Popular Publicity Tools
- Letter to Editor: Probably the least expensive and most broadly underestimated publicity tool; "letters" columns are widely read.
- Media Advisory or News Alert: For use in calling attention to an upcoming event, study, etc.
- Press Briefing: To provide background information to enhance understanding of particular topic or issue.
- Press Conference: To deliver true news and provide an immediate opportunity to expand the topic via questions and answers.
- Video News Release (VNR): A roughly 2-2 ½ minute segment designed to provide your story as a television news segment; can be delivered as a "hard copy" cassette or sent via satellite to television stations across the nation.
- "B Roll": Video providing the key pieces of your story in contrast to the complete story delivered via video news releases (VNRs) - for instance, an interview that television reporters can include in the story they've put together themselves; can be delivered as above.
- Editorial Board Meeting: To provide the opportunity to introduce/air a specific issue and respond to questions; a good opportunity to provide background information and your carefully developed perspective. It's useful to reinforce key points with a concise handout and to disseminate well-organized data and other supporting documentation to reinforce your viewpoints.
- Op-Ed Piece: An editorial or opinion page piece developed to persuasively set forth your viewpoint.
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