Chapter 16 2008 Post

Chapter 16 2008 Post - Chapter 16 1. Provide information 2....

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1 Chapter 16 • 1. Provide information • 2. To entertain • 3. To persuade • 4. To record events • 1. To inform • 2. To teach • 3. To persuade • 4. To please • Writing takes hard work • Think before writing • Fundamentals are important • Public relations practitioners are horrible writers • Every word counts • Writing is a process • Journalism – Present information in an objective manner – Goal of a journalist is objectivity - neutral • Public Relations – Purpose is advocacy • To inform • To persuade • To motivate
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2 • The idea must precede the expression. • Don’t be afraid of the draft. • Simplify, clarify. • Writing must be aimed at a particular audience. Text p. 330 1. Credibility 2. Research 3. Organization 4. Writing 5. Revision 6. Macroediting 7. Microediting 8. Approval 9. Distribution 10. Evaluation 1 – 10. Communication with supervisors and clients • Arranges information in descending order of importance • Lead states the most newsworthy information • 2 nd paragraph provides details that amplifies the lead • Subsequent paragraphs add less important details • Can be shortened by deleting paragraphs from the end • Easy way to organize information • 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
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3 • Emphasizes the news in the story • Provides a transition to the rest of the story • Quote – exact wording of statements that people make
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Chapter 16 2008 Post - Chapter 16 1. Provide information 2....

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