Media Relations Sep 12

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Media Relations Sep 12

  1. 1. Journalism  370  September  12,  2011  
  2. 2. Why  are  we  talking  about  business   wri=ng  in  media  rela=ons  class?  •  Public  Rela=ons  is  about  telling  stories  that   preserve  or  improve  brands.  •  The  beFer  a  brand,  the  more  likely  is  survives.  •  A  surviving  brand  means  you  s=ll  have  a  job.   Good  business  wri-ng  helps  you  eliminate   clu7er,  workplace  drama  and     other  annoyances  that  prevent  you     from  doing  the  PR  work  you  want  to  do.    
  3. 3. Wri=ng  Basics   Before  You  Ever  Start  Typing  •  You  will  write  internal  copy  for  two  groups.   –  Client  statement  of  work.   –  Memo  to  bosses  and  coworkers.    
  4. 4. Wri=ng  Basics:     Before  You  Ever  Start  Typing    •  Research  the  client  •  Research  the  client’s  compe=tors  •  Research  your  company  •  Research  your  company’s  compe=tors  •  Research  the  target  audience  •  Context  MaFers!!  
  5. 5. Wri=ng  Basics   Before  You  Ever  Start  Typing  •  Outline  the  purpose     – What  outcome  to  you  want?   • Inform   • Entertain   • Persuade      
  6. 6. Wri=ng  Basics   Before  You  Ever  Start  Typing  •  Outline  The  Purpose     –  Who  is  the  specific  target  audience?   –  What  concerns  or  needs  does  the  audience  have?   –  What  communica=on  channel  will  you  use?   –  Who  is  the  best  source  of  this  informa=on?   •  CEO   •  PR  Person   •  Human  Resources    
  7. 7. The  Main    Theme  of  Good  Wri=ng     (Yes,  remember  this  for  the  final)    •  The  key  to  good  wri=ng  is  brevity.  •  Be  concise  and  thorough.    
  8. 8. Universal  Truths  to  Achieve     That  Theme  •  Commitment  Statement   –  How  can  you  explain  everything  you  are  talking   about  in  one  sentence?   –  That  sentence  should  have  emo=onal  impact.   –  Everything  you  write  needs  to  revolve  around  that   commitment  statement.  
  9. 9. Universal  Truths  to  Achieve     That  Theme  •  SVO  Wri=ng       –  Subject   –  Verb     –  Object    
  10. 10. Universal  Truths  to  Achieve   That  Theme  •  Avoid  passive  voice  at  all  costs  •  Passive  voice  is  confusing.  •  Passive  voice  is  cumbersome.  •  Passive  voice  is  not  conversa=onal.     Passive  voice  wri-ng  will  hurt  your  grade.     Don’t  use  it.      
  11. 11. What  is  passive  voice?  •  The  man  was  biFen  by  the  dog.   The  dog  bit  the  man  SVO  wri=ng  shortens  your  sentences.  SVO  wri=ng  is  more  clear.  SVO  wri=ng  is  beFer.  
  12. 12. Universal  Truths  to  Achieve   That  Theme  •  Every  word  should  have  a  purpose.   •  Write  your  copy   •  Diet  Coke  break   •  Review  your  copy   •  Read  it  aloud  
  13. 13. Laundry  List  of  Wri=ng  Tips   I  Hope  You  Know  By  Now  •  Do  use  ac=ve  voice  verbs  create  immediacy.   Use  them.  •  Don’t  use  jargon.  It’s  confusing.  •  Do  vary  sentence  structure  and  length.  •  Don’t  overly  hype  something.  •  Do  think  about  tone.  
  14. 14. Ways  To  Clarify  Wri=ng  •  Example     –  We  all  played  show  and  tell  in  elementary  school.  •  Defini=on     –  If  you  use  a  complex  term,  assume  people  don’t   know  what  it  means  •  Comparison     –  We  know  about  apples  to  apples      
  15. 15. Ways  To  Clarify  Wri=ng  •  Restatement   –  Tell  them  what  you’re  going  to  tell  them.   –  Tell  them.   –  Tell  them  what  you  told  them.        
  16. 16. Let’s  Talk  Wri=ng  
  17. 17. Statement  of  Work  •  Defines  your  work  to  the  client.   •  Overview   •  Objec=ves   •  Audience   •  Tone   •  Deliverable  Product   •  How  many  copies  of  said  product?   •  Timeline  to  create  those  deliverables.      
  18. 18. Your  Statement  of  Work  •  Offers  scope  and  scale   –  In  this  case,  your  client  can  use  the  work  as  they   see  fit.   –  Some  choose  to  use  the  releases.   –  Others  never  touch  them.   –  None  of  the  material  you  produce  this  quarter  will   be  published  without  the  client’s  wriFen   permission.    
  19. 19. Your  Statement  of  Work  •  Offers  scope  and  scale   –  What  are  the  campaign’s  objec=ves?   –  How  will  you  translate  to  them  the  work  you’re   doing?   •  Chances  are,  many  people  you  work  with  have  never   heard  of  a  media  kit.   •  Chances  are,  many  people  you  work  with  are  terrified   of  social  media.   •  Help  clarify  what  you’re  doing  and  why  it  maFers  and   how  it  will  help.    
  20. 20. Memo  Format  •  Bosses  gloss  over  stuff.  •  You  need  to  keep  them  updated  on  client   progress.  •  Memos  make  that  happen.  •  They  also  cover  you  when  something  goes   wrong.    
  21. 21. Memo  Format   The  Beginning  •  Why  are  you  wri=ng?   –  Men=on  this  in  the  subject  line   –  Men=on  this  in  the  first  or  second  sentence   –  Be  nice     Tell  Them  What  You’re  Going  To  Tell  Them      
  22. 22. Memo  Format   The  Middle      •  All  those  slides  I  just  went  over….use  them.   –  Bullet  Points     –  Outline   –  Vary  Copy   –  Visual  Aids     Tell  Them            
  23. 23. Memo  Format   The  End          •  What  is  the  next  step?  •  When  will  that  step  be  delivered?  •  Be  nice.     Tell  Them  What  You  Told  Them        
  24. 24. What’s  Next?     •  September  19:     Memo  to  me  about  your  client:  This  will  be   graded  as  an  in  class  assignment.     First  Reading  Memo  on  Wilcox  chapters:  This  is  a   graded  assignment.   •  September  21:    Statement  of  Work:  This  is  a  graded  assignment.  
  25. 25. What’s  Now?     •  In  class  wri=ng  assignment.   •  You’re  the  PIO  for  the  local  police  department   that  is  handling  this  inves=ga=on.  Write  a  release   with  the  informa=on  you  have  on  the  piece  of   paper  I’m  handing  out.   •  Feel  free  to  look  back  at  my  wri=ng  notes  from   today.  

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