7 - Constructing Press Releases, Constructing Quotations: A Case Study - By Robert Letterman

Robert Letterman

Reference

Sleurs, K., Jacobs, G., & Van Waes, L. (2003). Constructing Press Releases, Constructing Quotations: A Case Study. Journal of Sociolinguists, 192-212.

Theme

               The process of constructing press releases and the concept of pre-formulation of responses to the media is analyzed and discussed.

Summary

·        It's important for leaders in public and private organizations to be more proactive when interacting and providing information to the media.

·        Learning how to do business with the media by developing a relationship with them is important.  Having informal meetings with them such as having lunch with member of the media will be beneficial when a crisis arises.

·        Press releases not only need to be able to compete for the attention of journalists but need to be accurate as well.

·        The use of quotations is press releases from credible sources can help aid the validity and power of the message you are trying to communicate.

·        The writing process to collect and extract data is important and requires a skilled individual who understands how to take the information given to produce a quality press release.

Application

               This article comes from a different perspective.  I think understanding how public relations firms construct and mold messages for businesses and other clients is valuable to apply to the work of a public information officer. 

               A PIO will need to have specific responses to incidents prepared before it's needed.  Although no crisis is the same the approach and information that will be relayed to media and the public will be similar. 

7 - Press Releases and Their Visibility in the Media - Martin de la Cruz

Reference:

Alcoceba-Hernando, J. (2010). Analysis of Institutional Press Releases and Its Visibility in the Press. Revista Latina De Communicacion Social, 13(55), 1-13. Doi:10.4185/RCLS-65-2010-904-354-367-EN. Retrieved from http://ehis.ebscohost.com.ezproxy.uvu.edu/eds/pdfviewer/pdfviewer?sid=77d345ec-a889-4d9a-bacf-906738c78863%40sessionmgr10&vid=3&hid=6 on October 24, 2013.

Theme:

The theme of this article was an analysis of the relationship between public perception of issues was influenced by institutional press releases and the visibility given to those press releases by the media.

Summary:

·         The communication between organizations and the media affects the public perception of public issues.

·         Organizations need to publicize their activities to the public.

·         Messages from organizations seek to inform the public about the organization and its activities through the media.

·         Public perception of the organization is largely dependent on the relationship between the organization and the media.

·         The balance between garnering media attention and giving the public useful information requires knowledge of the organization and knowledge of the media and how it operates.

Application to Lesson Topic:

This article highlights the relationship between public perception of orgnaizations as influenced by the media. The media receive information from press releases from the organization. What sort of  media attention is given to an organization’s press releases depends on the relationship between the media and that organization.

Application to Emergency Services:

In order to maintain a positive public image and be effective in disseminating information to the public through press releases to the media, it is necessary to develop a good relationship with the media and know what will gain their attention.

7 - Retractions, press releases and newspaper coverage - Chris Schippers

Chris Schippers

Reference:

Rada, R. F. (2007). Retractions, press releases and newspaper coverage. Health Information & Libraries Journal, 24(3), 210-215. doi:10.1111/j.1471-1842.2007.00724.x Retrieved from http://ezproxy.uvu.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=aph&AN=26218738&site=ehost-live on October 24, 2013.

Theme:

The theme of this article was to see how often newspapers covered a retracted medical journal article and if it was preceded by a press release.  In other words, newspapers would only cover a retraction of a medical journal article if it were presented first with a press release.

Summary:

·         Retracted medical publications represent a serious problem

·         Mistakes are more common than misconduct

·         Retraction articles vary widely in style and scope

·         A study of international newspapers suggested that press releases provide the primary source material

·         Press releases do not highlight study limitations, the role of industry funding, and they tend to exaggerate the importance of findings

·         Print media provides more reliable health care news than online media and the media generally sensationalize to improve market share

·         Discusses the case study of 50 retracted publications and raises questions

·         Is a newspaper more likely to report on a retracted publication after a press release appears about the retraction than when no press release appears?

·         Medical librarians should know how the mass media works in comparison to scholarly, medical literature content analysis on these retrieved newspaper articles and press releases provides data from which to infer relationships among the three, different, retrieved document samples, and thus to address the questions raised earlier.

·         This article talks more about retracted medical journals than press releases

Application to the Lesson Topic:

Unfortunately, this article did focus a whole lot on press releases by themselves, instead it focused on the on how newspapers cover retractions of medical journals.  The only time this article referenced a press release was when one was written about a medical journal retraction due to some error or misconduct of the journal.

Application to Emergency Services:

I was unable to see the correlation and understand how this article might be applied to emergency services.  If I had to take a stab in the dark about how it might relate, I would suggest the information given in this article and the talk of error and misconduct being exposed in press release could be related to how important it is for EMS workers to watch their conduct and pay attention to the reports they fill out.

7- 5 questions to ask when writing news releases - Mike Wayman

Reference:

Luttrell, R. (2013). Press pass: 5 questions to ask when writing news releases. Public Relations Tactics, 20(3), 14.

Summary:

• Journalists must examine each press release that they receive and determine whether it is newsworthy enough to pursue a story.
• Press release writing takes research, time and skill.
• Five basic questions that every practitioner must answer when drafting and editing press releases

1. What are we announcing?
2. Who is the target audience?
3. When and where is it available?
4. What are the impacts or benefits?
5. Who will be the spokesperson?

Application to the lesson topic: Press Releases are what the public will base their opinion on. It is important to write an effective, clear, and to the point press release.

Application to emergency services: In times of an emergency press releases are vitally important. When everything is chaotic and people are afraid, a press release can give those panicking some sense of comfort and relief. A press release from emergency services needs to be in lay man's terms so the public can understand what's going on.  

7 - Proactive Crisis Communication - Ray Huntzinger

Proactive Crisis Communications

By Ray Huntzinger



Reference:

Trunko, M. E. (n.d.). Proactive crisis communications. Disaster
Recovery. Retrieved on October 24, 2013, from
http://www.drj.com/drworld/content/w3_044.htm

Theme:

The theme of this article is the recommendation of a proactive
approach to the media before the disaster takes place by developing
relationships, public relation kits, and plans for working with the
media during the disaster.

Summary:

--Proactive communication with the media is important before the
disaster occurs.

--Before a disaster, organizations need to establish high credibility,
a good reputation, and good will with the media.

--A PR kit should be assembled and distributed before emergencies as a
course of business.

--The media and public must be continually updated about your
organization before the crisis.

--Before a disaster, questions should be anticipated and background
materials should be prepared for used during the disaster.

--Rough drafts of press releases should be prepared before a disaster;
this will help eliminate the need to scramble during the stress of a
disaster.

--Be proactive during the disaster by providing media access,
suggesting interviews, and granting interviews if at all possible.

--Tell "your side of the story" as soon as possible after the incident.

--Reporters should receive prompt responses and frequent calls before,
during, and after an incident.

Application to the lesson topic:

Although this article was intended for private businesses, it
discusses specific concepts press releases that are relevant to any
public or private organization. The article also stresses core
concepts in media relations that should be utilized by all agencies
before, during, and following a disaster.

Application to emergency services:

The article provides great suggestions for providing a proactive
approach to press releases and media relations as a whole. This
proactive approach is integral if emergency service providers are to
effectively integrate with the media before, during, and after
disasters.

7 - Media and Government PIO Disconnect: Looking at Crisis Communication During a Disaster - Justin E. Ross

Media and Government PIO Disconnect: Looking at Crisis Communication During a Disaster

Justin E. Ross

Reference: Fontenot, M., Boyle, K., & Gallagher, A. (2008). Information Subsidies and Disaster Coverage: A Qualitative Content Analysis of Press Releases and Newspaper Coverage of Hurricanes Katrina and Rita. Conference Papers -- International Communication Association, 1-25.

Theme: During large scale disaster very few of the government's press releases actually become stories that the press runs.

Summary:

• ·         Disasters have an adverse impact on the relationship between PIOs and the media.

• ·         When disasters strike the press starts to look to almost any source they can find for a story, other than the government.

• ·         If it is a prolonged event, that has a long enough lead-time before the event occurs, the media will use government press releases as a source of information.

• ·         Pre-event the media will sometimes use the actual press release as an article rather than writing their own story.

• ·         If working for a non-profit, such as the Red Cross, news outlets are more likely to run an article from a press release generated from those types of organizations.  

• ·         The media will use high ranking officials press conferences as stories, so it is important to get the officials on board with the messaging you want to get out there.

Application to the lesson topic:

This article really informs the reader about how the press views press releases from governmental agencies.

Application to emergency services:

I found this article very interesting, and I will use the information continually. Now that I know the media will be turning to the "people on the street" for storylines rather than the government press release I will be developing ways to get my messaging out through other channels, so that the chance of that Person on the Street disseminating the message I want will increase. 

7 - Retractions, press releases and newspaper coverage - Jeffrey Martin

Reference:  Rada, R. F. (2007). Retractions, press releases and newspaper coverage. Health Information & Libraries Journal, 24(3), 210-215. doi:10.1111/j.1471-1842.2007.00724.x From: Academic Search Premier

Theme:  The article discusses a newspaper retraction and explores whether the printed article matches the press release.

Summary:  Journalists often time make mistakes, or maliciously misrepresent information within articles.  Mistakes are far more common than maliciousness.  Retractions must often be issued to correct problems with an article.  People’s reactions to the original article may differ greatly from that of the retraction. 

·         It is important to check whether or not the article you are referencing has been retracted. 

·         The mass media may serve as a good way to reach people.

·         Career field specific journals may serve as a better way to reach your audience.

·         Retraction press releases may not match what is published.

Application to lesson:  This article was specifically about the retraction of medical journal articles using a press release.  These press releases may not match the retraction, so checking what is actually printed is important.  If the retraction leaves out critical information from the press release, it may be necessary to contact the media outlet and ask them for another retraction.

Application to Emergency Services:  Do not trust that the media has your best interests in mind.  You should always check articles or stories for accuracy against your original press release.  This is why having a good relationship with local media contacts is so important.  With good rapport, you can easily get errors retracted and corrected.