Writingfor Media - PR class
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Transcript

  • 1. Writing for the Mass Media “Public Relations” UCSD Extension Mike Lawson 760/845-8146 [email_address]
  • 2. PR Folks Wear Many Hats
    • Handle Communication with the External Publics of an Organization
    • Counsel Management and Other Org Employees on How Best to Deal with Important Audiences
    • Handle Communication with the Internal Publics of an Org
    • Work with News Media to Get Info about the Org
  • 3. Wearing Many Hats cont.
    • Help to Produce Public Functions and Events
    • Research
    • Planning
    • Communication
    • Evaluation
  • 4. Charactics of a PR Person
    • PR writers have a dual role
    • Ability to write and use language effectively
    • Ability to work effectively with many people in various situations
  • 5. Eric the Red
    • Who was he?
    • Should we trust him?
    • What’s a flack?
  • 6. News Releases
    • Most common form/tool of PR
    • Write like a story
    • Think about audience
    • Be concise!
    • Answer 5 Ws and H
    • Apply News Values (Chap. 4)
    • Fewer than 10% of PRs are placed
    • Include 3rd parties in releases for objective content
  • 7. News release - 3 things
    • Headline
    • Contact info
    • “ For Immediate Release”
  • 8. More news release…
    • Written in inverted pyramid
    • Lead paragraph muy importante
    • Sentences short
    • Paragraphs be brief
    • Avoid wordiness
    • Proper ID of sources mentioned
  • 9. Letters
    • Good way to get direct message to straight to audience
    • Tell story quickly or will be ineffective
    • Must be personal and professional
  • 10. Letters Guidelines
    • Don’t be obsequious
    • Don’t be overly complimentary
    • Don’t try to be too funny
    • Avoid referring to personal characteristics
    • Use personal pronouns
    • Avoid impersonal constructions
    • Avoid passive voice
    • Avoid using technical language
    • Avoid wordiness
  • 11. Company Publications
    • Newsletters
    • Pamphlets and brochures
    • Annual reports
    • Websites
    • Blogs
    • Twitter feeds
  • 12. Oral Presentatons
    • Speeches
      • Informative
      • Persuasive
      • Entertaining
    • Statements
      • Short oral presentation
    • Slide presentations
      • PowerPoint presentations (Microsoft)
      • KeyNote (Apple)
  • 13. Speeches
    • Keep them around 30 minutes
    • Intro speaker and establish relationship with audience
    • Warm audience with a humorous story
    • Establish subject
    • Expand on points in middle
    • Use striking quotes, ancient quotes, obscure fact to gain attention
    • Provide summary in end
  • 14. Conclusion
    • PR requires a lot of writing
    • PR requires a lot of research
    • PR requires precise execution
    • PR requires constant follow up
    • PR requires tracking and reporting
  • 15. Finally…
    • Questions?