This session covers writing in the public relations industry: tasks, responsibilities, strategies, etc.

1. Writing for Media
Session #8
“Writing Public Relations”
UCSD Extension Spring 2012

2. Public Relations
• What is it?

3. The Process
• Research
• Planning
• Communication
• Evaluation

4. Research
• Find out everything about company
• Talking with people w/in organization
• Reading reports and backgrounders
• Interviewing top execs
• Examine similar organizations

5. Research (cont.)
• Holding focus groups
• Conducting surveys and experiments
• Know your audience

6. Planning
• Need objective
• Channels
• Tools/Services
• Message
• Measure
• Anything else?

7. Communication
• Who
• What
• Why
• When
• Where
• How

8. Evaluation
• Did the plan work?
• Right messaging?
• Desired impact or effects?
• Accomplish objectives?
• How to continue success?
• Adjustments need to be made?

9. Publics or Audiences
• Internal:
• Staff, contractors, stockholders,
members, families, etc.
• External:
• Consumers, news media, contributors,
etc.

10. PR Work
• Communication w/ internal/external publics
• Coach execs on good PR practices
• Work with news media
• Produce public functions/events

11. PR Tasks
• Press releases
• Articles
• Letters
• Speeches
• PSAs
• Brochures

12. PR People
• Verbal acrobats
• Organize effectively
• Work efficiently
• Meeting deadlines
• Quick study to understand subjects
• Deep regard for accuracy

13. Press release
• Announces timely news item
• Springboard to an article
• Gain customer testimonials
• Use source as a future resource
• Newsletter, blog, tweet material
• Anything else?

14. Press Release Checklist
• Newsworthy?
• Compelling lead?
• Who, what, why, when, where, and how?
• Written like news? (GSP)
• Contact info?
• Include quotes?

15. Video News Release
• B-roll
• Source quoted on video
• Voice-over background material
• Soup company: “soup is good food” VNR
• Brokerage firm: “advantages of buying
stock” VNR

16. A Letter
• Still powerful form of communication
• Direct message to the person
• Requires precise and concise writing
• Understand its purpose
• What action is expected or intended?

17. Company Publications
• Newsletters
• Brochures
• Company magazines
• Annual reports
• Websites/blogs

18. Presentations
• Slideshows
• Statements
• Speeches
• Panels
• Interviewees

19. Questions...