Fall 2014 professional communication
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This document provides guidance on writing basics and professional communication. It recommends extensively researching the client, target audience, and relevant companies before starting to write. An effective writing process includes outlining the purpose and main theme in a commitment statement. Key tips include using active voice, varying sentence structure, avoiding jargon and hype, and clarifying terms through examples or comparisons. Effective memos and business writing follow a specific format of introducing the topic, providing details in bullet points, and concluding with next steps.
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This document provides guidance on formatting scripts for radio and television commercials. It discusses including client and copywriter information in letterhead, writing radio scripts in uppercase and lowercase on one side of the page, and capitalizing instructions. For radio, it recommends spelling things out, using dashes instead of dots, and capitalizing speakers' names and instructions in parentheses. For both radio and TV, it suggests using an AIDA model of Attention, Interest, Desire, and Action and considering creative elements like voices, sound effects, music, and storyboards.
Fall 2015 3700 Brochure Direct Mail
This document provides guidance on direct mail and brochures for marketing purposes. It discusses why direct mail and brochures are effective tools for business-to-business marketing as they allow sharing of content in print form. The document then discusses key considerations for formatting brochures, including providing basic organization or product information, determining a clear call to action, and using a multi-panel layout. It also provides tips for creating effective direct mailers, suggesting using postcards, writing messages in an attention-grabbing style like advertisements, and including clear next steps like contact details. Students will then work in teams to design different marketing collateral like newspaper ads, direct mailers, and billboards for a graded assignment.
Fall 2015 3700 Print Digital
This document provides tips for writing print, digital, and web advertisements. Some key points include writing in a conversational tone, avoiding jargon, and painting a picture to engage the reader. It also discusses different types of print and web ads such as news/demo ads that share new information, story ads that use testimonials, and banner, logo, and intermercial ads for the web. The document emphasizes keeping writing concise yet engaging for the audience and format.
Fall 2015 3700 Advertising Headlines
This document provides an overview and tips for writing effective headlines. It discusses the importance of headlines in attracting readers' attention and conveying the key message or story. There are three common types of headlines: direct headlines that highlight key product features, indirect headlines that intrigue readers to learn more, and slogan/logo headlines best for established brands. The document also outlines eight specific kinds of headlines - news, emotional, direct benefit, directive, offbeat, curiosity, hornblowing, and slogal/label/logo - and provides examples and tips for when to use each type effectively. Finally, it discusses a new theory of ensuring headlines are shareable by making the reader want to know more in a personal and insightful way.
3700 media message points
This document provides tips for media relations and interviews in 7 steps: 1) Know your media contacts; 2) Localize your messaging; 3) Be available and responsive; 4) Be honest and fair; 5) Respect deadlines; 6) Be persistent without being annoying; 7) Be wary of offering free services. It then discusses having 3 key message points prepared, answering questions by addressing the message points first before other questions, and using bridging statements to redirect to your messaging when needed.
Fall 2015 News Release
This document provides guidance on writing effective news releases. It discusses the purpose of news releases in enhancing SEO and generating third party endorsements. It then outlines the typical parts of a news release, including the letterhead, contacts, headline, dateline, lead paragraph, and boilerplate. The document stresses using an inverted pyramid structure, factual and active language in the headline, and including relevant quotes. It also suggests including supplemental digital content like photos, video, and social media suggestions to maximize coverage.
Fall 2015 3700 what is news
This document discusses what constitutes news and how to find and create news stories. It identifies the key challenges in making news today, such as gatekeepers, shrinking news holes, fragmented media, and information overload. It then outlines the main themes that make something newsworthy, including timeliness, prominence, proximity, significance, unusualness, human interest, and conflict. The document explains that there are two ways news happens - finding existing news or creating new news stories. It provides tips for finding internal and external news sources and ideas for planning pseudo-events to generate media coverage, such as special events, contests, polls/surveys, demonstrations, stunts, rallies, and award ceremonies.
Fall 2015 3700 working with media
This document provides guidance on working with media through pitching stories, sending media advisories, and conducting interviews and press events. The key points are:
1. Successful media relations requires knowing your media outlets, localizing your pitches, and being available and responsive to reporters.
2. Pitch letters and media advisories are the primary ways to alert media to potential stories, and should be personalized and connect to the outlet's interests.
3. When working with reporters, be prepared, get your messaging across clearly, and think like a reporter in order to develop and maintain good relationships.
Fall 2015 3700 op ed
This document provides guidance on writing op-eds and letters to the editor for media placements. It notes that op-eds allow reaching opinion leaders as controlled media. Op-ed authors are seen as thought experts and op-eds promote exclusivity. The document reviews best practices for op-ed formatting, including having a clear main idea, hitting it early, using facts, and calling editors. It also discusses differences between op-eds and letters to the editor in terms of length and focus. Tips are provided on developing a strong structure and tone for op-eds.
Fall 2015 3700 Bank Robbery
This document provides an overview of strategic communication writing and passive voice. It discusses how to avoid passive voice and jargon in writing. It provides examples of rewriting a news story using active voice and fewer words. It also covers proofreading and comma rules to consider when reviewing documents. The document suggests looking for passive voice, spelling, grammar, punctuation and SVO structure when proofreading.
Fall 2015 4530 SEO
This document provides guidance on search engine optimization (SEO) best practices for writing content. It discusses the importance of incorporating relevant keywords into content to help websites rank higher in search engine results. There are three main types of keywords to focus on: branded, non-branded, and competitors' terms. Content should include keywords in headlines, leads, throughout the body, and in linking to help search engines understand what the page is about. Social media outreach should also feature these keywords. Pay per click ads should use keywords to target audiences and drive actions. Following these tips can help optimize content for search engines.
Fall 2015 4530 Social Goal
This document discusses how social media can be used effectively within a business context. It outlines the sales funnel process and explains that social media can help drive organic search, media relations, and increase awareness, consideration, and customer loyalty at each stage. It also discusses that the goal of any social media strategy should be to make money and increase key metrics like net profit and return on investment. Finally, it emphasizes the importance of understanding business factors like goals, timelines, inventory, and numbers in order to create social media campaigns that properly align with and support the business objectives.
Spring 2015 3700 Print Digital
This document provides tips for writing effective print, digital, and web advertisements. Some key points include writing in a conversational tone, avoiding jargon, and painting a vivid picture for the reader. It also discusses different types of print and web ads such as one-liners, news/demo ads, stories, sermons, outlines, banner ads, logos, tiles/cubes, pop-ups, buttons, and intermercials. Specific examples and templates are provided for many of these ad types. The goal is to engage and inform readers while clearly communicating your message in the limited space available.
Spring 2015 3700 Grade Ads
This document contains repeated instructions to "Grade The Ad" or "Grade This Ad" 10 times, suggesting it relates to evaluating an advertisement or marketing campaign. It also contains two references to "Grade PPC", likely referring to grading pay-per-click advertising.
Spring 2015 3700 Radio and TV
This document provides guidance on formatting scripts for radio and television commercials. It discusses including the client name, copywriter, and length in letterhead. For radio scripts, it recommends writing on one side of the page in uppercase and lowercase, with one spot per page. Instructions for sound effects and music should be in all caps and underlined. Talent instructions and speakers' names should be capitalized. It also provides tips for spelling out numbers and avoiding commas in scripts to aid the announcer.
Spring 2015 3700 Headlines
The document provides an overview of effective headline writing with the following key points:
1. Headlines should tell the reader what the content will be about in a concise and engaging manner.
2. There are different types of headlines that can be used including slogans, news, emotional appeals, direct benefits, directives, offbeat approaches, curiosity piques, and self-promotion.
3. Headlines need to consider the short attention spans of readers and entice them to want to learn more about the content being advertised.
Spring 2015 3700 Strategy 2
This document provides guidance on writing an advertising strategy in 4 parts:
1. Situation analysis to provide context leading to the big idea
2. Objective statement that combines the advertising goal and target consumer/brand
3. Support statement on how to convey the message and link it to people, lifestyles, and desired lifestyles
4. Statement of tone to define the brand's persona and how it helps the target consumer
It includes an example strategy for Popeyes focusing on conveying its New Orleans heritage and providing an enjoyable family dining experience. Students are instructed to develop a strategy for the Columbus Marathon walking through these four parts.
Spring 2015 3700 Ad Strategy 1
This document provides an overview of key concepts for developing an advertising campaign, including:
- Understanding the business objectives, competitive landscape, and target audience through research.
- Identifying cultural and demographic factors that influence the target audience.
- Developing insights about audience needs and motivations based on Maslow's hierarchy of needs that a brand can address.
- Positioning the organization through key strengths like leadership, value, prestige, or appeal to certain demographics.
- Determining if the audience thinks rationally or feels emotionally about a product category to guide advertising strategy.
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Fall 2014 professional communication
- 3. WRITING BASICS: BEFORE YOU EVER START TYPING • Research the client • Research the client’s competitors • Research your company • Research your company’s competitors • Research the target audience • Context Matters!!
- 4. WRITING BASICS BEFORE YOU EVER START TYPING Outline the purpose •What outcome to you want? • Inform • Entertain • Persuade
- 5. WRITING BASICS BEFORE YOU EVER START TYPING
- 6. THE MAIN THEME OF GOOD WRITING • The key to good writing is brevity. • Be concise and thorough.
- 7. UNIVERSAL TRUTHS TO ACHIEVE THAT THEME Commitment Statement • How can you explain everything you are talking about in one sentence? • That sentence should have emotional impact. • Everything you write needs to revolve around that commitment statement.
- 8. UNIVERSAL TRUTHS TO ACHIEVE THAT THEME SVO Writing •Subject •Verb •Object
- 9. UNIVERSAL TRUTHS TO ACHIEVE THAT THEME • Avoid passive voice at all costs • Passive voice is confusing. • Passive voice is cumbersome. • Passive voice is not conversational. Passive voice writing will hurt your grade. Don’t use it.
- 10. WHAT IS PASSIVE VOICE? The man was bitten by the dog. The dog bit the man SVO writing shortens your sentences. SVO writing is more clear. SVO writing is better.
- 11. UNIVERSAL TRUTHS TO ACHIEVE THAT THEME Every word should have a purpose. •Write your copy • Diet Coke break • Review your copy • Read it aloud
- 12. LAUNDRY LIST OF WRITING TIPS • Do use active 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.
- 13. WAYS TO CLARIFY WRITING Example • We all played show and tell in elementary school. Definition • If you use a complex term, assume people don’t know what it means Comparison • We know about apples to apples
- 14. WAYS TO CLARIFY WRITING Restatement • Tell them what you’re going to tell them. • Tell them. • Tell them what you told them. • 3 minimum amount of times you have to tell someone something before they have a chance to get it…. • 8-11 times before it sticks….
- 15. LET’S TALK PROFESSIONAL WRITING
- 16. WHY ARE WE TALKING ABOUT BUSINESS WRITING? • Strategic Communication is about telling stories that preserve or improve brands. • The better a brand, the more likely it survives. • A surviving brand means you still have a job. Good business writing helps you eliminate clutter, workplace drama and other annoyances that prevent you from doing the work you want to do.
- 17. INTERNAL MEMO • 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.
- 18. MEMO FORMAT THE BEGINNING Why are you writing? • Mention this in the subject line • Mention this in the first or second sentence • Be nice Tell Them What You’re Going To Tell Them
- 19. LET’S MAKE UP AN EXAMPLE ON THE FLY
- 20. MEMO FORMAT THE MIDDLE All the slides I will just talked about…do it. • Bullet Points • Outline • Vary Copy • Visual Aids • Context AND Content Tell Them
- 21. LET’S MAKE UP AN EXAMPLE ON THE FLY
- 22. MEMO FORMAT THE END • What is the next step? • When will that step be delivered? • Be nice. • Tell Them What You Told Them
- 23. LET’S MAKE UP AN EXAMPLE ON THE FLY
- 24. WHAT IS NEXT? Memo is due a week from today at 5 p.m. Specs are on BB.