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ERIC Number: EJ888822
Record Type: Journal
Publication Date: 2006-Oct
Pages: 4
Abstractor: ERIC
Reference Count: 0
ISSN: ISSN-1740-4622
Understanding the Press Kit and Its Use by the Media: When PR Material Becomes News
Weisgerber, Corinne
Communication Teacher, v20 n4 p93-96 Oct 2006
This activity helps students understand the relationship between public relations (PR) writing and news writing by demonstrating how PR material gets used in the production of news stories. Considering that "more than 70 percent of daily newspaper copy emanates from PR-generated releases," it is important for students to learn how PR professionals rely on the press to get their messages across. This activity tries to accomplish this goal by asking students to compare a news release and a fact sheet to an actual news story based on the same PR material. The activity not only illustrates what happens to PR material once it is sent to the press, but also forces students to examine the ethics behind the practice of using canned PR material as a source of news stories. [A list of references and suggested readings is included.]
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Publication Type: Guides - Classroom - Teacher; Journal Articles; Reports - Descriptive
Education Level: N/A
Audience: Teachers
Language: English
Sponsor: N/A
Authoring Institution: N/A