MIXED MEDIAThe Web site—which appeared in more than 15 languages for users
around the world—showed an online video of Eckert speaking from
his office. He repeated his apology, and then directed consumers to
links on the Web that had more detailed information. Clicking on
product-name links brought users to sites that had manufacturing
codes, product photos and a Frequently Asked Questions feature. This
helped confused customers figure out if they had purchased a toy from
a recalled batch. Those who had could then receive prepaid mailing
labels through e-mail and return the toys for a refund.
Not only did this use of the Web site help public relations with
customers, it helped with large toy store chains that carried Mattel
products. Places such as Wal-Mart and Toys “R” Us were able to avoid
costumer complaints by directing people to the Mattel Web site.Getting Messages to the Public
Companies often turn to technology to get a message out quickly
when there isn’t time to arrange a press conference. Public relations
agents can quickly and efficiently reach thousands of reporters or
broadcasters by e-mailing or faxing news releases or by sending
video footage or sound bites directly to TV stations. They can also
use Web sites, blogs and text messages to reach millions of people
around the world.
A news release is information from a source that has an interest
in getting information out to the public. News releases come from non-
media sources such as businesses, nonprofit organizations and public
relations companies. They provide information to the media. News
releases can be faxed or e-mailed; however, some releases are still mailed
and may include video footage, product samples or photos. A press
release is written in a story format and includes a headline, dateline,
lead, body and contact information. A fact sheet is like a news release,
but instead of being written in news story format, it lists bulleted facts.
News releases and fact sheets give reporters names and phone numbers
of persons to contact for quotations, photographs or interviews.
Reporters should be cautious when using news releases. They are
good for story ideas and basic information, but they should never be
used without verifying the facts and changing the style to that of the
492These are some of the toys
recalled by Mattel in the summer
of 2007.
news release
information prepared in
a news story format and
distributed to the media
to share information and
generate publicity
fact sheet
a list of facts; similar to a
news release in that it is
a way to communicate
information quickly and
easily to the media