Transcript Getting your news in the news final

Getting
your news
in the
news
Erin Hiro
Journalism Professor
The Telescope Adviser
Getting your news in the news
• Everyone needs to practice
Public Relations
▫ Make program, classes look
good
▫ Promote students
▫ Promote yourself
▫ Educate the community
Getting your news in the news
• Always asked: How do you
get your news in the news?
▫ www.The-Telescope.com
▫ Published biweekly
▫ Serves 30,000
Getting your news in the news
• Getting The Telescope in the
news
▫ Wrote a press release
▫ Award-winning
▫ Honored by city
Getting your news in the news
• Step 1: Evaluate your
information
63%
•63 percent prefer serious news
•24 percent prefer crime and celebrity news
24%
25%
84%
77%
58 %
• 25 percent prefer gov’t or political news
• 84 percent find news depressing
• 77 percent find news negative
• 58 percent find news sensational
Getting your news in the news
• Step 1: Evaluate your
information (cont.’)
Impact
Immediacy
Prominence
Proximity
Novelty
Getting your news in the news
• Step 2: Writing a press
release
▫ Your writing matters here
Getting your news in the news
Getting your news in the news
Step 2: Writing a press release (cont.’)
Well Written
Lists a contact person
Sent on time or early
Written like a news story
Start with the most important
information first
Include the 5 Ws and H
Getting your news in the news
Step 2: Writing a press release (cont.’)
Well Written
Localizes information
Provides visuals
Provides web link
Formatted properly
One page
Getting your news in the news
Step 2: Writing a press release (cont.’)
Poorly Written
Too long
Not newsworthy
Poorly written
Leaves out important
information
Getting your news in the news
Step 2: Writing a press release (cont.’)
Poorly Written
Not localized
Arrives too late
Sent to the wrong person
Written for clients and not
for the public
Getting your news in the news
Step 2: Writing a press release (cont.’)
• Example of a good press release
Getting your news in the news
Step 2: Writing a press release (cont.’)
• Example of a bad press release
FOR IMMEDIATE RELEASE — MAY 8, 2010
Rock Legend Dan Druff to Perform Benefit Concert for Earthquake Victims
“I really want to help those people. No one else seems to really give a crap about
them even though we live in the richest country in America.,” said Dan Druff, lead
singer of the Flakes, announcing plans to perform a benefit concert for the victims
of the earthquake in Haiti.
The Grammy-nominated star has a long history of such selfless activism. “Now
it’s time for our fans to do their part,” Druff said.
Getting your news in the news
Step 3: Send it out
Find
specific
person
Be
accessible
Follow up
with a
phone call
Getting your news in the news
Step 3: Local media information
The Telescope
•Editor: Belinda Callin
•[email protected]
•760-744-1140 ex 2450
The North County
Times
•Reporter Deborah
Brennan Sullivan
•DBrennan@nctime
s.com
•760-740-5420
The San Diego UnionTribune
•Reporter
Michelle Breier
•Michelle.Breier@
uniontrib.com
•(760) 752-6762
Getting your news in the news
• Two other resources:
• Palomar PIO’s office
• Erin Hiro
• 760-744-1150 ex 3762
• [email protected]
• Questions?