Chapter 9 C.A.T.

Posted: September 15, 2013 in C.A.T
Tags: ,

Chapter 9 informed future PR writers of the differences between newsletters and feature writing. Newsletters differ from feature writing in that they revolve almost explicitly around one general topic and are utilized primarily to establish positive relationships with the public/consumer. Newsletters are established periodicals and therefore must be prompt, professional and ACCURATE. There are many factors that culminate into a successful newsletter, the most important being:

  • timeliness: prompt “newsworthy” news
  • relevance: a quality that makes media feel like they want/need the news
  • proximity: local relevance; close
  • prominence: individual(s) involves that attract significant attention
  • rarity: idiosyncrasies or oddities that aren’t exactly well known
  • trendiness: similar to relevance, but focused more on “what’s current”
  • human interest: the ability to capitalize on human’s primary interest in human behavior.

An interesting fact that I took from this chapter (aside from the above listed), was the fact that newsletters and hour Alison are often times marked by a single determiner–the ability to deliver accurate news with an unwavering sign of objectivity. Remaining impartial, positioning and supporting reporters’ and editors’ needs remain high on the “to do” list.

[Image via PRinyourpajamas]


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