Writingfor Media - PR class

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Writingfor Media - PR class

  1. 1. Writing for the Mass Media “Public Relations” UCSD Extension Mike Lawson 760/845-8146 [email_address]
  2. 2. PR Folks Wear Many Hats <ul><li>Handle Communication with the External Publics of an Organization </li></ul><ul><li>Counsel Management and Other Org Employees on How Best to Deal with Important Audiences </li></ul><ul><li>Handle Communication with the Internal Publics of an Org </li></ul><ul><li>Work with News Media to Get Info about the Org </li></ul>
  3. 3. Wearing Many Hats cont. <ul><li>Help to Produce Public Functions and Events </li></ul><ul><li>Research </li></ul><ul><li>Planning </li></ul><ul><li>Communication </li></ul><ul><li>Evaluation </li></ul>
  4. 4. Charactics of a PR Person <ul><li>PR writers have a dual role </li></ul><ul><li>Ability to write and use language effectively </li></ul><ul><li>Ability to work effectively with many people in various situations </li></ul>
  5. 5. Eric the Red <ul><li>Who was he? </li></ul><ul><li>Should we trust him? </li></ul><ul><li>What’s a flack? </li></ul>
  6. 6. News Releases <ul><li>Most common form/tool of PR </li></ul><ul><li>Write like a story </li></ul><ul><li>Think about audience </li></ul><ul><li>Be concise! </li></ul><ul><li>Answer 5 Ws and H </li></ul><ul><li>Apply News Values (Chap. 4) </li></ul><ul><li>Fewer than 10% of PRs are placed </li></ul><ul><li>Include 3rd parties in releases for objective content </li></ul>
  7. 7. News release - 3 things <ul><li>Headline </li></ul><ul><li>Contact info </li></ul><ul><li>“ For Immediate Release” </li></ul>
  8. 8. More news release… <ul><li>Written in inverted pyramid </li></ul><ul><li>Lead paragraph muy importante </li></ul><ul><li>Sentences short </li></ul><ul><li>Paragraphs be brief </li></ul><ul><li>Avoid wordiness </li></ul><ul><li>Proper ID of sources mentioned </li></ul>
  9. 9. Letters <ul><li>Good way to get direct message to straight to audience </li></ul><ul><li>Tell story quickly or will be ineffective </li></ul><ul><li>Must be personal and professional </li></ul>
  10. 10. Letters Guidelines <ul><li>Don’t be obsequious </li></ul><ul><li>Don’t be overly complimentary </li></ul><ul><li>Don’t try to be too funny </li></ul><ul><li>Avoid referring to personal characteristics </li></ul><ul><li>Use personal pronouns </li></ul><ul><li>Avoid impersonal constructions </li></ul><ul><li>Avoid passive voice </li></ul><ul><li>Avoid using technical language </li></ul><ul><li>Avoid wordiness </li></ul>
  11. 11. Company Publications <ul><li>Newsletters </li></ul><ul><li>Pamphlets and brochures </li></ul><ul><li>Annual reports </li></ul><ul><li>Websites </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter feeds </li></ul>
  12. 12. Oral Presentatons <ul><li>Speeches </li></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><li>Persuasive </li></ul></ul><ul><ul><li>Entertaining </li></ul></ul><ul><li>Statements </li></ul><ul><ul><li>Short oral presentation </li></ul></ul><ul><li>Slide presentations </li></ul><ul><ul><li>PowerPoint presentations (Microsoft) </li></ul></ul><ul><ul><li>KeyNote (Apple) </li></ul></ul>
  13. 13. Speeches <ul><li>Keep them around 30 minutes </li></ul><ul><li>Intro speaker and establish relationship with audience </li></ul><ul><li>Warm audience with a humorous story </li></ul><ul><li>Establish subject </li></ul><ul><li>Expand on points in middle </li></ul><ul><li>Use striking quotes, ancient quotes, obscure fact to gain attention </li></ul><ul><li>Provide summary in end </li></ul>
  14. 14. Conclusion <ul><li>PR requires a lot of writing </li></ul><ul><li>PR requires a lot of research </li></ul><ul><li>PR requires precise execution </li></ul><ul><li>PR requires constant follow up </li></ul><ul><li>PR requires tracking and reporting </li></ul>
  15. 15. Finally… <ul><li>Questions? </li></ul>

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