1. 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 proceeding long-winded essays a secondhand gossip. B 1900, a new breed of tor had emerged. Jour had become big busin Reporting was becom disciplined craft. And newspapers were bec more entertaining and essential than ever, w most 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 Inside Reporting Tim Harrower Public relations 10

2. 2 Public relations What is public relations?What is public relations?  Planning a public relations strategyPlanning a public relations strategy  Writing news releasesWriting news releases  Balance and bias and media manipulations  manipulations

3. 3 What is public relations? 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. Every organization has a story to tell. PR professionals tell it.

4. 4 What is public relations? Identify the goal Craft the message Monitor the results The PR process

5. 5 What is public relations? 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.

6. 6 What is public relations? 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.

7. 7 What is public relations? Common myths PR is glamorous. PR is a business. PR is easy. PR is as rigorous as news reporting. PR is sleazy. PR is useful, even vital. …and what it isn’t

8. 8 What is public relations? How Public Relations Differs from Journalism Serves general public Serves organizationsAvoids taking sidesPromotes clientsControls all information Provides information Depends upon PR Depends upon journalist Uses one form of mediaEmploys range of mediaIndividualisticTeam playerGoal: inform the publicGoal: generate goodwill Journalist PR Specialist

9. 9 What is public relations? How Public Relations Differs from Advertising Tries to seduce Tries to motivate with factControls the messageProvides informationFlashy with exaggeration Low-key and serious Expensive Relatively inexpensive Relies on repetitionEfforts are freshBroad audienceAimed at specific audiencePeople try to avoid adsPeople seek out stories Advertising Public Relations

10. 10 Four steps to creating and implementing a PR plan Planning a public relations strategy Without a strategy, you can’t achieve your goals Analyze situation. Plan strategy. Implement plan. Evaluate results.

11. 11 Planning a public relations strategy The news release At least half the content of newspapers originates from news releases Video news release Matching your message to the most effective medium

12. 12 Planning a public relations strategy Other interactive PR options Speeches News conferences Special events Exhibits Lobbying Matching your message… The media kit Promotional material Designed to make reporters say, “This will make a good story.”

13. 13 Writing news releases Newsworthy information Clear presentation Requires personal relationships with reporters and editors News releases provide ideas and information that become news

14. 14 Writing news releases Use an engaging headline. Give it a compelling lead. Avoid distortion. Avoid jargon. Use proper AP style style. Tips for writing better news releases 10 Keep it crisp and tight. Stress the benefits. Proofread carefully. Deliver the release at the right time. Deliver the release to the right person.

15. 15 Writing news releases 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:

16. 16 Balance, bias and media manipulations Every source has an agenda. There are two sides to every story – who decides? Every newsmaker has a stake in the outcome.

17. 17 Balance, bias and media manipulations 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

18. 18 Balance, bias and media manipulations 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.

19. 19 l Balance, bias and media manipulations Bridging – transitioning a question to a more comfortable topic. Nondenial denial – criticizing the criticism. Spinning the news: Common terms Astroturfing – creating illusion of widespread grassroots support. Managing the news – planting questions at press conferences.