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58 Pages

SS11_Lecture_Notes_Week_8

Course: ADV 225, Spring 2011
School: Michigan State University
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Word Count: 2198

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225 Week ADV #8: Writing for Public Relations March 1 and 2, 2011 Andrew Corner, M.A., APR Instructor 330 Communication Arts and Sciences E: cornera@msu.edu P: 5178968995 (cell) ADV 225 Week #8: Agenda Major Assignment A due Writing Tool Review Pitch Letters (again) Review of Media Relations and PR Formats Social Media News Releases Writing Assignment 5 Inclass exercise 6 Due after Spring Break! Assignment Schedule: Tuesdays Major Assignment A: Quiz 4 FINAL due NOW Assignment 4: Assignment 5: Due at 10 p.m. tonight FINAL due March 15 DRAFT due March 15 FINAL due March 22 Assignment Schedule: Wednesdays Major Assignment A: Quiz 4 FINAL due NOW Assignment 4: Due at 7 p.m. tonight FINAL due March 16 DRAFT due March 16 FINAL due March 23 Assignment 5: ADV 225 Assignment 3: BadNews Letter Andrew Corner, M.A., APR Instructor Department of Advertising, Public Relations and Retailing Michigan State University BadNews Letters Scores entered Rubric attached Student editors: they are just learning too! See me to interpret edits Technical vs. subjective A high score may not mean you wrote a good letter Examples BadNews Letters Rewrites are not permitted If your score is less than 17 you may raise it to a maximum of 17 points by: Explain, in writing, each of the errors you made, with references to the AP Stylebook where appropriate. Identify the name of the entry and the page number. Resubmit your paper with the explanations attached. You will receive point credit for each error you successfully explain. Due on paper at the beginning of next class. BadNews Letters If you disagree with an edit that resulted in a deduction: Explain, in writing, the basis of your disagreement, with references to the AP Stylebook where appropriate. Identify the name of the entry and the page number. Resubmit your paper with the explanations attached. You will receive 1 full point credit for each incorrect deduction. Due on paper at the beginning of class next week. I WILL ONLY MAKE SUCH ADJUSTMENTS IF THEY ARE BROUGHT TO MY ATTENTION THROUGH THIS PROCESS. BadNews Letters Rewrites are not permitted If you are seeking to earn back points, you MUST: I WILL ONLY MAKE SUCH ADJUSTMENTS IF THEY ARE BROUGHT TO MY ATTENTION THROUGH THIS PROCESS. If you do not understand an edit, see me to clarify it. Make your appeal IN WRITING ATTACH your original paper AND THE RUBRIC, so I can see what was originally marked Submit ON PAPER at the beginning of class next week. Writing Tools of the Week 1. 2. 3. 4. 5. Begin sentences with nouns and verbs. Use verb modifiers with purpose and caution. Pay attention to commas. Me, myself and I: we are not the same! Go easy on the ings. Writing Tool of the Week em dashes Pearson Business Reference and Writer's Handbook em dash can be used to replace other punctuation marks to set off or emphasize parts of a sentence Commas Parentheses Writing Tool of the Week When to use em dashes In datelines and with MORE at the bottom of traditional releases To signal that words set off from the rest of the sentence are not essential but still important To emphasize part of a sentence To insert important information into a sentence without disrupting the flow Writing Tool of the Week Why to use em dashes Emphasis Create white space Enhance readability Efficiency Polished presentation You need them in news releases Writing Tool of the Week For emphasis To summarize We will visit several Midwestern cities Milwaukee, Chicago and Minneapolis. To clarify The course bulletins undergrad and grad give details of our classes. Writing Tool of the Week For emphasis To contrast This year's conference was sparsely attended unlike last year's. For effect or emphasis We're holding a golf outing in May an ideal reward for the top salespeople. Writing Tool of the Week In place of commas or parentheses Commas Please mark the meeting dates, March 15 and 16, on your calendar. Parentheses Please mark the meeting dates (March 15 and 16) on your calendar. Dashes Please mark the meeting dates March 15 and 16 on your calendar. Writing Tool of the Week To interject an aside without disrupting flow Aside = information that is useful but not essential to meaning Example: The items we need to get started markers, pens and paper are located in the supply cabinet. Writing Tool of the Week How to create the em dash How to use PC: ctrlminus signminus sign Mac: optionshiftdash Onscreen keyboard Put a space on either side This allows word processor to break on either side of the em dash Writing Tool of the Week Must be balanced Do not mix punctuation em dash on BOTH sides of inserted material Use em dashes with em dashes and commas with commas Correct: We asked for twoday shipping the same as usual and the package still isn't here. NOT correct: We asked for twoday shipping the same as usual, and the package still isn't here. ADV 225 Persuasive Appeals: The Pitch Letter Andrew Corner, M.A., APR Instructor 330 Communication Arts and Sciences E: cornera@msu.edu P: 5178968995 (cell) Pitch Letters The news media is a critical public Most P.R. professionals spend a good deal of time in media relations trying to earn coverage Supporting documents News Releases Pitch Letters Pitch Letters Form of Business Communication Persuasive writing: can be personal and promotional, but must also be factual Audiencespecific: written for a single reporter or editor Must follow AP Style and observe other strategic writing principles Pitch Letters Pitch Letters Onepage business letter that persuades a journalist to write particular story. Can replace a feature news release or short teaser news release. Do not use to replace a hardnews announcement release. In my experience, not often used. Pitch Letters Audience is a single targeted journalist. What you're pitching must match that journalist's beat or interest area. Helps if you have a relationship with that reporter or are at least familiar with his or her work. Pitch Letters Journalist may choose not to write the story you pitch. Could be sent as an email. Could be done as a phone call. Phone call doesn't maximize the chances your words will be used. I've pitched using a cover email with advisory attached. Pitch Letters Pitch Letter: Content and Organization Four parts, four paragraphs Part 1: Start a Fascinating Story One paragraph, 34 sentences Write as if it were the lead of the story you hope journalist will write. Begin to tell a story. Be concise and specific, but don't hesitate to tease make them want to know more. Avoid a "Did you know ..." opening. Pitch Letters Part 2: State the Purpose One paragraph, 34 sentences ASK FOR THE SALE! Tell the journalist why you are writing specifically. "The Detroit News should do a story on ..." Pitch Letters Part 3: State the Terms Note that it's exclusive. Request a response by a specific date. List contacts with phone numbers and emails. Offer to set up interviews. Be diplomatic. The reporter can do the story without you. Avoid controlling behavior and don't try to impose frivolous terms. Pitch 4: Letters Part Describe What You Want to Happen Next Promise to follow up by telephone in a few days. Include a specific date. If the pitch works, you usually won't have to call. End with a "sincerely" signoff. ADV 225 BadNews Letters Review Student Drafts ADV 225 Public Relations Formats: News Releases Andrew Corner, M.A., APR Instructor 330 Communication Arts and Sciences E: cornera@msu.edu P: 5178968995 (cell) Capturing Media Attention A visual element Local impact Controversy/conflict Human interest, esp. kids and/or animals Major financial commitment/loss to community Easy access Good timing and timeliness Capturing Media Attention Unusual, trend setting or just new Dignitaries/celebrities Piggyback onto a national/statewide story. Industry trends, perspectives News Releases A typical media relations communication tool Two basic forms Traditional News Release Social Media News Release News Releases Reasons to issue a news release Promote events Announce innovations, changes, new products New employees, clients, leaders Advocacy: positioning, reaction Respond to/feed an ongoing story Manage crisis News Releases Goals of the News Release To earn media coverage of an issue, event, position, achievement, legislation, proposal, plan, etc. To give reporters information that is compelling enough to convince their editors that it deserves to be in their newspaper or on the newscast. News Releases Releases are strategic Methods of Distribution They have a goal to earn coverage Suggest a story idea They are sales documents! Traditional releases are prepared as "ready for publication" Often not published as written Fax, email, direct mail PR Wire Services Web sites Social media Pitching/followup Traditional News Releases A basic communication tool for public relations practitioners At Least Three Types Announcement style is the most common Announcement: Straight news story Feature: Combination of information and entertainment Hybrid: A combination of feature and announcement Traditional News Releases Rigid structure: "Ready for Publication" Formatted and written like a summary news story: Example Inverted pyramid writing formula General summary lead 5Ws and H Quotations AP Style News Voice Attribution ADV 225 Release of the Future: Social Media News Releases Andrew Corner, M.A., APR Instructor Department of Advertising, Public Relations and Retailing Michigan State University The Media Perspective "The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem of what to say and how to say it." Edward R. Murrow Social Media News Releases Same goal as traditional release earn coverage Primary target: ONLINE journalists Posted online only, no paper copies Less rigid structure Are multimedia and include links Not presented as "ready for publication" more like a fact sheet No inverted pyramid No summary lead Deliver information in small bites Social Media News Releases Deliver objective facts Primary target bloggers and Webbased journalists don't want readytopublish stories, they just want the facts Often used in combination with traditional release Social Media News Releases Format A Web page housed in an organization's online newsroom Single spaced, double spaces between paragraphs Large, bold headline Date and time of posting below headline Social Media News Releases Resources Social Media Group IABC http://socialmediagroup.com/ Tom Foremski's "Die Press Release. Die. Die. Die." http://socialmediareleases.x.iabc.com/2008/03/01/iab http://www.siliconvalleywatcher.com/mt/archives/2 006/02/die_press_relea.php Social Media News Releases Resources Example: Page 107 of textbook Example: online "Wetpaint" link: Nutrisystem CocaCola Symantec SAP Example: prior student work Social Media News Releases Format Include "internal headlines" No # # # or 30 at end News Facts/Key Facts/Core Facts Quotes Multimedia Related Links Contact Information/For More Information Social Media News Releases News Facts Bulleted presentation of news announcement and 5Ws+H Each bullet stands alone Bullets together tell the whole story Read logically from top to bottom Social Media News Releases Quotations P.R. writers typically craft quotes for their customers. They are "invented," but used purposefully Tell part of the story Meaningful and compelling no fluff Represent the perspective of the person "quoted" Gain approval before distributing the release Sounds like something a person in that position would actually say Social Media News Releases Quotations Something that person would actually say Read like conversational English Deliver a key message or key concept Appropriate for dropping into a news story Format like the textbook (p. 107) Social Media News Releases Quotations Protect your quotes. Include information that is vital to the story, not "fluff." Which is more effective? If the primary verb in your quote is "excited," it qualifies as fluff. Instead, write a quote that tells reporters WHY the source is excited. "We are excited to have David DeBiose join our medical staff." or "David DeBiose has an outstanding resume and has the determination, skill and experience to make our new department extremely successful." Social Media News Releases Multimedia What would you include if you were the consultant on this project? OK to make things up as long as they are logical Indicate it's downloadable by underlining Downloadable content Web links go in next section Social Media News Releases Related Links What would make sense? Web content online reporter could visit for more information about the story or its characters OK to make things up as long as it's logical Indicate it's a hyperlink by underlining Social Media News Releases Contact Information/For More Information Someone reporters can contact to follow up on story Include telephone AND email address ADV 225 Assignment 5: SMNR Assignment 5: SMNR Inclass assignment Part 1: Part 2: Complete "Preparing to Write a Traditional News Release" worksheet, page 267 Draft quotes for Wilma Flintstone and Donny Osmond Put them on the back of your worksheet Submit next class for points. DON'T Turn it in tonight! Format Demo Deadlines: Tuesday TUESDAY SECTION: Due March 15 FINAL Assignment 4 DRAFT Assignment 5 Pitch letter due at 6 p.m. IN CLASS, ON PAPER and to drop box on ANGEL SMNR draft due at 6 p.m. To drop box on ANGEL Bring paper copy to class with you Inclass exercise you just finished Happy Spring Break! Deadlines: Wednesday WEDNESDAY SECTION: Due March 16 FINAL Assignment 4 DRAFT Assignment 5 Pitch letter due at 3 p.m. IN CLASS, ON PAPER and to drop box on ANGEL SMNR draft due at 3 p.m. To drop box on ANGEL Bring paper copy to class with you Inclass exercise you just finished Happy Spring Break!

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