, every college athletic program, WTA, ATP, PGA and so on

Sports PR

Who employs PR people? #1 PR agencies Companies Non-profits Sports organizations Government

Few final things about PR

All federal, state and most local agencies have PR people: too numerous to count

Government PR

Who employs PR people? #1 PR agencies Companies Non-profits Sports organizations Government Education

Few final things about PR

Every college and university has a swarm of PR people

Also found representing school boards and local districts and private primary schools

Education PR

Year in review32 weeks of journalism in

one hour

It’s a great skill to have Journalism is a big part of our daily lives You never know where it might take you Venezuela, France, Japan, China, Canada,

Brazil, Costa Rica, Belgium, Bermuda, U.K., Puerto Rico

You will be a better student by the end of this year... lead pipe cinch

It should be fun!

So why study journalism?

the profession of gathering, editing, and publishing news reports and related articles for newspapers, magazines, television, radio or on-line

Journalism:formal definitions

Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.

First Amendment

“Inasmuch as many have undertaken to compile a narrative of the things that have been accomplished among us, just as those who from the beginning were eyewitnesses and ministers of the word have delivered them to us, it seemed good to me also, having followed all things closely for some time past, to write an orderly account for you, most excellent Theophilus, that you may have certainty concerning the things you have been taught.”

Luke 1:1-4 (ESV)

Gutenberg printing press in 1440 1600: first weekly papers in Europe 1665: Oxford Gazette (later London Gazette), first true

English-language newspaper 1690: Publick Occurrences published in Boston; fails 1704: Boston News-Letter published; it makes it! 1729: Ben Franklin takes over The Pennsylvania

Gazette 1776: Declaration of Independence printed throughout

colonies Bill of Rights codifies freedom of press, first

established in Zenger case

History of journalism

Early 20th century: muckrakers 1920: first regular radio broadcast, CBS, NBC soon

form networks 1939: CBS and NBC begin regular television

broadcasts 1941: FDR declares war on Japan, carried live on

radio; Americans turn to radio for immediate WWII news

Television sales boom post-war; “big three” of ABC, CBS, NBC start to emphasize television news

1963: JFK assassinated, TV becomes place to go for immediate news

History of journalism: 20th century

Impact Impact Conflict Conflict Novelty Novelty Prominence Prominence Proximity Proximity

Timeliness Immediacy Emotions

TTS v IR

Most mainstream journalists contend they strive for objectivity... even at pubs such as Time, Newsweek, NY Times, Washington Post et. al

Objective = provable “Properly understood, objectivity provides

the method most likely to yield the best obtainable version of the truth.”

Which brings us to objectivity

Without great notes, you can’t write a great story

It all starts with a notebook Then your own system of note taking:

shorthand, organization, pen, fact organization, etc.

Learn to write while looking at subject; talk about one thing and write about another; give yourself time to catch up

Taking great notes

Rephrase questions if you don’t get what you want or it’s unclear

Ask follow-ups: How do you know that? Can you give me an example? What is the thought behind that?

Be flexible, follow the twists and turns Note the “color” facts

During interview, deux

Direct quote: Word-for-word what they said. Always starts with a quote mark and ends with quote mark

Usually ends with attribution: “It’s like running 90 miles an hours with your hair on fire,” said Bowers.

Types of quotes

Unless it’s a well known fact – the earth is round – you usually need an attribution

You have to indicate the source of most fact, all opinions and quotes

Must keep your own opinions out of story: i.e., you can’t say Mrs. B is a dynamo. Tom Pellegrino can say that and you can quote him

If you’re a reporter, somebody’s gotta say it

Summarize first, explain later Information is arranged from most

important to least important Best way of delivering “hard” news in all

media, from dead-tree newspapers to smart phones

69 percent of stories in papers use IP, as do most TV, radio and web stories

Traditional journalism starts with the Inverted Pyramid

You have to make hundreds of news judgments when you write a lead

You have to identify and rank the most newsworthy elements in each story

Sum it up, boil it down This takes practice but will pay off no

matter you do after high school Which brings us to....

And that’s where the fun begins!

Who What Where When Why How

Five Ws (and an H)

Collect all your facts Sum it up, boil it down Prioritize the five Ws (and an H) Rethink, revise, rewrite Is it clear? Is it active? Is it wordy? Is it compelling? Is it news??????

Writing great ledes

A featurette: generally odd or amusing nuggets

Comic relief from the hard news of the day Ledes are fun, designed to draw you in...

not inverted pyramid

Brites

Yes, journalism is a lot more than the IP... but it remains the foundation of journalism

If time, space and detail are available, we can use the techniques of narration and structures other than IP

Can be anything from a car wreck, a routine meeting or politics

Beyond the IP (inverted pyramid)

Schools: primary, school board, colleges Crime: courts, police, sheriff, gang violence Sports: baseball, individual teams, high

school, outdoors, football, weekend Politics: city, county, state, federal Business: real estate, manufacturing,

unions, marketing, advertising, finance, banking, retail

Typical journalist beats

Sports are the typically the most-viewed events on television: 111 million tuned for 2011 Super Bowl

Second most-popular section of newspapers What are the five most popular spectator

sports in the U.S.? Football, NASCAR, baseball, basketball, hockey

Most popular internationally?

Importance of sports News

Personality profile Human-interest Color story Backgrounder Trend story Reaction piece Flashback How-to Consumer advice Personal narrative

types of features

“Green” energy “Fast and furious” Unconstitutional “recess” appointments Selective enforcement of laws

President obama’s scandals

It’s your or your publication’s opinion Almost always on a newsworthy topic:

taxes, elections, politics, crime, social issues such as abortion, education

It’s clearly marked as opinion Take many of the things we’ve studied

about journalism and toss them out, especially objectivity

So what distinguishes editorials?

Criticism: “considered judgment of or discussion about the qualities of something, especially a creative work”

Study, evaluate and interpret Meaning, social context and significance of

the artist’s work Which means you have to be an expert in

the field in which you work More than just unloading on somebody

So you wanna be a critic

Still gotta get the facts... you are still a reporter, gather as much info as time allows

Work more in collaboration than at print Fewer defined beats... cover car wreck to

pet adoptions in one morning Much of the news is crime and tragedies: “if

it bleeds, it leads...” Not going to be an expert on any subject,

gotta be a super-quick learner

How to write for broadcast

It’s live! And you’re talking, without notes, directly into a camera

Images rule: “Talking head bad. Video good.”

You write to the video: lead with your strongest shots

Don’t overload with facts: let the pictures tell the story

Engage emotions Look the part

Television

Package: a complete story prepared by reporter usually combining sound bites, voice-overs and stand-ups

Reader: anchor reads a script while looking at camera; often over-the-shoulder graphic (OTS) identifies topic

Voice-over: when the anchor speaks over video

Terms

It’s brief Gotta gather as many facts and video as

time permits Use friendly, conversational tone Active voice Present tense Attribution before quotes

Writing a TV news script

Lessons from Gene Ross

Most of the laws limiting the absolute freedom of the press are related to libel

Libel: the damage to a person’s reputation caused by making the person an object of hatred, contempt or ridicule in the eyes of a substantial and respectable group

Dictionary def: “defamation by written or printed words, pictures, or in any form other than by spoken words or gestures”

So we’re pretty much free to print or broadcast anything, right?

“37 Jesus replied: “‘Love the Lord your God with all your heart and with all your soul and with all your mind.’[a] 38 This is the first and greatest commandment. 39 And the second is like it: ‘Love your neighbor as yourself.’”

Matthew 22:37-39 NIV

Christian ethics

“Public relations (PR) is the practice of managing the flow of information between an organization and its publics, using methods that don’t require a direct payment.”

Let’s go with this

Both begin with great writing Both require news judgment: I Can Never

Prepare Pancakes In England Both are generally taught in the same school at

the college level There is a lot of movement between journalism

and PR Both require you to gather information, distill it

and communicate it so your audience gets it Here’s the biggest difference: journalists serve

the “public” while PR serves a client

Why do we study PR as part of journalism?

News media relations Product publicity Crisis communications Financial communications Executive support and speechwriting Community relations Government affairs

The major PR areas

Start with a great headline: active, punchy, catchy… but watch bad puns

Write a compelling lede, as important in PR as in journalism

Be on the look-out for superlatives and sell them… first, largest, fastest, latest, et cetera

But don’t exaggerate or brag… or ever tell a whopper

Writing a news release

Company newsletters/magazines/videos Stage employee meetings Produce management conferences Ad hoc communications in event of big

news, crisis, emergencies Run United Way campaigns, blood drives,

fund raisers

Internal Communications

“He (Paul) lived there two whole years at his own expense and welcomed all who came to him, proclaiming the kingdom of God and teaching about the Lord Jesus Christ with all boldness and without hindrance.”

Acts 28:30-31

Make sure your blogs are updated, I’ll check them out this week

Final assignment, 5/8

Make sure your blogs are updated, I’ll check them out this week

Bring food for next week!

Final assignment, 5/8

We will have the Journalist Cage Match

Final assignment, 5/8

We will have the Journalist Cage Match Two teams answering questions about

journalism from the entire school year

Final assignment, 5/8

We will have the Journalist Cage Match Two teams answering questions about

journalism from the entire school year The winning team will receive the

prestigious Luke 1: 1-4 Cup… and appropriate indulgent treats

Final assignment, 5/8

Team Inverted Pyramid: Ian, Dylan, Ashlyn, Holton

The Teams

Team Inverted Pyramid: Ian, Dylan, Ashlyn, Holton

Team Voice Over: David, Miranda, Avery, Sarah

The Teams