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Reading Notes

Chapter Ten: Distributing News to the Media

  • Not only is it important to know how to write in public relations but it is also important to know the appropriate channels to distribute the material so it will reach the correct media and the right.
  • Some of the different methods are e-mail, online newsrooms, electronic wire services, feature placement firms, mail, and faxing.  Although there are many different methods each method has its advantages and disadvantages.
  • Media databases vary greatly in scope and format but they usually provide essential information like the names of publications and broadcast stations, mailing addresses, telephone and fax numbers, e-mail addresses, and names of key editors and reporters.
  • Majority of publicity materials are distributed through digital and electronic formats.

Chapter Eleven: Getting Along with Journalists

  • Many surveys have indicated that public relations personnel are the primary contact between the organization and the media and because of that it is important to establish a good working relationship with journalists.
  • A survey done by a New York public relations firm found that two-thirds of journalists do not trust public relations people, but 81% still feel a need for them.  Some friction areas are excessive hype, advertising influences, sloppy reporting, and tabloid journalism.

Notes and reading are from the textbook Public Relations Writing and Media Techniques, Sixth Edition by Dennis Wilcox.


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