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Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
Writing for the Public
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Writing for the Public

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Transcript

  • 1. Writing for the Public<br />
  • 2. A Public<br /> “A public is any group of people tied together by some common factor. There are many such groups.”<br />
  • 3. The Public in PR Should Be Publics <br /> Identify potential publics for your backgrounder.<br />
  • 4. Prioritizing publics<br />
  • 5. Calculate the PvI index of your portfolio publicsP + V = I<br />
  • 6. Ethical guidlines<br />One is the idea of being genuinely sensitive to the feelings and needs of others.<br />The other is practicing the Golden Rule: Treat others as you want to be treated by them.<br />
  • 7. If you are asked to violate your personal standards<br />Educate or convert those around you to your point of view.<br />Refuse<br />Request reassignment<br />Take the assignment---demonstrates team player, loyalty, trustworthiness---may lead to a promotion or raise.<br />
  • 8. Code of ethics pertinant to writers<br />Accuracy---credibility<br />Honest, Truth and Fairness—issue of misleading<br />False or Misleading information—causes people to make bad decisions<br />
  • 9. Laws are generally negative<br />They tell you what you can’t do. Or can? <br />
  • 10. Libel laws and Privacy issues<br />
  • 11. Copyright<br /> What is your understanding of copyright? <br /> How will it influence your online portfolio?<br />
  • 12. Influence of primary publics<br />Shared values<br />Adversarial groups<br />
  • 13. Persuasion or manipulation?<br />
  • 14. Opinion formation and change<br />Opinions, attitudes and beliefs: What is the difference?<br />Temporal, fleeting and unstable.<br />More stable and less likely to change.<br />Very stable and resistant to change.<br />
  • 15. The nature of persuasion<br />Learning process<br />Power process<br />Emotional process<br />
  • 16. Designs for persuasion<br />Stimulus-Response – behavior modification<br />Cognitive---think and reason<br />Motivational—change an attitude to fulfill a need<br />Social—background, social class and group norms<br />Personality – each individual is unique<br />
  • 17. Steps in the persuasion process<br />Presenting<br />Attending<br />Comprehending<br />Yielding<br />Retaining the New Position<br />Acting<br />
  • 18. Typology of the steps in persuasion<br />Devise a graphic for Harold Laswell’s Model of persuasion:<br />Who says what—a source and a message<br />Through what channel –a medium<br />To whom—a public<br />With what effect--- an effect<br />
  • 19. source<br />Credible—expertise and objectivity<br />
  • 20. message<br />Should you give one side or both sides?<br />Which side should you give first?<br />Should you make your conclusion explicit?<br />Do fear techniques work?<br />It is better to use emotional or factual arguments?<br />
  • 21. The medium is the message<br />Marshall <br />McLuhan<br />
  • 22. Know your public<br />
  • 23. Did the message do what you wanted it to do?<br />

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