Jurnalistii nu sunt redusi mintal – sau alta greseala de PR
Va era dor de partea de greseli de PR pe acest blog? Credeati ca a disparut? Nu. N-avem noi norocul asta. Cel putin nu inca.
Astazi vorbim putin tot despre comunicatele de presa – dar din cu totul si cu totul alt unghi.
Stiti voi vremea inceputurilor in PR? Bine… evident ca nu ati avut cum sa activati atunci – insa poate ati citit. Ati lecturat poate si carti despre tehnici de redactare in relatiile publice – repet, de la inceput.
O scurta istorie: pe vremuri nu exista email, comunicare imediata, site-uri de comunicate si asa mai departe. Jurnalistii primeau faxuri cu comunicatele de presa ale companiilor. In acest sens ca specialist PR trebuia sa respecti cateva reguli dintre care esentiale pentru insemnarea de azi sunt:
- comunicatul se scria spatiat la 1,5 – 2 randuri
- comunicatul se redacta pe o pagina cu margini generoase – 3 cm.
Motivul era simplu: tocmai pentru ca jurnalistul primea comunicatul in format fax, putea sa faca diverse adnotari menite a-l ajuta in redactarea stirii finale.
Datorita adnotarilor se mai intampla ca un comunicat sa depaseasca o pagina. Ei bine, in acest caz – tocmai ca sa nu se amestece cu altfel de faxuri – se scria undeva in subsolul paginii – Page 1 of 2 (de ex.).
Astazi traim in epoca Internetului si a comunicarii prin email. Ce inseamna acest lucru? Simplu: jurnalistii primesc comunicatele via email. Aceste materiale sunt de obicei documente (sau pot fi copiate in documente) tip text. Acestea pot fi extrem de usor de editat. In consecinta nu mai e nevoie nici de atata spatiu stanga dreapta si, mai ales, nu e necesar sa se scrie jos (si nici macar in subsol si respectiv antet pe pagina urmatoare) “Continua pe pagina urmatoare/Continua de pe pagina anterioara”.
Unii vor sari ca arsi (simtindu-se – sper) si vor spune ca acest lucru atrage atentia jurnalistului ca pe pagina urmatoare exista alte informatii. Pe de alta parte jurnalistii au programe (ca oricine altcineva) unde apare clar la partea de detalii cate pagini are documentul. La fel, nimeni (sau cel putin asa cred) nu se opreste din scroll dupa prima pagina – daca mai sunt informatii de citit.
Evident ca daca revenim la partea de reguli apropo de comunicat de presa ar trebui sa ne aducem aminte ca un comunicat trebuie sa aiba maxim o pagina format A4. Ca atare nici nu ar trebui sa mai fie cazul de pagini urmatoare. Se poate insa ca informatiile de contact sau alte elemente sa ajunga in pagina 2. Nu e un motiv insa sa consideram ca trebuie precizat clar continua pe sau de pe ca si cand jurnalistul ar fi un retardat ce nu poate citi si singur intreg documentul.
Poate ca nu e o greseala vitala – dar spune ceva despre respectul agentiei/pr-ului pentru jurnalistul caruia ii trimite astfel comunicatul.
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