My eighth week at the OBA

Last week at the OBA, I enjoyed a new experience. I was given the opportunity to work with one of the communications specialists on staff in sending press releases out. The releases I composed regarding the OBA Law Day Contest winners were proofed and ready for release. The OBA Director of Communications requested that the releases be sent out by Friday afternoon, so we began the process of identifying the appropriate publications to contact. The releases were written for each county that had first place, second place or honorable mention recipients. The communications specialist I worked with taught me how to use the Oklahoma Finder Binder to locate newspapers in each county to send the releases to. The releases were then e-mailed to the appropriate contacts at each publication with attached photos of the winners and their work. It was interesting for me to learn the protocol for how the OBA’s public relations staff pitches news releases. It was also interesting to learn about the process of press release distribution and the importance of providing the media with accessible, useful, relevant information. I also learned firsthand how significant e-mail subject lines are when corresponding with reporters.

I’ve enjoyed having the opportunity to research information for press releases and compose them. I feel that I now have well-rounded knowledge of that sector of media relations. It is also nice to be more familiar with the names and locations of various Oklahoman publications.

It came in handy that earlier in the week I was asked to update the OBA’s Finder Binder. I transferred the personal notes of staff members to the new pages of the 2010 edition. It was interesting to see how relationships with media contacts made the reference more useful. I learned how building a rapport with reporters can make publication of a release more likely and can also make the distribution more accurate.

This was also a chance for me to apply textbook and classroom information about public relations ethics to a real world situation. I can understand now how easy it would be resort to inappropriate “bribes” or “favors” in relationships with members of mass media when trying to gain exposure for a client. The most worthy news should gain the most coverage regardless of which source the reporters personally favor the most. Keeping practices professional and ethical ensures that public relations staff work hard to keep their clients in the media forefront as a result of skill and merit.

Last week, I also gained some experience with creating visually favorable layout and design elements of documents. In previous weeks, I drafted the Law Day certificates for Oklahoma students who were acknowledged for their work. Last week, I printed the certificates off on the paper that had been ordered and learned how small details can make a lot of difference in the overall effectiveness of documents.