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Introduction: Writing For Public Relations

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Writing for Public Relations is a skills-oriented class presented by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.

This presentation is a short class overview of the course and serves as an introduction for students.

Published in: Education, Business
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Introduction: Writing For Public Relations

  1. 1. Introduction: Writing For Public Relations University of Nevada, Las Vegas Spring 2010
  2. 2. “If I was down to my last dollar, I would spend it on public relations.” — Bill Gates But What Is A Public Relations Specialist? University of Nevada, Las Vegas Spring 2010
  3. 3. Public relations specialists are responsible for “the management function that maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.” — Scott M. Cutlip But What Is A Public Relations Specialist? University of Nevada, Las Vegas Spring 2010
  4. 4. Public relations is “a package of trickery, economies with the truth, manipulation of public credulity, bullying of journalists and favoritism.” — Melanie Phillips But What Is A Public Relations Specialist? University of Nevada, Las Vegas Spring 2010
  5. 5. “A public relations specialist is an online celebrity for a company.” — prevailing thought But What Is A Public Relations Specialist? University of Nevada, Las Vegas Spring 2010
  6. 6. So what is it? What Is A Public Relations Specialist? University of Nevada, Las Vegas Spring 2010
  7. 7. Someone who... • Thinks like a journalist. • Acts like a business strategist. • Digs deeper than an investigator. • Writes with the passion of a novelist. • Speaks with the conviction of a communicator. • Exhibits empathy like a lead public advocate. • Demonstrates authenticity like a social worker. What Is A Public Relations Specialist? University of Nevada, Las Vegas Spring 2010
  8. 8. So why all the confusion? What Is A Public Relations Specialist? University of Nevada, Las Vegas Spring 2010
  9. 9. The profession is in a state of change. What Is A Public Relations Specialist? University of Nevada, Las Vegas Spring 2010
  10. 10. • The division of modern media. • The rapid pace of technology. • The evolution of distribution. • The speed of communication. • The infusion of different disciplines. The Profession Is Changing. University of Nevada, Las Vegas Spring 2010
  11. 11. This class will help you change with it. Writing For Public Relations - Course Overview. University of Nevada, Las Vegas Spring 2010
  12. 12. • The impact and cost of careless errors. • The misconception of spell check. • Editing techniques and editor marks. • The most common errors made daily. • Striving for clarity for your readership. • Writing with style and universal ideas. 2. Editing And Writing With Style. University of Nevada, Las Vegas Spring 2010
  13. 13. • Defining the news for an organization. • Defining a news release and purpose. • The traditional news release format. • The evolution of the news release. • Alerts, statements, and distribution. • Measuring the effectiveness of the release. 3. Media Relations And News Releases. University of Nevada, Las Vegas Spring 2010
  14. 14. • Creating a communication foundation. • Internal and external research tactics. • Defining the needs of various publics. • The impact of communication on publics. • Managing inquiries after the news is out. • Differences between reporters and bloggers. 4. Managing Messages And Communication. University of Nevada, Las Vegas Spring 2010
  15. 15. • The elements of a communication plan. • Developing organizational messages. • Employing strategic planning methods. • Defining the intent of communication. • Tracking the response in real time. • Measuring the return on communication. 5. Developing A Communication Plan. University of Nevada, Las Vegas Spring 2010
  16. 16. • Communication during a crisis. • Simplifying the communication process. • Conducting a situational analysis. • Managing and minimizing bad news. • Identifying and responding to questions. • Collecting feedback and contingency plans. 6. Real-Time Communication And Crisis. University of Nevada, Las Vegas Spring 2010
  17. 17. • Advertising with public relations. • Nine rules for effective advertising. • Writing for print, radio, and television. • Determining the intent of advertising. • When advertising fails to communicate. • Writing for online audiences and social media. 7. Advertising Copy And Public Service. University of Nevada, Las Vegas Spring 2010
  18. 18. • Case studies in communication ethics. • Principles for ethical communication. • The dual role of any practitioner. • Understanding cultural sensitivities. • Hypothetical situation and exercises. • Establishing ethics within an organization. 8. Ethics in Public Relations. University of Nevada, Las Vegas Spring 2010
  19. 19. • Pulling the course together. • Modeling for future communication. • Integrating communication for impact. • The allure of popularity and publicity. • Remaining confident without control. • The impact of social media on the profession. 9. Trends In Public Relations. University of Nevada, Las Vegas Spring 2010
  20. 20. Resources Cited In Class. University of Nevada, Las Vegas Spring 2010
  21. 21. • President, Copywrite, Ink. • Experience on 1,000 accounts. • Written hundreds of articles. • Serves as accreditation examiner. • Serves as a state commissioner. • Ten years’ experience as an instructor. • Twenty years’ experience in communication. About The Instructor. University of Nevada, Las Vegas Spring 2010

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