PR+Writing+_+Technique+PRP-N.ppt

PR+Writing+_+Technique+PRP-N.ppt -...

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“Writing is the core skill of the  PR Practitioner” What is needed? Ability to think Focused Aware Relational Logical Confident Principles of Public  1
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“Writing is the core skill of the  PR Practitioner” What is needed? Above average language skills Able to express complex issues in clear and concise  language Ability to write on demand No “blank page” issues Self-discipline Knowledge Listen Principles of Public  2
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What is PR Writing? Precise use of language Expressing complex concepts in clear and concise  language Writing on demand Command of content Principles of Public  3
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Controlled vs Uncontrolled  Information Controlled information Often paid for Desired content Desired distribution Some examples Advertising Newsletters White Papers Op eds Letters to the Editor Principles of Public  4 ü Low credibility e.g. advertising ü Effectivene ss driven by money $
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Controlled vs Uncontrolled  Information Uncontrolled information Not paid for Content subject to editing Uncertainty of exposure Some examples News releases Broadcast statements, speeches Principles of Public  5 ü Higher credibility e.g. news coverage ü Not dependent on money $
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PR+Writing+_+Technique+PRP-N.ppt -...

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