Tools and policies for     communication have changed:• The old philosophy was top down. For  example, a company wanting t...
Here are four one-way applications for presenting information to the public:• newsletters• brochures• white papers• podcas...
A typical newsletter includes         most of these 10 elements:•   banner•   table of contents•   headlines•   bylines•  ...
A typical newsletter includes     most of these 10 elements (cont.):•   continuation headings•   photographs•   pull quote...
Follow these four suggestions       when creating a brochure:• Decide where and how your brochure will be  reproduced.• De...
Follow these seven suggestions    for writing an effective white paper:• Communicate useful information.• Use a subtle app...
Practice these six ethical values     when marketing your organization:•   honesty•   responsibility•   fairness•   respec...
Follow these four steps             when creating a podcast:•   Prepare for your podcast.•   Record the podcast.•   Edit t...
Three social-media applications     for connecting with the public:• discussion boards• blogs• wikis     Chapter 22. Conne...
Follow these six guidelines    when posting to discussion boards:•   Share your knowledge.•   Do your homework before post...
Follow these six guidelines             when writing a blog:• Know and follow your company’s blogging  policies.• Provide ...
Follow these six suggestions              when using a wiki:•   Know your audience.•   Keep your wiki up-to-date.•   Integ...
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Ch22 slides

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Prof. Wozencraft
ENG227

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Ch22 slides

  1. 1. Tools and policies for communication have changed:• The old philosophy was top down. For example, a company wanting to publicize a new product would issue press releases, write articles for trade magazines, and place ads in magazines and on TV.• The new philosophy is bottom up. Now, a company uses social media to connect with its various stakeholders. Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 1
  2. 2. Here are four one-way applications for presenting information to the public:• newsletters• brochures• white papers• podcasts Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 2
  3. 3. A typical newsletter includes most of these 10 elements:• banner• table of contents• headlines• bylines• jump lines and end signs Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 3
  4. 4. A typical newsletter includes most of these 10 elements (cont.):• continuation headings• photographs• pull quotes• publisher• postal information Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 4
  5. 5. Follow these four suggestions when creating a brochure:• Decide where and how your brochure will be reproduced.• Design your information to fit appropriately on the panels.• Use the front panel to attract attention.• Avoid design clichés. Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 5
  6. 6. Follow these seven suggestions for writing an effective white paper:• Communicate useful information.• Use a subtle approach.• Cite your sources.• Make the white paper easy to skim and navigate.• Help readers who don’t know all the jargon.• Make sure the white paper prints well in black and white.• End with a call to action. Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 6
  7. 7. Practice these six ethical values when marketing your organization:• honesty• responsibility• fairness• respect• openness• citizenship Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 7
  8. 8. Follow these four steps when creating a podcast:• Prepare for your podcast.• Record the podcast.• Edit the podcast.• Publish the podcast. Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 8
  9. 9. Three social-media applications for connecting with the public:• discussion boards• blogs• wikis Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 9
  10. 10. Follow these six guidelines when posting to discussion boards:• Share your knowledge.• Do your homework before posting a question.• Support your claims with evidence.• Stay on topic.• Avoid personal attacks.• Disclose potential conflicts of interest. Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 10
  11. 11. Follow these six guidelines when writing a blog:• Know and follow your company’s blogging policies.• Provide good content without saying too much.• Use an authentic voice.• Avoid conflicts of interest.• Manage your time carefully.• Follow up on negative comments. Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 11
  12. 12. Follow these six suggestions when using a wiki:• Know your audience.• Keep your wiki up-to-date.• Integrate the wiki with other documentation.• Integrate the wiki within your community.• Make organization a high priority.• Help reluctant users get involved. Chapter 22. Connecting with the Public © 2012 by Bedford/St. Martins 12
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