The document provides information about writing for public relations. It discusses what public relations practitioners do, which includes communicating information from organizations to target audiences in a clear manner. It also outlines typical career paths in public relations and the types of tasks and activities public relations professionals engage in during a typical work week, such as writing news releases, pitching stories to journalists, and engaging with community members. The document also presents models for the public relations process and different types of media channels used in public relations.
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.
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.
FischTank works with its clients to develop messaging, implement marketing and communications campaigns, reach target audiences, and drive results that resonate with the media, investors, sales channels, clients, and consumers.
FischTank Marketing and PR - Solutions for Public CompaniesEric Fischgrund
FischTank Marketing and PR, led by Eric Fischgrund, provides a range of marketing and communications solutions for publicly held companies. This includes generating top tier media coverage, digital media implementation, e-mail marketing execution, and more.
Public relations (PR) are the activities organizations engage in to create a positive image for a company, product, service, or a person. Press releases, a commonly used PR tool, are designed to generate publicity, but there is no guarantee the media will use them in the stories they write. Sponsorships are designed to increase brand awareness, improve corporate image, and reach target markets. Product placements are designed to generate exposure, brand awareness, and interest.
Being able to use research and apply findings to programming is the .docxtaitcandie
Being able to use research and apply findings to programming is the basis for success. Knowing how to provide information to the media and then evaluating the results is a key driver. In this Assignment, you will have an opportunity to observe and evaluate public relations at work in real events and situations. It may be challenging to identify the role of public relations in a situation. You will find it helpful to look at the source for the information - for example, company reports, independent research, or a third party. Look also at how the information was delivered - for example, whether by a spokesperson, company website, or press conference.
To prepare:
Choose a news story from your Weekly News Review. The story you select should involve a topic or situation in which public relations had a role such as community or consumer issues or products, finance or investment, sports or entertainment, government affairs, nonprofits, or corporate change, such as restructuring, new management, or new product development. The situation in the story should also meet the following criteria:
It involves more than one of the organization's target audiences.
It appears in more than one type of media outlet.
It is significant or complex enough to require involvement from top management (as spokesperson, as authority, etc.).
In a Word document, complete the following steps:
Write three media relations
output
objectives that you believe would have been or should have been used by the public relations practitioner involved in the story. At least one objective should be written to include a social networking media outlet, such as Facebook, LinkedIn, or Twitter.
Write three media relations
outcome
objectives that you believe would have been or should have been used by the public relations practitioner involved in the story. At least one objective should be written to include adapting to a new social networking media outlet.
Write a simple 10-question survey or a 1-hour focus group guide that would help the organization to plan its next steps.
Weekly News Review
CNN
BBC
ABC
CBS
NBC
Fox News
MSNBC
NPR
.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
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This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
2. Defining PR
PR practitioners communicate valuable
and engaging information from an
organization, company or group to a
target audience in a clear and coherent
manner.
● Deliberate
● Prepared
● Well-Performed
● Mutually Beneficial
● Responsive
3. Careers in Public Relations
A career in public relations enables you to practice in a multitude of work settings,
including the following:
1. Public relations agencies: working on behalf of such clients as corporations,
nonprofits, trade associations, and governments
2. Corporations: retailers, manufacturers, sports teams, and health care providers
3. Nonprofits and trade associations: hospitals, foundations, churches, and universities
4. Local, state, federal, or international government: offices, independent agencies,
and political parties
5. Independent consultancies: a one-person agency offering specialized services to all of
the above sectors.
4. What Do Public Relations Practitioners Do?
Work to influence public opinion, build
and manage relationships with key
publics, and create favorable publicity for
their clients and employers.
Most of all, they write.
Dynamics of Media Writing, Vincent F. Filak
5.
6. A Typical Day Week in PR
In a typical week, you might expect to do the following:
● Write and issue news releases to journalists and editors.
● Pitch your client’s news to journalists and editors via phone, email, and social media.
● Reach multiple publics via social media and create conversations with them across numerous
channels.
● Write and design online and print publications.
● Create and manage strategic communication campaigns for internal and external publics.
● Interact with and engage community members and groups.
● Write speeches for managers and organizational leaders.
● Counsel top management on communication-related issues.
● Create and coordinate publicity opportunities including special events.
● Manage crises as they emerge and communicate with key publics.
Dynamics of Media Writing, Vincent F. Filak
7. ROPE Model
Public relations educator Jerry Hendrix has proposed the four-step ROPE Model3 as
one way to explain the public relations process.
Research: on the clients and their public relations situation to establish the basis for the campaign.
Objectives: these represent the client’s desired outcome of the public relations campaign or
project.
Programming: referring to the overall theme and tactics that you execute for your client or
employer.
Evaluation: research that you do throughout and at the end of your campaign or project to monitor
how well it has worked. Dynamics of Media Writing, Vincent F. Filak
8. Three Types of Media: Paid, Earned, and Owned
We can divide the media into three categories on the basis of whether it is paid for,
earned, or owned by the client or sponsoring organization.
Paid media refers to advertising, sponsored placements, or any other arrangement in which a
sponsor has paid to have its name or message displayed.
Earned Media refers to news or publicity generated for an organization at no cost. It also includes
grassroots social media outlets such as Facebook, Twitter, Instagram, or Pinterest.
Owned Media refer to media that your client or employer owns or controls. Examples include a
company’s print publications, websites, and blogs.
Dynamics of Media Writing, Vincent F. Filak
9. Uncontrolled and Controlled Media
In the public relations profession, we can also view paid, earned, and owned media
from the perspective of uncontrolled media versus controlled media.
Uncontrolled media consist of news and persuasive pieces that you write and submit to news
editors, journalists, bloggers, or social media sites. Readers, viewers, and listeners usually consider
these stories to be highly credible, much more so than advertising.
Controlled media, which is also paid and owned, needs to appear a certain way at a certain time,
delivered precisely to a specific audience. Television commercials, print or web-based
advertisements, and company publications all fall within this category.
Dynamics of Media Writing, Vincent F. Filak
10. Professional Strategy Triangle: Situation
Am I writing a news release, an email pitch, or a presentation?
In either scenario—
● What are the organizational objectives for my employer or client?
● How does my message advance my employer’s or client’s profit or return on investment?
Dynamics of Media Writing, Vincent F. Filak
11. Professional Strategy Triangle: Situation
Am I writing a news release, an email pitch, or a presentation?
If news—
● What are the facts of the story? Which ones are most important?
● What details of the story are most important to the audience (news values)?
● What type of news story is this—a hard news story, a feature story, or something else?
● Who are the key players in the story?
● Where do I need to go to get the information I need?
Dynamics of Media Writing, Vincent F. Filak
12. Professional Strategy Triangle: Situation
Am I writing a news release, an email pitch, or a presentation?
If persuasive—
● Is this a positive or a negative situation?
● Who are the key players?
● Which arguments should I use?
● Which rational or emotional appeals should I use?
● How should I structure my argument and emotional appeals?
Dynamics of Media Writing, Vincent F. Filak
13. Professional Strategy Triangle: Audience
The audience consists of the people who read, hear, or see our message. We must be
clear on who they are, so we tailor our messages to match their expectations and
how they understand our messages.
● Who are my readers, listeners, and viewers?
● Which demographic factors are relevant (race/ethnicity, sex, occupation, income, education
level)?
● Which psychographic factors are relevant (attitudes, dispositions, lifestyles, hobbies)?
● How is my audience likely to interpret my message?
● How credible is my organization in the minds of my audience?
● What predispositions is my audience likely to have?
Dynamics of Media Writing, Vincent F. Filak
14. Professional Strategy Triangle: Message
After you’ve carefully considered your situation and audience, it’s time to create the
message.
You’ve actively thought about all relevant factors and assembled the pieces you
need to write your news or persuasive piece.
Dynamics of Media Writing, Vincent F. Filak
15. Don’t Forget to Use FAJA
When trying to decide which facts are the
most important, and what to include in
your lead, use FAJA.
Answering key questions from each of the
FAJA Points will enable you to begin any
type of persuasive piece.
Dynamics of Media Writing, Vincent F. Filak
17. News Release
Allow you to notify the media and the public about things such as changes in
personnel, product launches, employment opportunities and legal actions. Also
useful to inform the public about charitable acts, big contracts, etc.
● A spot announcement is used when something out of the ordinary happens.
● A reaction release allows you to issue a statement in the wake of the news.
● Crisis communication releases allow you to explain issues related to bad news and make
statements regarding what will happen next from your end.
● Fact Sheets provide basic information about a topic, a company, a group, an event or an idea.
● Media Alerts outline the visual elements available for video and photography journalists as
well as the standard time-date-place information associated with the event.
Dynamics of Media Writing, Vincent F. Filak
18. Letterhead/Logo
Contact Information
Release Date: “FOR
IMMEDIATE RELEASE”
indicates to the press that
there is no holding period
for publication. If you
decide to request a stay of
publication until a specific
date, you must it.
Headline and sub-headline
Dateline: The dateline
includes the date as well as
the city and state (see AP
Style guide) where the
press release is being
issued, and it precedes the
first paragraph of the
release.
Body: The first paragraph
should succinctly
summarize the entire
story, clearly articulating
the 5W and 1H.
Boilerplate: a few sentences
at the end of your press
release that describes your
organization.
###: indicates the end of
the press release. If your
release is longer than one
page, insert “--more--” at
the bottom of each page
preceding the last.
Dynamics of Media Writing, Vincent F. Filak
19. Craft Essential: A News Release Checklist
1. Makesureit is really news.
2. Keep it short. As a rule, limit your text to 500 words.
3. Create a strongheadline. Your headline should clearly express your news and contain an action verb.
4. Write a clear summarylead. Clearly state the news in your lead, with an appropriate mix of the 5 Ws
and H (who, what, when, where, why, and how).
5. Followthe inverted pyramid.
6. Include quotes.
7. Add data.
8. Include a boilerplate statement. This is a standard paragraph toward the end of the news release to
describe your organization, what it does, and its mission or vision.
9. Carefullycheck spelling.
10. Double-check weblinks and phone numbers.
11. Don’t forget contactinformation. Nname, phone numbers, email address, and social media handles,
you can also include links to your company website, photos and graphics, or social media accounts.
Dynamics of Media Writing, Vincent F. Filak
20. Social Media
PR professionals should find potential connections through these media platforms.
When a person or organization engages you on social media, consider how that
individual can provide value to you and your company.
Following others who have shown an interest in you can help you build relationships
and learn about developments within fields of interest.
It is also a way to build a brand, develop clout and alert other like-minded people to
your social media presence.
Dynamics of Media Writing, Vincent F. Filak
22. Transparency
Transparency allows everyone within your audience to see what has happened, why
it happened and everything else that is known about the issue. Transparency says,
“Here is what we know. We have nothing to hide.”
The More You Hide, The Worse It Is: If people don’t know that something bad is going on, they
can’t be angry about it. However, once people find out, the backlash will be much worse and lead to
even greater levels of mistrust.
The “Bandage” Approach: The best advice for getting the bandage off is to grab a corner and pull
quickly. This solves the problem and makes for a less painful experience. Transparency within public
relations allows the same thing: a quick yank that solves the problem.
Dynamics of Media Writing, Vincent F. Filak
23. Craft the Best Possible Message
Your goal in PR is to create the best possible message and disseminate it in a way
that your audience can accept and understand it.
Support Your Claims: Conduct enough research on your topic to make intelligent statements in
your message. If someone asks you something you don’t know that answer to, simply say “I don’t
know, but I will find out for you.”
Present Information Clearly: In many cases, this means translating corporate jargon or
organizational slang into everyday language.
Have a Heart: Being right and being accurate sometimes take a backseat to the need to be
humane. When you try to ignore something bad that has happened or make it seem less problematic
than it is, you create the sense that you don’t care. Dynamics of Media Writing, Vincent F. Filak
24. Understand Your Audience
Internal Versus External Audiences: In news and advertising, the goal is to craft a
message that reaches out to a segment of the general public. Public-relations
practitioners also have a second audience: people within their own organizations.
What People Need To Know And How To Get It To Them: you control not just what
information gets out, but who gets it first and how they get it. This is most important
in the case of a large change or a crisis.
Vary The Points Without Contradiction: Practitioners do want to focus on what
people need to know, but that doesn’t mean they can lie to audience members to
make them happy. However, practitioners can focus on various angles to provide
each group of readers specific aspects of a story.
Dynamics of Media Writing, Vincent F. Filak
25. Why The News Media Matters
Stereotyping places public-relations practitioners and news reporters on opposing
sides of every issue. Practitioners put things in the best light, while reporters dig for
dirt. News seeks the truth, while PR seeks to hide it.
However, the news outlets serve as both an audience and a megaphone of sorts that
helps you reach a broader array of people. Here are a few of the benefits you can
reap if you work with, as opposed to against, the news media:
● Their Audiences Can Become Your Audiences
● Their Credibility Can Become Your Credibility
● Your Understanding Can Become Their Understanding
Dynamics of Media Writing, Vincent F. Filak
26. Key Takeaways
1. PR is not spin: It’s about telling people
what they need to know.
2. Approach your message based on your
audience: Your goal is to determine
what people need to know and tell it
to them in a way that touches on their
interest.
3. Connect with the news media: Learn
how to speak the language of news
people.
Dynamics of Media Writing, Vincent F. Filak