Publicity Tools
Audio news release (ANR) - A taped news release sent to radio stations. Most ANRs feature voice actualities of organization spokespersons or other representatives. An ANR may be sent with paper copy of a wrapper - lead and close-out - to be used by the local newscaster. The wrapper may also be pre-recorded. An ANR usually contains spot news or an organizatio's reaction to spot news or current issue.
Audio Phone Feed - Providing radio station with a special number they can call to tape one or two minutes (or less) of information you have recorded for continuous automatic sending. This provides stations with actualities they can use.
Billboard announcement - A brief message, submitted by non-profit or community groups, on community needs and activities. They are run free of charge on community cable television channels.
Bylined Articles - Articles written mostly for trade and business publications. The article byline is that of a key player in the submitting organization.
Camera-read Features - Columns or feature stories - usually evergreens - are ready to be pasted into the newspaper. They include heads, graphics, and photos. They're sent on glossy sheets of paper (repro proofs) or on disc or CD-ROM. You may also post them in your website. They comply with newspaper standards in that they seldom mention the name of a product or company more than once. The content either is newsworthy in itself or the facts presented bestow a benefit upon the reader. (Also called sponsored editorials.)
Chatter Sheets - Sheets with interesting, timely, and brief bits of information (e.g. trivia, historical milestones, consumer tips, etc.) on themes or topics relevant to an organization that are sent to DJs to use during their shows.
Community Calendar Announcement - A brief description (who, what, when, where, and perhaps why) of a community need or activity, included in a radio or television "community calendar"
Community Notice - A brief description (who, what, when, where, and perhaps why) of a community event, need, etc., listed free in a special section of the newspaper. (The ones that focus on events often are referred to as event listings.)
Donated Ad - Advertising time or space donated by the medium or someone else, including a regular advertiser in that medium, a corporate sponsor, or community business. A donated ad, paid for by several sponsors, may include "hookers" that identify the business donors.
Feature - A story that gives detailed information on an issue, a trend, a situation, an industry, a company or organization, or a person. A feature often focuses on the human element. It is designed to enlighten, entertain, and/or educate readers. Feature stories can be submitted to community newspapers and magazines (query first) on paper or on disk. Camera-ready features can be created and sent to community newspapers as well. Ideas for features can be pitched to various media.
Filler - A short piece of interesting but minor or untimely material that the print media can use to either fill space or to provide community interest information.
Free Speech Message - The broadcast version of the guest editorial, these are opinions presented by an individual or group on a topic of general public interest. They are taped at the radio or TV station.
Guest Editorial - An analysis of or commentary on news events or public concerns, written by someone whose credibility is based on his/her knowledge of a particular subject and/or position in an organization.
Letter to the Editor - A letter written for and sent to a newspaper or magazine to present an organization's position, make a correction or respond to another story or letter.
News release - A news story written for and released to the news media, particularly newspaper. News releases submitted to newspaper are written according to CP style guidelines. When a news release is prepared for radio it is written according to BN style guidelines. A news release can be distributed on paper, on disk, by email, by a PR newswire or posted on a website. A news release has a flag with the word(s) News or News Release in large type near the top of the "page." When the information in a release is community oriented, the flag can read Community News. Other alternatives include Sports News, Business News, Etc.
Product Release - A brief announcement of news about a product or service. Unless the "news" has wide public appeal, most product releases are sent to relevant trade publications.
Promo - A broadcast announcement that promotes an upcoming program or activity on a radio or TV station. If an organization is involved in a project with the station- as a sponsor or a participant - the promo may mention the organization's name and/or address and or slogan.
Promotional "prop" or symbol - Inexpensive but interesting and relevant items sent with "soft" publicity materials to attract media attention and, perhaps, serve as a props for the visual media, particularly television.
Publicity Photographs - Photographs taken for publicity purposes and submitted, with a cutline, to the print media. Photos may be accompanied by a news release, fact sheet or other publicity material.
Public Service Announcement (PSA) - A broadcast announcement, for which no charge is made, that promotes the programs, activities or services of a federal, provincial, or municipal governments, non-profit organizations, or another groups serving community interests. Information for PSAs can be prepared in point form, as a script, or pre-recorded on tape. All are submitted to the PSA director.
Radio Program or Feature - Taped news and public affairs features, provided by an organization no charge to radio stations. Programs and features may be on such topics as consumer hints, author/performer interviews, and new product information.
Sponsored Publication - A newspaper or magazine prepared by an organization and offered free of charge to readers. The content is relevant to the company, cause, or association, and usually does not contain advertising.
Sponsored TV Program - A television public affairs program, paid for by an organization and offered free of charge to the television networks or stations. Programs usually are produced in half-hour or one-hour formats - with or without allowance for commercial content.
Reader Tip Sheets - Sheets that contain helpful tips on carious subject for media audiences. They are designed to be used "as is" by the media.
Video News Release (VNR) - A videotaped news story produced by an organization and distributed to television newsrooms. VNRs are particularly useful at times of crisis or when an organization has an angle based on unusualness or human interest. VNRs may be accompanied by B-roll footage.