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sier, like autumn flies, they become revived during the holidays, they emerge from somewhere, and no one is alone...” Anyone who read this letter during the holiday season must have given it some thought. Some may even have cut it out and preserved it as a gift “from them” Inevitably the question arises: who is richer? We who celebrate the holidays among the sea of blinking electric lights which promise happiness from the acqui sition of material possessions? And from displaying these acquisitions before others? Or perhaps “they” are richer, they who in the face of the hardest circumstances know how to remain spiri tually free, how to deeply feel, how to experience the es sence, not just the form. Their suffering gives them an awareness that they are standing up for the rights of their nation and their people... The values that they acquire are unchanging, eternal, and unmeasureable by any monetary or material criteria. Wouldn't it be wonderful to renounce for their bene fit just a small portion of our often luxurious comforts, and in return to receive their words and thoughts: poems, letters, petitions to governments, records of pro test and demonstrations. These gifts would allow us to re-evaluate how, why and what we are living for. They would lead us to the conviction that a person’s value lies not in his or her material possessions, not in who he or she is, but, above all, in what kind of person he or she is, and in what he or she lives for. ‘HOW TO WORK WITH THE PRESS PROPERLY" TANIA BUTOVICH The purpose of my presentation is to aid and familiarize the press person with the working press. It is essential to form a proper image when working with the press. That is why I am pointing out publicity handling principles which bear in mind both the press person’s objectives and the newspapers’s point of view. A more widespread understanding and acceptance of such principles is important for two reasons. 1. newspapers are being subjected to steadily increasing spressure for space from outside special interests 2. newspapers are beginning to regard such outside in terests as a source of solid genuine news. The outline presented, I hope, will direct the press person toward formulating her ideas, words and personal philosophy to obtain proper publicity coverage. I. THE CITY DESK To the press relations person the most important area of a newspaper is the city desk. You are not really in business until you know the city desk and understand its functions. A. The City Editor 1. the city editor decides which special section of the newspaper will deal with your press release, so it is important to direct your press release to the city editor and another re lease to the editor of the special department. 2. just by the type of press release ent, the editor has formed some image of ou on the basis of the publicity techniques you employ. 3. try to avoid the following publicity practices that are guaranteed to make you "perona non grata” with almost any editor. (a) shoddy releases (b) long winded telephone calls (c) outside pressure B. The Reporter 1. if a news release is only sent to a reporter he or she al most never cover your event or even follow up your press release without having been assigned to do so by the city editor or his assistant. This article had been presented as a paper at the Commission of Public Relations 18th UNWLA Convention. 2. if a reporter is assigned by the editor to cover your news, there is a 50-50 chance of it appearing in print, it will depend heavily upon the nature and news value of your story. Today, press and public relations are recognized as im portant allies of journalism. Few editors or reporters will ignore the existence of a press person the first time around when they are gathering information about an organization or business enterprise. C. Deadlines 1. be familiar with each newspapers deadline — if you are not sure call the newspaper. 2. deadlines are more important when reporting the news — so time your announcement- II. PREPARING THE PRESS RELEASE Generally speaking, the press release (news release, publicity release or handout) can be defined as a communique from the publicity man to the newspaperman bringing to his attention a timely piece of information about some company, organisation or other special interst group. To the newspaper the press release is the accepted method of communication between newspaperman and press person. N. B. (a telephoned press release will be brushed off, where as written press release will receive attention). Whether it will hold attention depends entirely upon the press person who sent the release. Press releases that are badly conceived, badly written and presented to the wrong edition will have less of a chance of being in the news. It is up to the press person to turn out the kind of release that will win acceptance. A study conducted by the Lock Haven Express a small daily newspaper in Pennsylvania found that editors documented some important reasons why so many releases are failing to achieve their objectives. These reasons are: 1. no local angle Видання C оюзу Українок A мерики - перевидано в електронному форматі в 2012 році . A рхів C У A - Ню Йорк , Н . Й . C Ш A.
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