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Differences between Journalism/PR (see handout)
o
Journalism: report the facts from both sides,
not required to report facts directly as presented at press release, typically
working with one medium
o
PR: Represent the interests of the client &
advocate for client, “at the mercy” of the journalist, work with many different
types of media
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Differences between advertising/PR
o
Advertising: paid for, more stylized, more
control over presentation
o
Press releases: more factual, less control over
presentation
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4 terms:
o
Advertising
o
Promotion
o
Publicity
o
PR
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PR duties
o
Newsletters
o
Press releases
o
Plan events
o
Serve as spokesperson
o
Crisis management
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Press release formatting (see handout)
o
Headline vs. Title: Headline uses active verb
(that’s what we want)
o
Short and punchy headline, do not capitalize
prepostitions
o
Don’t be unintentionally funny!
o
No need for attribution, you are the
spokesperson/official
o
Avoid “psychic distance”
o
One sentence lead, no more than 2 sentence
paragraph
o
End with – 30 -
- Megan Yoder
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