Chapter 14 is titled “News Releases, Media Alerts, and Pitch Letters.”
What is the most common tactic used in Public Relations?
The Publicity Insider gives great step-by-step instuctions for writing press releases.
News Releases must be:
- written in journalistic style (concise)
Sometimes a photo is included with a press release. These photos are called publicity photos. These help add appeal to a story.
A mat release is similar to a press release. These implement a lead with a message, rather than the “meat” of a story. Some examples of stories that may implement a mat release are home and garden, automotive, and food or cooking stories.
A media or press kit, are usually prepared for many events an organization may have. An example Professor Nixon gave in class was when the Georgia Southern football season opens. The kit will contain a traditional story, a fact sheet, a feature story, and possibly photos.
A pitch letter is how an employer “pitches” an idea for a story for his or her client. Creativity and research add up to a good pitch.
The tangible tools PR practitioners use can be distributed in five ways:
- Electronic Wire Services
- Web Pressrooms
All information is based off of the content from Public Relations: Strategies and Tactics (9th ed.) by Dennis L. Wilcox and Glen T. Cameron.