Reading Notes Comm 4333

Reading Notes Ch.12 COMM 4333

Tapping the Web and New Media

New Media is characterized by:

  1. Widespread broadband
  2. Cheap and or free
  3. New distribution channels
  4. Mobility is key
  5. New advertising techniques

Writing for the Web

  • Design the site with the audience in mind.
  • Update the site constantly.
  • Use feedback to evolve the site.
  • Write the way you talk.
  • Limit each page to a specific topic.
  • Talk “with” rather than “at” the reader.
  • “You have 10 to 12 seconds to ‘hook’ an Internet surfer onto your website, or else they’ll click onto something else.”

All of my notes came from the, “Public Relations Writing and Media Techniques”, you can find this book at Amazon.


Reading Notes Ch.11 COMM 4333

Getting Along with Journalists

This chapter dealt with how PR professionals deal with journalists. I found a lot of great key points in this chapter and from what we talked about in class. Here are a few things that I picked up from the chapter:

Areas of Friction

  1. Hype and News Release Spam
  2. Name Calling
  3. Sloppy/Biased Reporting
  4. Tabloid Journalism
  5. Advertising Influence

A Media Relations Checklist

  • Know your media
  • Limit your mailing
  • Localize
  • Send newsworthy information
  • Practice good writing
  • Be available
  • Get back to reporters
  • Answer questions
  • Protect exclusives
  • Praise good work

All of my notes came from the, “Public Relations Writing and Media Techniques”, you can find this book at Amazon.


Reading Notes Ch.10 COMM 4333

Distributing News to the Media

There are many different ways you can relay information to the media. You always need to be sure that all the information you relay is propper for where ever it is being sent. Your source is the most important when it comes to distributing news to the media.

Here are a few things this chapter taught me:

Researching the Media

  • Media Databases
  • Editorial Calendars
  • Tip Sheets

Distribution of Materials

  1. E-mail
  2. Online Newsrooms
  3. Electronic News wires
  4. Mat distribution Companies
  5. Photo Placement Firms

All of my notes came from the, “Public Relations Writing and Media Techniques”, you can find this book at Amazon.


Reading Notes Ch.9 COMM 4333

Writing for Radio and Television

Chapter 9 talked all about writing for radio and television programs. According to public relation practitioners “radio is the medium the demographics of age, gender, economic standing, and ideology”.

Here are some key points that I took from this chapter:

  1. Radio news announcements are often done in increments of 30 or 60 seconds.
  2. A public service announcement or PSA is an unpaid advertisement that promotes programs of government or non profit agencies or that serve the public interest.
  3. A radio media tour is usually a spokesperson conducting a series of one on one interviews with different radio stations from around the country from one central location.
  4. A video news release has four components: a 90 second news report, a B roll, clear identification of the video source, and a script and contact information.

Radio news releases must be formatted for the medium so they must be easily read by the announcer. Radio announcement usually take 30 or 60 seconds to read. Set your word processor for 60 spaces per line and each line should be:

  • 2 line should be 10 seconds and about 25 words
  • 5 lines should be 20 seconds and about 50 words
  • 8 lines should be 30 seconds and about 75 words
  • 16 lines should be 60 seconds and about 150 words

Television is a great medium of communication; you can reach a wide variety of people though this medium. New releases that use television as a way to communicate must contain:

  • Sound that’s appealing to the message
  • Visual elements like charts and graphs, slides, or videotape
  • Clear message that flows with sound and visual aids

All of my notes came from the, “Public Relations Writing and Media Techniques”, you can find this book at Amazon.


Reading Notes Ch.8 COMM 4333

Selecting Publicity Photos & Graphics

This chapter was very helpful considering that I love photography. While I already know a lot of the information that was in this chapter I did pull a few things that were very helpful. Which were:

  • Photos need to be creative. Express yourself this is your art make it fun and represent you.
  • When taking a publicity photo you should have no more than three or four people in each photo.
  • One of the most important is to make sure you know how to take a proper photo (this should be common sense).
  • Make sure when sending a photo to reporters never send it as an attachment.. You tend to loose quality of the photo.
  • Make sure when you write captions you keep them short. You don’t want to take away from the photo.
  • Make sure you are using a good camera with great quality. There is nothing worse than when your photo has horrible exposer. Photos need to be clear and very sharp.

All of my notes came from the, “Public Relations Writing and Media Techniques”, you can find this book at Amazon.



Reading Notes Ch.7 COMM 4333

Creating News Features and Op-Ed

Feature stories can provide five different aspects to your writing:

  • Provide more information to the consumer
  • Give background and context about organizations
  • Provide behind-the scenes perspective
  • Give a human dimension to situations and events
  • Generate publicity for standard products and services

5 types of features:

  • Case Study
  • Application Story
  • Research Study
  • Backgrounders
  • Personality Profile

There are 5 parts to a feature story:

  1. The Headline
  2. The Lead
  3. The Body
  4. The Summary
  5. Photos and Graphics

All of my notes came from the, “Public Relations Writing and Media Techniques”, you can find this book at Amazon.


Reading Notes Ch.6 COMM 4333

Preparing Fact Sheets, Advisories, Media Kits, and Pitches

There are 3 kinds of fact sheets:

  1. Event information
  2. Corporate profile containing company information
  3. New product details.

Writing the “perfect” pitch:

  • Find out what the reporter covers and tailor your pitch accordingly.
  • Find out how the reporter prefers to be contacted – paper, fax, or email.
  • Make sure you’re pitching news or a new trend.
  • Offer help on stories even if your client or employer isn’t the focus.
  • Don’t call during deadline unless you’ve got breaking news.
  • Don’t send slips of other stories about your client.
  • Don’t call to find out when or if the story has run.
  • Relationships are everything. If you get the trust of the reporter, don’t abuse it.
  • Don’t lie.  Advise your clients or employer not to either.

All of my notes came from the, “Public Relations Writing and Media Techniques”, you can find this book at Amazon.