• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Write for media ucsd_ext_spring12_8
 

Write for media ucsd_ext_spring12_8

on

  • 400 views

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

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

Statistics

Views

Total Views
400
Views on SlideShare
400
Embed Views
0

Actions

Likes
0
Downloads
9
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

Write for media ucsd_ext_spring12_8 Write for media ucsd_ext_spring12_8 Presentation Transcript

  • Writing for Media Session #8 “Writing Public Relations” UCSD Extension Spring 2012
  • Public Relations• What is it?
  • The Process• Research• Planning• Communication• Evaluation
  • Research• Find out everything about company• Talking with people w/in organization• Reading reports and backgrounders• Interviewing top execs• Examine similar organizations
  • Research (cont.)• Holding focus groups• Conducting surveys and experiments• Know your audience
  • Planning• Need objective• Channels• Tools/Services• Message• Measure• Anything else?
  • Communication• Who• What• Why• When• Where• How
  • Evaluation• Did the plan work?• Right messaging?• Desired impact or effects?• Accomplish objectives?• How to continue success?• Adjustments need to be made?
  • Publics or Audiences• Internal: • Staff, contractors, stockholders, members, families, etc.• External: • Consumers, news media, contributors, etc.
  • PR Work• Communication w/ internal/external publics• Coach execs on good PR practices• Work with news media• Produce public functions/events
  • PR Tasks• Press releases• Articles• Letters• Speeches• PSAs• Brochures
  • PR People• Verbal acrobats• Organize effectively• Work efficiently• Meeting deadlines• Quick study to understand subjects• Deep regard for accuracy
  • 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?
  • Press Release Checklist• Newsworthy?• Compelling lead?• Who, what, why, when, where, and how?• Written like news? (GSP)• Contact info?• Include quotes?
  • 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
  • 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?
  • Company Publications• Newsletters• Brochures• Company magazines• Annual reports• Websites/blogs
  • Presentations• Slideshows• Statements• Speeches• Panels• Interviewees
  • Questions...