Writing for the Public

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