Chapter 15 2010 Post

Chapter 15 2010 Post - Purposes
for
Wri ng
...

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Unformatted text preview: Purposes
for
Wri+ng
 Public
Rela+ons
Wri+ng
 •  •  •  •  1.
Provide
informa+on
 2.
To
entertain
 3.
To
persuade
 4.
To
record
events
 Chapter
15
 Goals
for
Wri+ng
 •  •  •  •  1.
To
inform
 2.
To
teach
 3.
To
persuade
 4.
To
please
 Public
Rela+ons
Wri+ng
 •  Journalism

 –  Present
informa+on
in
an
objec+ve
manner
 –  Goal
of
a
journalist
is
objec+vity
‐
neutral
 •  Public
Rela+ons
 Key
Points
 Wri+ng
takes
hard
work
 Think
before
wri+ng
 Fundamentals
are
important
 Public
rela+ons
prac++oners
are
horrible
 writers
 •  Every
word
counts
 •  Wri+ng
is
a
process
 •  •  •  •  Goals
of
Public
Rela+ons
Wri+ng
 •  To
inform
 •  To
persuade
 •  To
mo+vate
 –  Purpose
is
advocacy
 1 Fundamentals
of
Wri+ng
 •  •  •  •  The
idea
must
precede
the
expression.
 Don’t
be
afraid
of
the
draN.
 Simplify,
clarify.
 Wri+ng
must
be
aimed
at
a
par+cular
 audience.
 The
10
Step
Wri+ng
Process
 The
10
Step
Wri+ng
Process
 1.  2.  3.  4.  5.  Credibility
 Research
 Organiza+on
 Wri+ng
 Revision
 Inverted
Pyramid
Style
of
Wri+ng
 
6.
Macroedi+ng
 
7.
Microedi+ng
 
8.
Approval
 
9.
Distribu+on
 10.
Evalua+on
 1
–
10.
Communica+on
with
supervisors
and
 clients
 Inverted
Pyramid
Style
of
Wri+ng
 •  Arranges
informa+on
in
descending
order
of
 importance
 •  Lead
states
the
most
newsworthy
informa+on
 •  2nd
paragraph
provides
details
that
amplifies
 the
lead
 •  Subsequent
paragraphs
add
less
important
 details
 •  Can
be
shortened
by
dele+ng
paragraphs
from
 the
end
 •  Easy
way
to
organize
informa+on
 2 Lead
 •  •  •  •  •  •  •  Who
 What
 When

 Where
 Why
 How
 Who
cares?
 •  Usually
one
or
two
 sentences
 •  About
30
words
per
lead
 sentence
 •  Contains
the
W’s
 •  A
summary
lead
 Second
Paragraph
 •  Emphasizes
the
news
in
the
story
 •  Provides
a
transi+on
to
the
rest
of
the
story
 Quotes
in
PR
Material
 Lead 2nd Paragraph Details •  Quote
–
exact
wording
of
statements
that
 people
make
 •  Acribu+on
–
who
said
it,
the
source
 Details Wri+ng
For
the
Web
 Three
Principles
 •  Wri+ng
for
the
Internet
and
World
 Wide
Web
is
different
than
wri+ng
 for
tradi+onal
paper
 •  The
reader
rules.
 •  The
wri+ng
is
nonlinear.
 •  Structure
is
everything
 3 Wri+ng
For
The
Web
 •  Five
Key
points
 Wri+ng
For
The
Web
 2.
 
Be
succinct
and
write
no
more
than
50
 percent
of
the
text
you
would
write
for
a
 hardcopy
[email protected];

 Wri+ng
For
The
Web
 4.

Use
hypertext,
headings,
and
bulleted
lists
 to
break
the
material
into
chunks
of
 [email protected];
and
 Wri+ng
For
The
Web
 1.

Reading
text
from
a
computer
screen
is
 different
from
reading
text
from
paper
and
 people
read
25
percent
slower
from
a
 computer
screen;
 Wri+ng
For
The
Web
 3.


Write
for
scannability
in
that
users
do
not
 read
word
for
word
from
a
computer
screen
 and
they
do
not
like
to
read
long
blocks
of
 text;

 Wri+ng
For
The
Web
 5.

[email protected]
for
the
Web
is
no
different
from
 standard
best
[email protected]
of
solid
journalism;
 [email protected]
should
be
mechanically
excellent.

 4 Basic
Principles
in
Wri+ng

 For
The
Web
 •  •  •  •  •  •  Highlighted
keywords
 Meaningful
subheads
 Bulleted
lists
 One
idea
per
paragraph
 Inverted
pyramid
style
 Half
the
word
count
 The
News
Release
 •  The
founda+on
for
public
rela+ons
 programs
 •  The
most
basic
public
rela+ons
tool
to
get
 messages
in
front
of
the
media,
the
public
 •  Is
a
straighgorward,
unbiased
news
story
 The
News
Release
 •  A
wricen
announcement
distributed
to
the
 media
that
clearly
announces
informa+on
you
 wish
to
place
in
the
news
 Tradi+onal
Tac+cs
in
PR
 •  •  •  •  •  •  •  •  •  News
releases
 Media
kits
 Fact
sheets
 Backgrounders
 Lecers
to
the
editor
 Speeches
 Interviews
 Financial
reports
 Statements
 •  •  •  •  •  •  •  •  •  News
conferences
 Posi+on
papers
 Newslecers
 Intranets
 Web
sites
 Special
events
 Tours
 Trade
magazines
 Byliners
 The
News
Release
 •  A
formal
statement
from
an
organiza+on,
in
 ready
to
publish
form,
which
is
used
to
inform
 the
media
of
any
informa+on
that
could
 warrant
coverage
by
the
media.
 The
News
Release
 To
be
newsworthy,
news
releases
must
be
 objec&ve.
.
.
It
must
appear
as
a
fair
and

 accurate
representa&on
of
the
news
that
 the
organiza+on
wishes
to
be
conveyed.

 5 Publicity
 The
News
Release
 Three
basic
categories
for
news
releases:
 –  Publicity
 –  Product
 –  Financial
 •  •  •  •  •  •  Product
 •  •  •  •  •  •  Informa+on
about
specific
products
 Informa+on
about
the
product,
product
lines
 Changes
in
product
 Product
updates
 Product
recalls
 Product
sales
 New
Releases
 •  Less
than
10
%
of
releases
are
used
 •  Reasons
for
not
being
used:
 Personnel
announcements
 Changes
in
business
procedures
 Special
events
 Announcements
 Response
situa+ons
 Any
news
about
the
organiza+on
 Financial
 •  •  •  •  •  Sales
and
earnings
reports
 Quarterly
financial
reports
 Pricing
announcements
 Dividend
announcements
 Special
financial
macers
of
importance
 The
News
Release
 •  News
Release
Tradi+onal
 •  Internet
News
Release
 –  Releases
are
poorly
wricen
 –  Releases
are
rarely
localized
 –  Releases
are
not
newsworthy
 6 Media
Kit
 •  Serves
as
the
“calling
card”
to
introduce
the
 organiza+on
to
the
media
 •  Contains:
 –  News
releases
 –  Backgrounders
 –  Biographies
 –  Fact
sheets
 –  Photos
 –  Speeches
 Fact
Sheets
 •  Compiles
the
most
relevant
facts
concerning
 the
product
or
organiza+on
in
a
quick
and
 easy
fashion
 Backgrounders
 •  Provides
addi+onal
informa+on
to
complete
 the
news
release
 •  Can
be
a
wricen
document
or
presented
as
a
 video
 Backgrounder
Video
 •  GE
:
imagina+on
at
work
 –  Enhance
the
release
 –  Discuss
the
organiza+on
 –  Product
background
 Lecers
To
The
Editor
 Speeches
–
Five
Characteris+cs
 •  •  •  •  •  Designed
to
be
heard
not
read
 Uses
correct
language
 Demands
a
posi+ve
response
 Must
have
clear
cut
objec+ves
 Tailored
to
a
specific
audience
 7 Speeches
–
Four
Sec+ons
 •  •  •  •  Introduc+on
of
the
subject
 Thesis
that
states
the
central
idea
 Body
of
suppor+ng
facts
 Conclusion
that
includes
the
thesis
 Interviews
 •  Q
and
A’s
 •  Present
the
most
probable
ques+ons
posed
 about
the
subject
macer
and
then
answers
 those
ques+ons
 Statements
 •  A
posi+on
given
by
an
organiza+on
on
a
 specific
topic
or
ques+on.
 •  ONen
issued
as
a
news
release
 •  No
addi+onal
details,
no
ques+ons
 Speech
Wri+ng
 •  Is
an
art
 •  Is
a
process
 •  Basics
are
the
same
 –  Different
ways
to
accomplish
 –  Everyone
has
their
own
style
 –  Every
speech
is
unique
 –  Every
speechwriter
is
unique
 Financial
Reports
 •  Financial
News
Releases
 •  Quarterly
Reports
 •  Annual
Reports
 Posi+on
Papers
 •  Usually
an
internal
document
that
states
the
 organiza+on’s
posi+on
on
a
par+cular
topic
or
 subject.
Can
be
used
as
a
public
document.
 8 Byliners
 •  A
story
signed
and
authored
by
a
 representa+ve
of
an
organiza+on
used
by
the
 media
as
a
news
story
 Biography
 •  The
second
most
popular
public
rela+ons
 wricen
tac+c
 •  Recounts
the
key
facts
about
an
individual
 –  Straight
bio
 –  Narra+ve
bio
 9 ...
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