You have to attribute…
Mega corporation expects HSHM to become the biggest video game success since Halo, said
Ageration.
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?
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 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
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
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
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!
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
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
Bring food for next week!
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