M. Jessica Contrera | Oct. 19, 2011
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| Photo by Jessica Contrera |
| IU communications associate vice president Mark Land talked to members of the IU chapter of NABJ Tuesday about ways to create effective press releases. |
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The IU chapter of the National Association of Black Journalists heard from one of IU's top communications professionals Tuesday evening as Mark Land, associate vice president of university communications, led the group in a discussion about press releases.
Before taking on his current post, Land was corporate communications director at Cummins in Columbus, Ind., and previously had worked as a newspaper reporter and editor. He also frequently teaches at the School of Journalism as an adjunct instructor.
Land said his diverse background taught him the similarities among the fields.
“Journalism and PR are opposite sides of the same coin,” Land said. “They need each other to get their jobs done.”
Press releases are the most common method of communication between public relations officials and journalists. Land taught the group two basic but essential lessons on press releases.
First, he said, understand how media work.
“With staff cuts happening at most newspapers, reporters today have more to do with less time and attention to invest in doing it,” Land said. “If you put together a solid press release that they can run with very minimal reworking, the chances it will run are greater.”
Land said he recommends making press releases look as much like news stories as possible. This includes getting the important information, like the 5 Ws, into the first few paragraphs.
“Give the facts,” Land said. “Don’t worry about flowery language or being creative because at the end of the day, the journalists just want the information.”
Land said it’s also crucial to anticipate the questions journalists will have and answer them in the press release.
“Some might say you don’t want to give away too much, but if they’re going to ask anyway, just address it as soon as possible,” Land said.
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| Photo by Jessica Contrera |
| Land told students to know how media work in order to encourage reporters and editors to work with you as a public relations |
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“There are so many vehicles to get your message out there,” Land said. “But at the same time, that makes it harder for people to remember your message.”
Land’s point was that public relations officials must think critically about the best way to deliver a message.
“You should be selective about what qualifies a press release,” Land said. “Look for other ways to get the word out.”
Land said public relations officials should also be selective about when to contact the media.
“We’ve all had that friend who acts as if every text and call is the most important thing in the world,” Land said. “After a while, you start ignoring that friend.”
Land said the same thing would happen if you constantly contact reporters.
“If you only contact them with truly important things, they are more inclined to listen when you do,” Land said.
Land finished his visit with questions and answer period. He spoke briefly about how journalism school trains students for the real world.
“Mark is a wealth of information for our students,” said Director of Career Services Marcia Debnam, who is the staff adviser for the chapter. “He’s been in news, corporate communications, public relations and teaching. He’s the whole package.”
NABJ members noted Land’s takeaway messages.
“He was very passionate about how the things we learn in class are the tools we need for the future,” said chapter vice president Jory Stewart. “It was really beneficial to hear that.”
Stewart said NABJ plans to invite more speakers like Land to come to the group’s meetings throughout the year.
For more information about NABJ, visit the group’s blog, The Grapevine.
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