Public Relations Tutorial

Essential Elements

Written Communications

• Content
• Clear and concise content will hit a home run with the media.
• Include specifics such as who, what, when, where and how in the first two paragraphs of the document.
• Limit the document to one page in length.
• Include your contact information in the body of the release.
• Distribution
• Target media based on the potential impact of the story
• Local, Regional, State-wide, National
• Industry partners or constituents
• TN Dept of Tourism News Bureau - The Tennessee Tourism News Bureau accepts press releases and story ideas that meet the story idea criteria. After being processed, the information is distributed to the media contacts in the region of the state that it occurs in.  
• Media Resources –Create your own media resource list from your area.  Other media resources include:
• Cision
  www.cision.com
• Burrelle’s
  www.burrelles.com/mediadirectory
• Press Releases: Example
• Story Ideas: Example
• Media Advisories: Example

Interview Techniques

• Tips for a giving a successful interview
• Anticipate the types of questions that will be asked by the interviewer and formulate your response in a positive manner.
• Memorize your organization’s mission statement and find a way to work pieces of it into the interview.

• Tips for conducting a successful interview
• Prepare your questions in advance.
• Keep the session on schedule.
• When possible, ask your questions in a positive manner.
• Ask your source for permission to record the interview when applicable

Visual Components

• Photos
• Photos are a very important part of any news store.  Always take photos of your event. 
• Most media sources prefer digital prints.  Check with your media contact for specific requirements.
• Photos should be high resolution for reprint.  Check with the media contact covering the story for their specific requirements.
• Logos
• Logos, like photos, should be high resolution for reprint.
• Most media sources prefer digital prints.  Check with your media contact for specific requirements. 

Key Relationships

Media

• Newspapers
• Magazines (Weekly and Monthly)
• Remember that monthly magazines have a long lead time (typically 6-18 months), whereas weekly magazine have a much shorter lead time. 
• Editorial calendars for monthly publications are available early in the year.  Contact target media for their calendar to see where your attraction/event might fit best and formulate your approach to accommodate the source.  Remember that contact information is located on the contact page (or masthead) of the publication.
• Internet
• Regularly observe sites on the internet that could provide an outlet for your public relations efforts.
• Check with the internet source for information regarding submitting ideas prior to the actual event.
• Television
• Submit your events on television event calendars by visiting the station’s webpage.
• Many times television reporters are assigned their beats the day of the event.  By following up with your contact, you might be able to influence the likelihood of receiving coverage.
• Provide a press release to the media before the event to maximize coverage.
• When making an appearance: avoid small patterned attire, choose complimentary colors for your surroundings, choose small accessories, do not wear sunglasses or tinted glasses and remove any nametag or badges.
• Radio
• Submit your events on radio event calendars by visiting the station’s webpage.
• Provide opportunities for the interviewer to include relevant sound for the piece.

React in a Flash – Media Site Visits

• No one demonstrates hospitality like Tennessee! 
• When you are hosting a member of the media, accommodate their visit to the best of your ability:
• Provide accommodations for out of town media.
• Complimentary admission to your facility.
• Create an itinerary for the visit.
• Be available to the contact by providing a link to sources.
• Be available to answer any questions they may have during their visit.