Avionics News October 2013 - 60
WORKING WITH AVIATION MEDIA
Continued from page 58
As long as we’re getting into the
minutia of labeling news release files,
give the document a name that’s going
to help the editor find it again on his
or her computer. “News Release 17”
isn’t a good file name when the editor
has countless news releases on his
computer – neither is labeling a photo
by calling it “photo.” If you’re sending
a photo of a person to the media, give
the photo the same name as the person
featured – and the company name, as
well. “George Smith, XYZ Avionics”
is a useful name for a photo file.
Don’t Forget the Photos
In your efforts to get positive
publicity, you have a not-sosecret weapon: photography. It
used to be that publications had
healthy budgets for photography
and would prefer to use their own
pictures, but those days are gone.
“High-quality and highresolution photos are essential
if you expect extensive media
coverage,” McClellan said.
Here’s my rule of thumb about
good photography: A good photo
can turn a little mention into a
big mention, a small story into a
bigger story, and a bigger story
into a cover story. As for what
constitutes “good,” bear in mind
that a photo with something
happening is always more
interesting than a plain product
picture, an empty hangar or the
flat outside of a building.
About avionics, Goyer said,
“Generally, avionics are best
shown being used. Black-box
photos are as dull as they sound.
But if that’s what the box is, that’s
what it is.”
It’s not complicated; anyone
would rather look at a piece of
avionics equipment in place, being
used, with the numbers and other
graphics displaying accurately
for a flight in an aircraft’s panel
or interior than a black box
photographed inside a studio.
And when it comes to sending
the media your photos, McClellan
advised, “Please don’t send large
image files along with your release.
Include PDF or other compact image
files, and put the high-resolution
images on a site where media can
download only the images they
expect to use. It’s all about sitting
around waiting for your computer to
handle large files.”
Press Conferences and Media Days
Time was – some years ago
– that any substantial company
could routinely host a media day
and summon editors from far and
wide to their location. The oldfashioned media day that began
with a briefing and ended with a
cocktail party is largely a thing of
the past. “Media days are a burden
in these days of shrinking staffs
60
avionics news
•
october
2013
http://www.beckerusa.com
Avionics News October 2013
Table of Contents for the Digital Edition of Avionics News October 2013
Avionics News October 2013 - Intro
Avionics News October 2013 - Cover1
Avionics News October 2013 - Cover2
Avionics News October 2013 - 1
Avionics News October 2013 - 2
Avionics News October 2013 - 3
Avionics News October 2013 - 4
Avionics News October 2013 - 5
Avionics News October 2013 - 6
Avionics News October 2013 - 7
Avionics News October 2013 - 8
Avionics News October 2013 - 9
Avionics News October 2013 - 10
Avionics News October 2013 - 11
Avionics News October 2013 - 12
Avionics News October 2013 - 13
Avionics News October 2013 - 14
Avionics News October 2013 - 15
Avionics News October 2013 - 16
Avionics News October 2013 - 17
Avionics News October 2013 - 18
Avionics News October 2013 - 19
Avionics News October 2013 - 20
Avionics News October 2013 - 21
Avionics News October 2013 - 22
Avionics News October 2013 - 23
Avionics News October 2013 - 24
Avionics News October 2013 - 25
Avionics News October 2013 - 26
Avionics News October 2013 - 27
Avionics News October 2013 - 28
Avionics News October 2013 - 29
Avionics News October 2013 - 30
Avionics News October 2013 - 31
Avionics News October 2013 - 32
Avionics News October 2013 - 33
Avionics News October 2013 - 34
Avionics News October 2013 - 35
Avionics News October 2013 - 36
Avionics News October 2013 - 37
Avionics News October 2013 - 38
Avionics News October 2013 - 39
Avionics News October 2013 - 40
Avionics News October 2013 - 41
Avionics News October 2013 - 42
Avionics News October 2013 - 43
Avionics News October 2013 - 44
Avionics News October 2013 - 45
Avionics News October 2013 - 46
Avionics News October 2013 - 47
Avionics News October 2013 - 48
Avionics News October 2013 - 49
Avionics News October 2013 - 50
Avionics News October 2013 - 51
Avionics News October 2013 - 52
Avionics News October 2013 - 53
Avionics News October 2013 - 54
Avionics News October 2013 - 55
Avionics News October 2013 - 56
Avionics News October 2013 - 57
Avionics News October 2013 - 58
Avionics News October 2013 - 59
Avionics News October 2013 - 60
Avionics News October 2013 - 61
Avionics News October 2013 - 62
Avionics News October 2013 - 63
Avionics News October 2013 - 64
Avionics News October 2013 - 65
Avionics News October 2013 - 66
Avionics News October 2013 - 67
Avionics News October 2013 - 68
Avionics News October 2013 - 69
Avionics News October 2013 - 70
Avionics News October 2013 - 71
Avionics News October 2013 - 72
Avionics News October 2013 - 73
Avionics News October 2013 - 74
Avionics News October 2013 - 75
Avionics News October 2013 - 76
Avionics News October 2013 - 77
Avionics News October 2013 - 78
Avionics News October 2013 - 79
Avionics News October 2013 - 80
Avionics News October 2013 - 81
Avionics News October 2013 - 82
Avionics News October 2013 - 83
Avionics News October 2013 - 84
Avionics News October 2013 - 85
Avionics News October 2013 - 86
Avionics News October 2013 - 87
Avionics News October 2013 - 88
Avionics News October 2013 - Cover3
Avionics News October 2013 - Cover4
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