4. Creating a country-image

The most decisive factors for country-image is the country’s compatibility. These are human and natural resources, scientific-information potential capital, infrastructure, quality of life. Formation of country-image may have both positive and negative sides. For example, image of Soviet Russia in the 1920s in the West was depicted as the “Red Menace”.

Pr firms took part in the turning of country-image from negative to positive. Example: Greece. In 1967 the junta of Greek colonels seized power in Greece, image of Greece was unfavourable for the country. Th. J. Deegon Co.,a most successful New York PR firms whose clients include Coca-Cola, had a $ 43,000 –per-year contract for 2 years with the Greek junta to do image cultivation. The firm helped increase newspaper and magazine coverage of Greek’s economy and why it is a good place to invest.

Glossary

mindset	Образ мышления	ойлау
medium	средство	қаражат

Tasks for office hours- PR for governments

Tasks for IWS- PR for political leaders

References.

Mandatory

Aги У.. Kaмерон Г. Самое главное в PR, 2004, crp.362, 373-382

www. president.kz

Recommended

ParsiganE. Proposal Savy. A Guide for Journalists.N.Y.1996, p. 24-26

www.prsa.ora/ tactics.html

23-24. Written documents in PR

1. Preparation of written information

*Information for mass media-.

Getting to the editorial page: 1) letter to the editor

**2) op-ed articles ( opposite the editorial page). Op-ed articles

2. Press release

Press release is a document ready for publication and aimed at free information dissemination. PR role is to come up with the reporters’ and editors’ ideas. It is very important to send it to the right reporters and to find out their preferences: what kind of press release receiving they prefer ( e-mail, regular mail, fax)

Press release format: paper A4 ( 8,5-11 inch)

Upper left corner- sender

Below- “ For immediate release” or “ To be published on….” ( this remark is called ”embargo”)

Below- 5 cm white space for editing.

Press release content. To escape the round file, PR specialist should follow these requirements:

***1.

2.

3. avoid hype.

4. avoid special terms

5. avoid non- meaning words and phrases

6. avoid mistakes, check spelling and grammar. It is a good practice to ask a customer to sigh press release.

Style of press release- overturned pyramid:

Lead (very important information)

Less important information

Some details

# # #

Press release dissemination. Press releases should be sent into mass media in time and effectively. There are 2 ways of dissemination: macrodistribution – to send to as many reporters as possible; microdistribution- to send to a selected target audience.

Methods of dissemination: by mail, fax, e-mail. Regular mail is the cheapest and most spread but not contemporary. Big companies hire special firms- distributors.

3. Media advisors

There are various types of media advisories: information, pitch-letter, press- kit, bulletin, fact sheets and others.

Pitch- letter. Writing a pitch- letter is a fine art and an important key to media coverage. As its goal is to draw attention, it should be bright, unusual to catch an editor’s eyesight from the enticing lead and then to get to the point as soon as possible. It may also include all needed statistics, quotes, photos, etc.

****1)

2)

3)

*****The feature

The case history-

*By- liner

**Press –kit

Press- kits are often criticized by mass media for many things:

***Fact sheets

****Organizational fact

Event fact sheets .

Fact sheets are often included in press kits.

*Position Paper –

Position Paper may be included in press kits or sent to media.

**Backgrounders.

Glossary

Round file- корзина( электронная.)

Hype- преувеличение

Press-kit- пресс-подборка

Pitch- letter- рекламно-информационное .письмо

Enticing lead- увлекательное начало

Fact sheets- краткая информация о событии( объективка)

Media advisories- рассылаемая информация, носящая рекомендательный характер

Backgrounders- информация, подтверждающая значимость материала

PRESS RELEASE           FOR IMMEDIATE RELEASE For More Information, Contact:                January 7, 2002

Yvonne Buchanan Real-World PR (503) 238-2770 (fax) yvonne@realworldpr

Online Resource Offers Free Public Relations Information

PORTLAND, Ore. — Jan. 5, 2002 — Real-World PR, a publications merchandising company based in Portland, Ore., today announced the development of a free online resource for businesses, non-profit organizations and individuals interested in learning more about public relations.   The web site, located at www.aboutpr.com, offers public relations strategies, and tactics, as well as templates and samples of many public relations documents.           

“We wanted to create one place where anyone interested in learning more about public relations could go to quickly find the information they needed, without being bombarded with marketing and sales messages,” said James Buchanan, co-founder of Real-World PR. “But because it’s strictly a resource site, many visitors will choose to stay a while, and browse the About PR content: the PR Q&A, the glossary, newsletter, and articles, for instance.”          

Real-World PR was founded in 2001 by James Buchanan, a former principal of Waggener Edstrom Public Relations, and a 30-year veteran in public relations, marketing and advertising; and Yvonne Buchanan, a public relations writer and editor.           

Real-World PR’s flagship product, PR Gold: The Turnkey PR Toolkit for Small Businesses, is a manual/CD combination that provides the strategies, techniques and tools to enable small businesses to create and maintain their own public relations programs. It is available through the company’s web site, www.realworldpr.com.

# # #

25-26. Speechwriting