APR 332 Lecture Notes - Lecture 4: Cold Calling, Cover Letter, Position Paper

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 332
• Professor: Sims

Document Summary

Hybrid news release: begins like a feature news release with an attention-grabbing, human- interest lead but next paragraphs follow inverted pyramid structure. Except don"t cold call journalists that you don"t know. If email, subject line must be clear and concise (a teaser that makes journalists want to open the message). Full name of organization is not necessary in email subject line. If written pitch letter, then first paragraph serves as the hook, providing a nugget of the story you want the journalist to write about: see other guidelines on pg. 211-212 ***read: key takeaways: pitch should be concise, use persuasive language (really trying to sell the story) Media kit: a media relations tool used to get news media coverage for a: new initiative (new program, service, etc. , campaign (a capital campaign, special event, news conference, product launch. It provides the media with the information (research) necessary to write the story: basic facts, perspectives/opinions (quotes, context (background, history)