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- Editorial Board - Editorial board
members of an individual media outlet are responsible for shaping
the outlet’s positions on particular issues. For example,
this group would hear dialogue from interested parties on both sides
of a topic and then write an editorial column on behalf of the side
they find more convincing.
- Letter-to-the-Editor – A letter-to-the-editor
is a brief letter written to the editor of a newspaper that comments
on a subject recently featured in that publication or a recent current
event that you or your organization believes should be revisited.
- Live tape interview – Live
tape interviews are similar to live interviews, the major difference
being that the interview will be broadcast at a later time but will
not be edited. This format is generally used for guest appearances
on talk shows.
- Live shot - A live shot is a term
used by news room producers or reporters indicating a that an event
will be broadcast as it occurs in real-time and will not be edited.
Live shots are generally used when there is breaking news at a particular
site or during a particular event. Members of the media will approach
organization spokespeople attending or participating in the event
for on-the-spot commentary, often referred to as a stand-up interview.
- Media Advisory – A media advisory
is a notice distributed by an individual or organization, generally
via fax, to members of the media. It usually outlines the schedule
or details of a time-sensitive event you or your group are involved
in or hosting. The information included in a media advisory includes
the event’s ‘who, what, when, where and why’ and
is usually not more than a page long.
- Media Hit – A media hit is
your group’s documented mention in a news story either in
a transcript, print publication, or broadcast tape.
- Op-ed piece – The Op-ed, or
Opinion-editorial, is a written or broadcast segment that highlights
a particular belief or point-of-view. It is generally backed by
well-researched, documented facts. While a letter to the editor
is a direct reaction to a recent news story, the Op-Ed is a more
detailed commentary on a larger issue.
- Pitch – When you call or write
to a member of the media in an effort to attract coverage of a story
or event, this is referred to as a pitch. A pitch can be made by
telephone or in writing in the form of a letter or press release.
A pitch should include a unique newsworthy angle that would entice
the press to attend the event and cover it as a news story.
- Press Release – The news or
press release is a tool to communicate the newsworthiness of an
issue in a matter of seconds. While news releases will sometimes
be printed as they are written, they generally provide background
for a story or interview. Press releases usually describe your organization’s
position on an issue, reaction to an event, or announcement of a
new program. It should include details on the time and place of
the activity, background on the event or issue, and a quote by the
group’s spokesperson when applicable. Whenever possible, news
releases should be double-spaced and one page in length.
- PSA – (Public Service Announcements
or Public Service Advertising.) PSAs are radio, television, or print
messages dealing with a specific cause. Most media outlets allocate
space or time to run these ads free of charge as long as there are
no financial advantages for the group promoting the ad and the ads
are highlighting an issue or cause for the good of the general public
(i.e. it is an educational or informational ad on a social issue
such as the dangers of driving while intoxicated). CADCA has pre-produced
PSAs available for local coalition member use.
- Spin – Spin is a term frequently
used to describe how a particular news event or message is shaped
to portray a specific point of view. Spot – Spot is a common
term used for a commercial on radio or television, and generally
referred to in time increments (i.e. 15 second spot, 30 second spot,
etc). Also used to describe the purchase of TV or radio commercial
time on a market-by-market basis, as opposed to network (national)
purchases (i.e. spot radio versus national radio).
- Stand-up interview – A stand-up
interview is a spontaneous interview that is usually brief and generally
takes place in an impromptu setting (i.e. commentary at a rally
or event.) It can be shown either edited or unedited depending on
the time constraints of the news team (important to be prepared
and confirm this before the tape starts rolling).
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