ERIC Number: ED184496
Record Type: RIE
Publication Date: 1978-Dec
Reference Count: 0
Making Your News Service More Effective. Second Edition.
Berger, Joel S., Ed.
This handbook is intended as a reference tool for use in the college or university's public information office, news bureau, information services, or public relations office. An update of an earlier edition, it presents articles by a number of authors, some from CASE Currents, bulletin of the Council for Advancement and Support of Education. It also contains a new section entitled "Managing the News Services: Futures File Ideas". The first section, Managing the News Service, discusses staffing and small office survival. The next section, News Service Operation: The Basics and More, covers metropolitan media, state and local exposure, coverage without releases, staging a news conference, developing a faculty news contact directory, meeting the press, targeting news releases, and reference folders. A chapter on News Service Operation: Print Emphasis examines feature writing, color in covering the arts, science writing made easy, preparing releases for optical character recognition typesetting, and a feature service for dailies. News Service Operation: Radio-TV examines basic broadcasting facts, writing broadcast news, increasing radio coverage, procuding radio news, setting up and keeping lively a radio series, working with television news, producing effective TV public service announcements, and television news clips. Finally, the futures file ideas include those on mini-cams, public relations by objective, cable television, news photos, glossy photographs, hometown releases, computerizing news, cultivating campus and media for better coverage, planning for a crisis, and the public relations crisis. (MSE)
Descriptors: Advertising, Broadcast Industry, Cable Television, Directories, Higher Education, Marketing, Mass Media, News Reporting, News Writing, Photography, Public Relations, Publicity, Radio, Television
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Publication Type: Guides - Non-Classroom; Collected Works - General
Education Level: N/A
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.