Writing For Public Relations: On Spreading Messages introduces public relations students to the concept of how messages spread in the modern world. It represents about 20 percent of the material covered in class.
It was presented by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Writing For Public Relations: On Writing And EditingCopywrite, Ink.
Writing For Public Relations: On Writing And Editing introduces public relations students to the concepts of great writing across all communication. It represents about 25 percent of the material covered in class.
It was presented by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Writing For Public Relations: PR. The deck provides an overview of skill sets and concepts that students will need to learn to excel in public relations today and tomorrow. It is presented as an after class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
The deck will also be used as part of conceptual definition of public relations at richardrbecker.com in an article titled Reconciling Definitions: PR Is Not A Communication Process (Feb. 19, 2013). Enjoy.
Writing For Public Relations: What Makes NewsCopywrite, Ink.
Writing For Public Relations: What Makes News With Modern Media introduces public relations students elements that media outlets consider newsworthy. It represents about 10 percent of the material covered in class.
It was presented by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Writing For Public Relations: On Advertising is a class supplement. The deck provides ten critical thoughts in advertising along with complementing thoughts from some of the greatest creatives in the industry.
It is presented as an after class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Writing For Public Relations: Simplifying MessagesCopywrite, Ink.
Writing For Public Relations: Simplifying Messages (Why SWOT is not enough) is a supplement to a communication plan outline covered in class.
This supplement deck provides a simplified instruction on the importance of SWOT and CORE message systems in simplifying messages to have a greater impact. It compares apples to oranges, intentionally, because if you're an apple competing against other apples, you've already lost.
It is presented as an after class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Writing For Public Relations: The Importance Of Planning is a supplement to a communication plan outline covered in class. This supplement deck applies a basic communication plan outline to Toyota, creating a sketch of their existing challenges, failures, and opportunities.
It is presented as an after class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
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.
At Vireo Research our philosophy is simple: Be curious!
With this as our motivator, we bring an unparalleled level of enthusiasm for social trends and all things that people unearth, embrace or reject. We want to know the WHY, WHERE, WHAT and HOW.
Our goal is to elicit clarity on attitudes, behaviors and values in a hyper-media, super-social consumer-driven world.
This means data is the currency within the marketing and communication universe. We will work with you and the people that matter most to you - consumers - to unearth the insights you need to grow your brand.
To learn more, contact us at: becurious@vireoresearch.com
Writing For Public Relations: On Writing And EditingCopywrite, Ink.
Writing For Public Relations: On Writing And Editing introduces public relations students to the concepts of great writing across all communication. It represents about 25 percent of the material covered in class.
It was presented by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Writing For Public Relations: PR. The deck provides an overview of skill sets and concepts that students will need to learn to excel in public relations today and tomorrow. It is presented as an after class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
The deck will also be used as part of conceptual definition of public relations at richardrbecker.com in an article titled Reconciling Definitions: PR Is Not A Communication Process (Feb. 19, 2013). Enjoy.
Writing For Public Relations: What Makes NewsCopywrite, Ink.
Writing For Public Relations: What Makes News With Modern Media introduces public relations students elements that media outlets consider newsworthy. It represents about 10 percent of the material covered in class.
It was presented by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Writing For Public Relations: On Advertising is a class supplement. The deck provides ten critical thoughts in advertising along with complementing thoughts from some of the greatest creatives in the industry.
It is presented as an after class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Writing For Public Relations: Simplifying MessagesCopywrite, Ink.
Writing For Public Relations: Simplifying Messages (Why SWOT is not enough) is a supplement to a communication plan outline covered in class.
This supplement deck provides a simplified instruction on the importance of SWOT and CORE message systems in simplifying messages to have a greater impact. It compares apples to oranges, intentionally, because if you're an apple competing against other apples, you've already lost.
It is presented as an after class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Writing For Public Relations: The Importance Of Planning is a supplement to a communication plan outline covered in class. This supplement deck applies a basic communication plan outline to Toyota, creating a sketch of their existing challenges, failures, and opportunities.
It is presented as an after class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
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.
At Vireo Research our philosophy is simple: Be curious!
With this as our motivator, we bring an unparalleled level of enthusiasm for social trends and all things that people unearth, embrace or reject. We want to know the WHY, WHERE, WHAT and HOW.
Our goal is to elicit clarity on attitudes, behaviors and values in a hyper-media, super-social consumer-driven world.
This means data is the currency within the marketing and communication universe. We will work with you and the people that matter most to you - consumers - to unearth the insights you need to grow your brand.
To learn more, contact us at: becurious@vireoresearch.com
Liquid [Hip] is an alternative online review site that covers cool, not popular. This is a hyperlinked e-magazine edition to the all the summer reviews.
Social Media: Integrating Strategy is a presentation intended for students hoping to integrate social media into other disciplines such as advertising, public relations, and marketing.
The deck provides an overview of social media as it relates to people and technologies. More importantly, the class focused significant time on developing a strategic framework for applying the communication opportunities that social media affords.
It is presented as in-class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Shaping Public Perception: The Next Step In Social MediaCopywrite, Ink.
The Next Step In Social Media provides insights and innovative approaches into social media and social networks as it pertains to parks and recreation today while preparing marketing professionals and parks and recreation management for the next technological leap forward. This next leap forward will transform what many people describe as a communication 'medium' into a multimedia format with an increasingly immersive participant experience that brings online communication, front-line employee interaction, and the physical environment together in ways never before thought possible.
The social media presentation deck for the Council Of School Boards Association Communicators, July 10-13, 2013. The deck addresses a communicators approach to social media planning, which is less reliant on platforms and more reliant on people.
Integrating Social Media augmented Richard Becker's class at the University of Las Vegas, Nevada in 2009. The class included this presentation in the morning and a live session in the afternoon. The deck is now retired.
A brief 10-minute presentation on how to choose which social media tools are best suited for a company, using three case studies as an example, delivered to IABC/Las Vegas on June 2.
Integrating Social Into Strategic CommunicationCopywrite, Ink.
Integrating Social Into Strategic Communication is a presentation for students who intend to integrate social media into other disciplines such as advertising, public relations, and marketing as it relates to people and organizational communication. It is presented as in-class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
People treat writing like a single skill set, but is a process that requires more than one discipline. This deck was used for a private session presentation for a major corporation to demonstrate the importance of writing across all communication materials and mediums. It was created as a supplement to the two-hour presentation delivered by Richard R. Becker, ABC, president of Copywrite, Ink.
Social Media For Strategic Communication is a presentation for students and professionals who are looking to integrate social media as part of an strategic organizational communication plan. This deck is the newest rendition of the in-class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Internal vs external public of public relationsMedia Mantra
Internal and External PR very important function of organization and both are dependent to each other .PR is also a part of marketing communication, which involves in advertising and promotions in targeted markets.
Vienna Social Media Conf, 20 April 2009Mat Morrison
These are the slides that accompanied a presentation I gave last night at IKP’s kom.update. It was a LONG presentation, so it covers a working "Practical definition" of Social Media (by no means the only definition!), Porter Novelli’s "4 step" approach to addressing Social Media, and the Integration Triangle.
I want to thank IKP for the opportunity to come to Vienna to give this talk! Find out more at http://www.ikp.at
And overview of the evolution of marketing and communications, and how the internet and social media have changed the world of advertising. Tips for social media networking and building trusting relationships that convert in to business.
Liquid [Hip] is an alternative online review site that covers cool, not popular. This is a hyperlinked e-magazine edition to the all the summer reviews.
Social Media: Integrating Strategy is a presentation intended for students hoping to integrate social media into other disciplines such as advertising, public relations, and marketing.
The deck provides an overview of social media as it relates to people and technologies. More importantly, the class focused significant time on developing a strategic framework for applying the communication opportunities that social media affords.
It is presented as in-class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Shaping Public Perception: The Next Step In Social MediaCopywrite, Ink.
The Next Step In Social Media provides insights and innovative approaches into social media and social networks as it pertains to parks and recreation today while preparing marketing professionals and parks and recreation management for the next technological leap forward. This next leap forward will transform what many people describe as a communication 'medium' into a multimedia format with an increasingly immersive participant experience that brings online communication, front-line employee interaction, and the physical environment together in ways never before thought possible.
The social media presentation deck for the Council Of School Boards Association Communicators, July 10-13, 2013. The deck addresses a communicators approach to social media planning, which is less reliant on platforms and more reliant on people.
Integrating Social Media augmented Richard Becker's class at the University of Las Vegas, Nevada in 2009. The class included this presentation in the morning and a live session in the afternoon. The deck is now retired.
A brief 10-minute presentation on how to choose which social media tools are best suited for a company, using three case studies as an example, delivered to IABC/Las Vegas on June 2.
Integrating Social Into Strategic CommunicationCopywrite, Ink.
Integrating Social Into Strategic Communication is a presentation for students who intend to integrate social media into other disciplines such as advertising, public relations, and marketing as it relates to people and organizational communication. It is presented as in-class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
People treat writing like a single skill set, but is a process that requires more than one discipline. This deck was used for a private session presentation for a major corporation to demonstrate the importance of writing across all communication materials and mediums. It was created as a supplement to the two-hour presentation delivered by Richard R. Becker, ABC, president of Copywrite, Ink.
Social Media For Strategic Communication is a presentation for students and professionals who are looking to integrate social media as part of an strategic organizational communication plan. This deck is the newest rendition of the in-class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.
Internal vs external public of public relationsMedia Mantra
Internal and External PR very important function of organization and both are dependent to each other .PR is also a part of marketing communication, which involves in advertising and promotions in targeted markets.
Vienna Social Media Conf, 20 April 2009Mat Morrison
These are the slides that accompanied a presentation I gave last night at IKP’s kom.update. It was a LONG presentation, so it covers a working "Practical definition" of Social Media (by no means the only definition!), Porter Novelli’s "4 step" approach to addressing Social Media, and the Integration Triangle.
I want to thank IKP for the opportunity to come to Vienna to give this talk! Find out more at http://www.ikp.at
And overview of the evolution of marketing and communications, and how the internet and social media have changed the world of advertising. Tips for social media networking and building trusting relationships that convert in to business.
Media Success For Small Sporting ClubsBob Crawshaw
Promote your sports club through the media and watch your public profile grow. Learn about the media, making your club stories appealing and the four ways to approach editors and producers.
Deck presented to public affairs, cultural affairs and information affairs staff at the US Embassy in Athens, Greece on Monday, Oct. 5, 2009. [CC] www.ericschwartzman.com
In order to improve personal and organizational knowledge, people have to take time to make sense of the information torrent. If not, it remains merely information. Unfortunately, many of today’s knowledge workers don’t have the time, discipline or the essential skills to select, filter, evaluate and comprehend their multifarious information sources. This can lead to missed opportunities, poor decision-making and suboptimal performance. The 21st century knowledge worker needs to be confident and comfortable with using social technologies and engaging with communities and social learning networks to update his or her knowledge in order to remain relevant. This session explores some of the tools, skills and processes that can help with information sense-making, and looks at the emergent roles of the Community Manager and Digital Curator in delivering value to learning networks.
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Writing For Public Relations: On Spreading Messages
1. On Spreading Messages
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
2. Ancient Origins
reach
persuasion outdoor advertising oratory town criers press propaganda
98,000 B.C.? 4,000 B.C.? 2500 B.C.? 700 B.C. 650 B.C. 1470 1622
talk cave painting papyrus paper bulletin newspaper
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
3. Modern Origins
reach
early pr marketing publicity modern pr media relations mass adv. social media
1762 1900 1910 1923 1940 1960 2000
e-mail
fax
press release Internet
yellow journalism objective journalism radio film television advocacy journalism validation
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
4. Mass Media
• As communication tools are innovated so are new models for manipulating information.
• As communication reaches a larger and larger audience, it is more difficult to manage.
• As communication reaches a global audience, it is more difficult to target proximity.
• As communication reaches a global audience, it is more difficult to identify publics.
• As communication increases in frequency, the more people select other messages.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
5. Communication Challenges.
Mass Media intended message
• The likelihood of a message remaining
intact is increasingly diminished as it
passes through multiple channels. original message
• By the time it is received, the average
media filtered
message is five steps removed from its
original source.
media bias neg
• When multiple trusted sources relay
information, people tend to believe the media bias pos
most frequently reported, not the most
social media
accurate.
*Edelman Trust Barometer. Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
6. Communication Challenges.
Mass Media
• There is a diminishing rate of return
250,000
on news stories, especially print.
total circulation
150,000
• Most people never read a newspaper circulation today
or magazine from cover to cover.
50,000 5,000 5
specific section
• The chances that someone will see an see specific story
organizational story, with the ability to
take action, is significantly reduced. act on story
Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
7. Communication Challenges.
Mass Media
multiple secondary sources
direct from source
• There is an increasing rate of opinions
overlaid on existing media stories.
original message
• There is a steady drop in the number
of people who trust the media, with intended public
print, radio, and television down 12-20
points.* media
• The circle of direct communication has employees
shrunk as people get their news from a
variety of secondary sources. unintended publics
*Edelman Trust Barometer. Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
8. Communication Challenges.
Mass Media
• Average American consumed 100,000
words of information per day in 2008.
• The amount of information consumed
increased by 6 percent every year.
• The number of times someone has
to see a message before they retain it
has increased from about 80 times in
1990 to more than 300 times in 2010.
University of California, San Diego
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
9. negative
Communication Challenges. positive
neutral
Mass Media blogger
• The accuracy of the media is in a identified source.
steady decline, with most considering
accuracy at a low of 28 percent.*
• Dailies have an error rate of about 50
percent; broadcast about 35 percent.** faux news media
• The erroneous demise of Gordon
Lightfoot was a pivotal example of the
decline of accuracy in media reporting.
*PEW Internet
**Approximation from Regret The Error, Craig Silverman Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
10. A Lesson In Expanding Publics.
entire planet
Case Study social media
major media
• Airline has localized crisis
related to 10 flights. local media
• Local media coverage and
then company’s use of social impacted
10 flights
media make it a global crisis.
• Company continued to talk about
the crisis and problem for six months.
Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
11. A Lesson In Internal Publics.
media coverage reach
Case Study social media reacts
• Company reported layoffs to
shareholders before
employees. original message
• Media coverage showed
intended public
cheering executives, ready to
turn the company around.
internal public
• Productivity fails as employees
panic and investors quickly change
their minds after negative coverage.
Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
12. A Lesson In Prioritizing Publics.
customer push back
Case Study
• Company tells customers of
rate increase.
original message
• Customers push back on
unaware employees and the intended public
media, which receives no
comment. internal public
• Media seeks input from legislators media
and advocacy groups.
legislators
advocacy
Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
13. Communication Solutions.
Messages
• The most effective messages are shared internally before they are released externally.
• The most effective messages prioritize the delivery to multiple publics.
• The most effective messages consider how every public will react to the message.
• The most effective messages have singular ideas, supported with facts for specific publics.
• If you don’t manage the message, the message will manage you.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
14. Social Media Integration.
Solutions
• Social media can assist public
relations in delivering
communication.
• Social media is not the only
means to deliver a message
direct to public.
• Social media requires real-
time supervision.
• Ignoring social media does not
mean social media ignores you.
* one of several Copywrite, Ink. models
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
15. Social Media Integration.
Journalists
• Write fact-based commentaries that are reasonably objective.
• Do not write to make friends, and friendship has no impact on reporting.
• Consult with a brain trust of five people, which may or may not be known.
• Fact check for accuracy. Seek outside sources. Have limited oversight.
• Do not discriminate between the level of expertise/popularity and insight.
Thomas L. Friedman
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
16. Social Media Integration.
Bloggers
• Write some fact-based commentaries, but emphasize advocacy and special interest.
• Most write to make friends because there is an incentive to do so.
• Are influenced by select peers and those peers are not always known.
• Do not fact check on a regular basis and do not seek additional sources.
• Do discriminate between expertise/popularity and value of insight.
Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
17. Six Divisions Of Modern Media.
Blurred
• Editor-driven media is the closest model to what we consider traditional news.
• Blogger-driven media focuses on specific niches with opinion-based influence.
• Citizen-driven media include young journalists, network newspapers, crowd-sourced wikis.
• Consumer-driven media is designed to provide readers with affirmation and validation.
• Propaganda-driven media is predisposed to reinforcing a singular point of view.
• Advertising-driven media is organizational content or news that caters to clients.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
18. Image: 360 Digital Influence, Ogilvy
News Releases
• The origin of the modern
news release is generally
considered to be 1907.
• The original intent was to
establish a “story” before other
versions were put out.
• Press releases later became a
tool to generate publicity,
suggest stories, and share
announcements.
wikipedia example
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
19. Image: 360 Digital Influence, Ogilvy
News Releases
• The news release became a
preferred method of initiating
contact with journalists.
• They were mailed to editors
or journalists.
• With the advent of fax
machines, most firms faxed
releases or used a wire service.
• With the advent of e-mail,
most firms e-mailed releases or
used a wire service.
az example
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
20. Image: 360 Digital Influence, Ogilvy
News Releases
• The modern news release is
much more interactive.
• It providers additional
resources and background
information.
• It allows for journalists,
bloggers, and the public to
share information.
• It allows public relations
professionals to summarize
content and provide a link for
pitchengine example
the release and content.
*hat tip to Todd Defren for one of the first conceptualizations in 2007.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
21. Post Media External Check List.
Impact
• Are all the facts in the story accurate and were they double checked?
• Is the story complete and in the proper context?
• If outside opinions are included, was the story fair and comments fair?
• Was the story told with sufficient depth to capture reader interest?
• Did the media give the appropriate amount of time or space to the story?
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
22. Post Media Internal Check List.
Impact
• Did we accomplish the objectives of the release beyond exposure?
• What else was accomplished that we did not anticipate?
• Did the spokesperson exhibit credibility or express empathy?
• Were core messages included in the story to help define our organization?
• Was the media satisfied with our information and did we deepen the relationship?
• What is the feedback from our various publics and is there follow up to do?
• What did we learn and what can we do better next time?
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
23. On Spreading Messages
Richard R. Becker, ABC
President, Copywrite, Ink.
copywriteink.com
copywriteink.blogspot.com
702.341.7135
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas