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Chapter 1

Chapter 1

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Comm Methods Chapter 1 Comm Methods Chapter 1 Presentation Transcript

  • Preparing for Writing Public Relations
  • Components of Public Relations
    • Research
    • Planning
    • Communication
    • Evaluation
  • Reporter vs. Public Relations
    • Reporters
      • Maintain neutrality
      • Writes to one audience
      • One channel (normally) to communicate through
    • Public Relations Writers
      • Advocacy, not objectivity
      • Writes to many different audiences
      • Have tons of channels to use for communication
  • Writing is one of five skills
    • Knowledge of Communications
    • Knowledge of Public Relations
    • Knowledge of Current Events
    • Knowledge of Business
    • Knowledge of Management
    • We are advocates, and we need to remember that. We are advocates of a particular point of view, our client’s or our employer’s point of view. And while we recognize that serving the public interest best serves our client’s interest, we are not journalists. That’s not our job.
    • Harold Burson, chairman of Burson-Marsteller
  • Tools
    • Computer
    • Pen and Paper
    • Access to the Internet
    • Dictionary
    • Encyclopedia
    • Stylebook
    • Thesaurus
    • Atlas
    • Press Directory
    • Professional Periodicals
    • e-mail
    • Cell phone
    • Media Directory
  • Like a reporter, the PR writer must do research
    • Current Events and Trends
    • Organizations goals and objectives
    • Competing interests
  • Research: Prelude to Writing
    • Inquiries via telephone/e-mail
    • Interviews
    • Internet and World Wide Web
    • Online networks
  • The #1 skill needed…
    • The ability to write
  • Writing Guidelines: Outline Purpose
    • What do you want the audience to do?
    • Who is your target audience?
    • What are their needs, interests, concerns?
    • What is your message?
    • Which communication channel(s) is most effective?
    • Who is the most believable spokesperson?
    • Once this is done, go back to #4 and list all the facts, statistics, examples, etc. you will use to support this message.
  • Writing Guidelines: Outline Purpose
    • What do you want the audience to do?
    • Who is your target audience?
    • What are their needs, interests, concerns?
    • What is your message?
    • Which communication channel(s) is most effective?
    • Who is the most believable spokesperson?
  • Writing Guidelines
    • Sentences should be clear and concise
      • 15-17 words per sentence
    • Paragraphs: shorter is better than longer
    • Word Choice: simple words
      • Write to the fourth to sixth grade level
    • Verbs: Active, Present Tense
    • Imagery, Imagery, Imagery!!
      • Use strong visual descriptions
  • Errors to Avoid
    • Spelling
      • (ex. Pubic Relations?)
    • Avoid Jargon
    • Poor Sentence Structure
    • Wrong Words
    • Sound-Alike Words
    • Redundancies
    • Too Many ##s
    • Hype (Don’t exaggerate)
    • Bias/Stereotypes
    • Politically Incorrect Language
  • Guidelines for Effective Writing
    • Know your readers!
    • Stress “you” benefits - what is the benefit for the reader
    • Have a single communication objective - do you want to inform or persuade?
    • Use subject lines, & short paragraphs
    • Write strong introductions and conclusions
    • Write in active voice
    • Leave your reader with a challenge or action to accomplish