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WELCOME TO THE WORLD OF PUBLIC RELATIONS

4) The purpose media coverage, an organization's standpoint,

goes just news and information.

5) The material is handled the advertising or sales department the

newspaper or broadcast station.

11. Explain the following statements:

1. In many cases, publicity is strongly marketing oriented and designed to generate sales.

2. The recession in the early 1990s left many publications scrambling for advertising dollars, which directly affected the news space available.

1. Our society is experiencing widespread information clutter.

2. Don't try to blanket the media with a blizzard of news items.

12. There are 4 points in the text that a public relation writer must keep in mind to make his effort more effective.

Do you agree with them? Illustrate your point of view.

13. Develop the following statements:

1. A major objective of many public relations programs is to get publicity for the employer or the client.

2. Placing news and information (publicity) in the news media should be done with the objective of helping the organization achieve its goals.

3. Publicity is difficult to achieve. There is a great deal of competition for available news space.

UNIT

_TWO

What Makes News

Students in news-writing classes are taught the basic components of what consti­tutes "news". Public relations writers, or publicists, must also be familiar with these components if they are to generate the kind of information that appeals to media gatekeepers. Aspects of news include timeliness, prominence, proximity, significance, unusualness, human interest, conflict, and newness.

Timeliness

Timeliness may be the most important characteristic of news. By definition, news must be current and timely.

One way to make news timely is to announce something when it happens. A company usually contacts the press as soon as an event occurs — the issuing of the