4763

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avoid GM foods when possible and provide educational materials concerning GM foods and health risks.

-Physicians to consider the possible role of GM foods in the disease processes of the patients they treat and to document any changes in patient health when changing from GM food to non-GM food.

-Our members, the medical community, and the independent scientific community to gather case studies potentially related to GM food consumption and health effects, begin epidemiological research to investigate the role of GM foods on human health, and conduct safe methods of determining the effect of GM foods on human health.

-For a moratorium on GM food, implementation if immediate long term independent safety testing, and labeling of GM foods, which is necessary for the health and safety of consumers.

(This statement was reviewed and approved by the Executive Committee of the American Academy of Environmental Medicine on May 8, 2009)

Adapted from www.aaemonline.org

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A GLOSSARY OF PR TERMS

Audience flow. TV audience inherited from a previous program.

Backgrounder. A compilation of information about an organization, a problem, a situation, an event, or a major development. It is given to the media to provide a factual basis for news to be published or broadcast.

Bio. A brief biography, often supplied in a press kit or as part of the printed program for an event.

Boilerplate. An old newspaper term meaning a block of standard text that’s used over and over again. In this case, it’s a text that you might use at the bottom of all your releases.

Character. Single letter, digit or symbol in typesetting.

Crosshead. Small heading, set in centre of column, separating two paragraphs.

Direct Mail. A means of reaching the public with letters that are mass produced. They are often individualized to give the appearance of being personally written.

Embargo. Request to editor not to print a story before a stated date and time.

Fact Sheet. A written summary about some event or situation that is given to reporters so that they will have the basic facts at their fingertips. Often a fact sheet will give information in the journalistic format of who, what, when, where, and how.

Five Ws. Journalist’s news story formula. Who is story about, what happened, when did it happen, where did it happen, and why did it happen?

Gatekeeper. A person at a publishing or broadcasting institution who decides whether to use news or features supplied by outsiders, typically public relations personnel sending material on behalf of their client or employers.

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Hype. Exaggerated publicity about a product, a service, or a celebrity. Often characterized by flowery adjectives and inflated claims.

Indent. To start a paragraph with a blank space. Aids readability.

Landscape. Horizontal orientation of page, picture or print.

Lead. The first line of an article or press release. It is written to grab attention of the reader.

Media Advisory. An abbreviated form of après release, often in bullet form, sent a day before or early the day of the event. Reminds the media of the event by providing basic facts: who, what, when, where, and why.

Neckline. White space below a headline.

Pitch Letter. A letter urging a gatekeeper to publish or broadcast a specific story. This letter, persuasive by definition, should convince the gatekeeper that the material is newsworthy.

Press Release (news release). A written statement providing information to the media to get them to cover an event, performance, or other newsworthy item.

Press Kit or Pack. A folder containing information for reporters about some event, product, or service. They usually contain several pieces of information, including photos. Content varies with the nature of the occasion and objectives. But it always contains only essential material.

Position Paper. A statement by an organization about some problem, situation, or issue.

PSA. A short message that runs on television or radio (usually 30 seconds long) to inform the community about an event or service that benefits the public.

Upper case. Capital letters.

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# # # symbol indicates the end of the press-release, basically refers to XXX meaning 30 used to denote end in telegraphic codes used in early years.

TFT – till further notice (abbreviation used in press releases).

Periodicals and the Internet Resources in Use

Public Relations Journal

Public Relations News

Public Relations Review

Public Relations Reporter

Public Relations Research and Education

PR Week – www.prweekuk.com/uk PR Newswire – www.prnewswire.com

International Public Relations Association (IPRA) – www.ipranet.org European Public Relations Confederation – www.sbg.ac.at./cerp PRCentral – www.prcentral.com

Public Relations Society of America – www.prsa.org Canadian Public Relations Society – www.cprs.ru

The Museum of Public Relations – www.prmuseum.com Public Relations Paradise – www.prveb.com www.prandmarketing.com

www.prplace.com

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CONTENTS

Chapter I.

1.Press Release……………………………………………………………………. 4

2.Media Advisory…………………………………………………………………13

3.Fact Sheet and backgrounder……………………………………………………17

4.Pitch Letter………………………………………………………………........... 28

5.Public Service Announcement…………………………………………………..32

6.Position Paper…………………………………………………………………...35

7.PR Letters……………………………………………………………………….40

8.Social Letters……………………………………………………………………43

Chapter II.

Practice Correspondence…………………………………………………………. 52

Supplementary Materials

Error Code…………………………………………………………………………62

Grading a Press Release……………………………………………………...........63

Archive of PR Documents………………………………………………………...66

Glossary of PR Terms……………………………………………………………. 92

List of PR Periodicals and the Internet Resources……………………………….. 94

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REFERENCES AND RESOURCES

1.Wilcox D. L., Nilte L. W. Public Relations. Writing and Media Techniques : Harper Collins College Publishers, 1995.

2.Treadwell D., Treadwell J. PR Writing principles in Practice : Sage Publication, 2005.

3.Bivins T. V. PR Writing: The essentials of style and format : Lincolnbook, IL, 1999.

4.Захарова Е. В., Ульянищева Л. В. Приглашаем в мир Паблик Рилейшнз : ИМПЭ им. А.С. Грибоедова, 2003.

5.Naterop B.J., Weis E., Haberfellner E. Business Letters for All : Oxford University Press, 2004.

6.Geffner A. B. How to Write Better Business Letters : Barron’s, 2007.