Write for media ucsd_ext_spring12_8

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This session covers writing in the public relations industry: tasks, responsibilities, strategies, etc.

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  • Write for media ucsd_ext_spring12_8

    1. 1. Writing for Media Session #8 “Writing Public Relations” UCSD Extension Spring 2012
    2. 2. Public Relations• What is it?
    3. 3. The Process• Research• Planning• Communication• Evaluation
    4. 4. Research• Find out everything about company• Talking with people w/in organization• Reading reports and backgrounders• Interviewing top execs• Examine similar organizations
    5. 5. Research (cont.)• Holding focus groups• Conducting surveys and experiments• Know your audience
    6. 6. Planning• Need objective• Channels• Tools/Services• Message• Measure• Anything else?
    7. 7. Communication• Who• What• Why• When• Where• How
    8. 8. Evaluation• Did the plan work?• Right messaging?• Desired impact or effects?• Accomplish objectives?• How to continue success?• Adjustments need to be made?
    9. 9. Publics or Audiences• Internal: • Staff, contractors, stockholders, members, families, etc.• External: • Consumers, news media, contributors, etc.
    10. 10. PR Work• Communication w/ internal/external publics• Coach execs on good PR practices• Work with news media• Produce public functions/events
    11. 11. PR Tasks• Press releases• Articles• Letters• Speeches• PSAs• Brochures
    12. 12. PR People• Verbal acrobats• Organize effectively• Work efficiently• Meeting deadlines• Quick study to understand subjects• Deep regard for accuracy
    13. 13. Press release• Announces timely news item• Springboard to an article• Gain customer testimonials• Use source as a future resource• Newsletter, blog, tweet material• Anything else?
    14. 14. Press Release Checklist• Newsworthy?• Compelling lead?• Who, what, why, when, where, and how?• Written like news? (GSP)• Contact info?• Include quotes?
    15. 15. Video News Release• B-roll• Source quoted on video• Voice-over background material • Soup company: “soup is good food” VNR • Brokerage firm: “advantages of buying stock” VNR
    16. 16. A Letter• Still powerful form of communication• Direct message to the person• Requires precise and concise writing• Understand its purpose• What action is expected or intended?
    17. 17. Company Publications• Newsletters• Brochures• Company magazines• Annual reports• Websites/blogs
    18. 18. Presentations• Slideshows• Statements• Speeches• Panels• Interviewees
    19. 19. Questions...

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