lcome to the world of urnalism, where porters have been gging dirt, raking muck, king headlines and adlines for centuries w. It’s a history full of bloid trash, of slimy nsationalists, of runkards, deadbeats and mmers” (as a Harvard iversity president once scribed reporters). But it’s a history full of roes, too: men and men risking their lives tell stories of war and agedy, risking prisonment to defend ee speech. And as you n see here, reports have come beloved characters p culture, too, turning up movies, comics and TV ows as if guided by an cult hand.

Every culture seeks effective ways to spread new information and gossip. In ancient times, news was written on clay tablets. In Caesar’s age, Romans read newsletters compiled by correspondents and handwritten by slaves. Wandering minstrels spread news (and the plague) in the Middle Ages. Them came ink on paper. Voices on airwaves. Newsreels, Web sites, And 24-hour cable news networks. Thus when scholars analyze the rich history of journalism, some view it in terms of technological progress—for example, the dramatic impact of bigger, faster printing presses. Others see journalism as a specialized form literary expression, one that’s

constantly evolving, reflecting and shaping its culture. Others see it as an inspiring quest for free speech, an endless power struggle between Authority (trying to control information) and the People (trying to learn the truth). Which brings to mind the words of A.J. Liefling: “Freedom of the press is guaranteed only to htose who own one.” In the pages ahead, we’ll take a quick tour of 600 years of journalism history, from hieroglyphics to hypertext: the media, the message and the politics. Technical advances and brilliant ideas forged a new style of journalism. It was a century of change, and newspapers changed

dramatically. The typi newspaper of 1800 wa undisciplined mishma legislative proceedinglong-winded essays a secondhand gossip. B1900, a new breed of tor had emerged. Jourhad become big busin Reporting was becom disciplined craft. And newspapers were becmore entertaining and essential than ever, wmost of the features w expect today: Snappy headlines, Ads, Comic Sports pages. And an “inverted pyramid” sty writing that made stori tighter and newsier. Radio and television brought an end to newspapers’ media monopoly. Why? Well yourself: Which did yo

Public relations

Inside ReportingTim Harrower

10

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Public relations

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What is public relations? Planning a public relations strategyWriting news releasesBalance and bias and media manipulations

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What is public relations?

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Businesses and organizations must:Get their message out.Encourage media coverage.Project positive

public image.

Every organization has a story to tell. PR professionals tell it.

What is public relations?

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Identify the goalCraft the messageMonitor the results

The PR process

What is public relations?

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Common mythsPR is glamorous.

PR is a business.PR is easy.

PR is as rigorous as news reporting.

PR is sleazy.PR is useful, even vital.

What public relations is NOT

What is public relations?

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Writing news releases.Organizing news

conferences.Coordinating crisis

communications.

What public relations is…

Crafting an organization’s public image.

Planning the launch of new products and services.

What is public relations?

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Producing newsletters and media for employees.

Sponsoring tours, exhibitions and special events.

What public relations is…

Attending conferences and delivering speeches.

Acting as the organization’s spokesperson.

What is public relations?

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How Public Relations Differs from Journalism

Serves general public Serves organizations

Avoids taking sides Promotes clients

Controls all information Provides information

Depends upon PR Depends upon journalist

Uses one form of media Employs range of media

Individualistic Team player

Goal: inform the public Goal: generate goodwill

Journalist PR Specialist

What is public relations?

21

How Public Relations Differs from Advertising

Tries to seduce Tries to motivate with fact

Controls the message Provides information

Flashy with exaggeration Low-key and serious

Expensive Relatively inexpensive

Relies on repetition Efforts are fresh

Broad audience Aimed at specific audience

People try to avoid ads People seek out stories

Advertising Public Relations

PR Disasters

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PR Disasters

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PR Disasters

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PR Disasters

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PR Disasters

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PR Disasters

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PR Disasters

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PR Disasters

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PR Disasters

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PR Disasters

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PR Disasters

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Planning a public relations strategy

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Four steps to creating and implementing a PR plan

Without a strategy, you can’t achieve your goals

• Analyze situation• Plan strategy• Implement plan• Evaluate results

Planning a public relations strategy

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The news releaseAt least half the content of newspapers

originates from news releases (some estimates as much as 70 percent)

Video news release (for television and web)

Matching your message to the most effective medium

Planning a public relations strategy

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Other interactive PR optionsSpeechesNews conferencesSpecial eventsExhibitsLobbying

Matching your message…

The media kitPromotional materialDesigned to make reporters say, “This will make a good story.”

Writing news releases

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Newsworthy informationClear presentationRequires personal relationships

with reporters and editors

News releases (sometimes called press releases) provide ideas and information that become news

Writing news releases

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Use an engaging headline.

Give it a compelling lead.

Avoid distortion.Avoid jargon.Use proper AP style

style.

Tips for writing better news releases10• Keep it crisp and tight.

• Stress the benefits.

• Proofread carefully.

• Deliver the release at the right time.

• Deliver the release to the right person.

Writing news releases

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Customize your pitch.Prepare yourself.

When dealing with the media

• Make demands.• Go off record.• Keep score.• Bribe reporters.• Be cagey or evasive.• Lie.

DO: DON’T:

Balance, bias and media manipulations

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Be honest and accurate in all communications.

Act promptly to correct erroneous communications.

Ethics in the practice of PR

Avoid deceptive practices.

Think about how readers can actually benefit from the information you possess.

Balance, bias and media manipulations

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• Doublespeak – language crafted to disguise, distort or evade the truth.

• Euphemisms – inoffensive terms substituted for more disturbing words.

Spinning the news: Common terms

Cherry-picking – selecting facts that support your argument.

Glittering generalities – vague-but-emotionally-appealing abstractions.

Balance, bias and media manipulations

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• Bridging – transitioning a question to a more comfortable topic.

• Non-denial denial –criticizing the criticism.

Spinning the news: Common terms

• Astroturfing – creating illusion of widespread grassroots support.

• Managing the news – planting questions at press conferences.

lcome to the world of urnalism, where porters have been gging dirt, raking muck, king headlines and adlines for centuries w. It’s a history full of bloid trash, of slimy nsationalists, of runkards, deadbeats and mmers” (as a Harvard iversity president once scribed reporters). But it’s a history full of roes, too: men and men risking their lives tell stories of war and agedy, risking prisonment to defend ee speech. And as you n see here, reports have come beloved characters p culture, too, turning up movies, comics and TV ows as if guided by an cult hand.

Every culture seeks effective ways to spread new information and gossip. In ancient times, news was written on clay tablets. In Caesar’s age, Romans read newsletters compiled by correspondents and handwritten by slaves. Wandering minstrels spread news (and the plague) in the Middle Ages. Them came ink on paper. Voices on airwaves. Newsreels, Web sites, And 24-hour cable news networks. Thus when scholars analyze the rich history of journalism, some view it in terms of technological progress—for example, the dramatic impact of bigger, faster printing presses. Others see journalism as a specialized form literary expression, one that’s

constantly evolving, reflecting and shaping its culture. Others see it as an inspiring quest for free speech, an endless power struggle between Authority (trying to control information) and the People (trying to learn the truth). Which brings to mind the words of A.J. Liefling: “Freedom of the press is guaranteed only to htose who own one.” In the pages ahead, we’ll take a quick tour of 600 years of journalism history, from hieroglyphics to hypertext: the media, the message and the politics. Technical advances and brilliant ideas forged a new style of journalism. It was a century of change, and newspapers changed

dramatically. The typi newspaper of 1800 wa undisciplined mishma legislative proceedinglong-winded essays a secondhand gossip. B1900, a new breed of tor had emerged. Jourhad become big busin Reporting was becom disciplined craft. And newspapers were becmore entertaining and essential than ever, wmost of the features w expect today: Snappy headlines, Ads, Comic Sports pages. And an “inverted pyramid” sty writing that made stori tighter and newsier. Radio and television brought an end to newspapers’ media monopoly. Why? Well yourself: Which did yo

Public relations

Inside ReportingTim Harrower

10