Becoming a Public Relations Professional – Student Program
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This presentation was used to launch a team of students into professional public relations specialists. Their first client – their own school. The presentation focuses primarily on how to write news releases.
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Becoming a Public Relations Professional – Student Program
- 2. Four Principles For This Team
- 3. Audience First School Positive Deadline Driven Always Professional
- 4. System Workflow Story ideas sub- mitted by writers All stories posted on the website and pro- moted through social media Story options posted by admin 2 stories pitched to the paper by writers Stories selected by writers 2 stories select- ed by admin for paper Stories researched and written Finished stories submitted to admin 1 2 3 4 5678
- 5. Finding Story Ideas School Calendar School Calendar
- 7. Finding Story Ideas Other People
- 8. Idea Test Does it interest me enough to spend time on it? Does the idea have a focus or angle? Does the topic appeal to a Redlands-minded audience? Can you get to the right people as information sources? Does it tell a positive story about your client?
- 9. Thinking caps School Calendar Interesting Topics Teachers doing interesting things Students doing interesting things
- 10. 11 Tips for Interviewing People 11 Tips to Interview People
- 11. 1. Ask Questions that only the subject can answer
- 12. 2. Be interested
- 13. 3. Do your homework
- 14. 4. Know what you want to get out of the interview
- 15. 5. Have a conversation. Make eye contact.
- 16. 6. Design a beginning, middle, and end to the interview
- 17. 7. Record your quotes carefully
- 18. 8. Review and clean up your notes immediately after the interview
- 19. 9. Figure out what interests them
- 20. 10. Push to get anecdotes
- 21. 11. Dont be afraid to say, “I don’t understand.”
- 23. Pick an Angle (make it “newsie”) Know what you to get 1 anecdote 1+ quotes A dash of make believe Interviewees: play the game Rules of the game
- 25. News Releases are like Journalism Provide key information: who, what, where, why, when
- 26. News Releases are like Journalism Tell a story that interests readers
- 27. News Releases are like Journalism Include characters and quotes
- 28. News Releases are like Journalism Writer must think from multiple vantage points
- 29. News Releases are like Journalism Writer must pitch the story to an editor
- 30. News Releases are like Journalism The topic should be “newsie”
- 31. News Releases are NOT like Journalism You’re working for a client “Journalism’s first loyalty is to citizens”
- 32. News Releases are NOT like Journalism You may not choose to write about the opposing view.
- 33. News Releases are NOT like Journalism Your goals are tied to the client’s business objectives
- 35. 1. Lead: Anecdote of 2 mothers’ different shopping methods 2. Introduction of main idea: After learning the basics of consignment shopping, you can save lots of money 3. Body: Benefits of consignment shopping (use quotes) 4. Body: Tips to be a good consignment shopper 5. Body: List of local consignment shops 6. Conclusion: anecdote to tie in with learn Informal Outlines
- 36. Christmas Traditions Gift Giving homemade presents Church service Family Get- togethers Secret Santa Cluster Outlines
- 37. Article Leads
- 38. Body
- 39. Conclusion
- 40. Outline Exercise
- 41. Writing Exercise
- 43. Pitching or Submitting your Story
- 44. 1. Know the person to whom you are pitching.
- 45. 2. Introduce yourself to orient them
- 46. 3. Get their attention
- 47. 4. Layout some details
- 48. 5. Wrap it up by with a what’s included statement
- 49. Writing Exercise
- 51. 4 Selected Stories – $50 each 2 Selected for newspaper – additional $25 1. Create a professional services invoice template 2. Submit invoice by email to Program Admin in 1st week of the month
- 52. 1. Your name and contact info 2. Date of Invoice 3. Invoice # 4. Bill to: 5. Description of service and amount (totaled at the bottom) 6. Instructions on how to pay the invoice 7. Terms of payment 8. Thank you message Invoice Should Have this Information