Writing for the Public


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Writing for the Public

  1. 1. Writing for the Public<br />
  2. 2. A Public<br /> “A public is any group of people tied together by some common factor. There are many such groups.”<br />
  3. 3. The Public in PR Should Be Publics <br /> Identify potential publics for your backgrounder.<br />
  4. 4. Prioritizing publics<br />
  5. 5. Calculate the PvI index of your portfolio publicsP + V = I<br />
  6. 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. 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. 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. 9. Laws are generally negative<br />They tell you what you can’t do. Or can? <br />
  10. 10. Libel laws and Privacy issues<br />
  11. 11. Copyright<br /> What is your understanding of copyright? <br /> How will it influence your online portfolio?<br />
  12. 12. Influence of primary publics<br />Shared values<br />Adversarial groups<br />
  13. 13. Persuasion or manipulation?<br />
  14. 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. 15. The nature of persuasion<br />Learning process<br />Power process<br />Emotional process<br />
  16. 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. 17. Steps in the persuasion process<br />Presenting<br />Attending<br />Comprehending<br />Yielding<br />Retaining the New Position<br />Acting<br />
  18. 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. 19. source<br />Credible—expertise and objectivity<br />
  20. 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. 21. The medium is the message<br />Marshall <br />McLuhan<br />
  22. 22. Know your public<br />
  23. 23. Did the message do what you wanted it to do?<br />