Chapter 14 Notes

11 04 2010

Chapter 14 Reading Notes
Here are some guidelines for writing smart, simple, and short:
1. Completeness
2. Conciseness
3. Correctness
4. Courtesy
5. Responsibility

-Show a need
-Satisfy the need
-Show benefits
-Call for action
***When writing a proposal, keep in mind proposals follow a specific format. They are a tool to convince higher management to make a decision about contracts or about approving money and resources for a project.

Source: Public Relations Writing and Media Techniques


Chapter 12 Notes

11 04 2010

Chapter 12 Reading Notes
Here are five things that new media is characterized by
1. Widespread broadband
2. Cheap/free, easy-to-use online publishing tools
3. New distribution channels
4. Mobile devices, such as cameras phones
5. New advertising paradigms
Here are some writing tips from Shel Holtz
1. Write the way you talk
2. Limit each page to a single concept
3. Use a lot of bullet-point lists
4. Make sure each page provides the context readers need
5. Limit the use of italics and boldface
6. Do not overuse hyperlinks within narrative text
7. Make sure your hyperlinks are relevant
8. Provide feedback options for readers

**Public Relations is a field where texting, twitter, and wiki are used a lot within works that are done.

Source: Public Relations Writing and Media Techniques

Chapter 11 Notes

3 04 2010

Chapter 11 Notes

Areas of Friction Between Public Relations and the Media-
*Advertising influence
* Name-calling
* Sloppy/biased reporting
*Hype and News Release Spam
* Tabloid journalism
Here are some guidelines for PR Newswire-
* When “no comment” appears it can create hostility
* Be respectful and try to help
* Know the deadlines that are set for print and media
* Network with the journalist around you and be familiar with who they are so you know who to contact

Source: Public Relations Writing and Media Techniques

Chapter 10 Notes

2 04 2010

Chapter 10

In PR writing you can use tip sheets. These are a good for finding media people who might have an interest in your work.

Here are Distribution Channels for Publicity Materials:
1). E-mail: This can be used for pitching story suggestions to journalists and editors. You can have questions answered and you can also send any of your materials through this medium.
2). Online newsrooms: This can be used to discuss news releases, media kits, features, corporate background information, and high-resolution photos and graphics.
3). Electronic newswires: This can be used for distributing financial news to larger newspapers and broadcasting outlets. This can be national or international.
4). There are mat distribution companies that can also be used.
5). Photo placement firms: This is good and can be used for distributing high-resolution photos used to make publicity on an international basis

Source: Public Relations Writing and Media Techniques

Chapter 9 Notes

2 04 2010

Chapter 9

Audio News Release is often called an ANR. These can take 2 forms:
ANR-Audio News Releases can be in two different forms. They are either actuality, which is someone who has a great voice for the radio and reads all of the announcements yet their name is not said. And the other is soundbite, which is a more complex one yet easy. This is where an announcer can be used or a soundbite (a clip from a customer, famous person, or company spokesperson).

–Public Service Announcements can only be used by non-profit organizations and is properly defined by the Federal Communications Commission (FCC) as an unpaid announcement that promotes the programs of government or nonprofit agencies.

These are a list of eight titles that are on radio and television stations:
1.General Manager
2.Program director
3.Directors and producers
4.New Director
5.Assignment editor
7.Public affairs or public service director
8.Promotion director

Source: Public Relations Writing and Media Techniques

Chapter 8 Reading Notes

25 03 2010

Chapter 8-

Photos and graphics are very important to a news release and feature story. They help describe the story without fully reading it and they are an aspect that grabs the readers attention in the beginning.
Works of an effective and good photo have technical quality, subject matter, composition, action, scale, camera angle, lighting and timing, and color.
Cropping Editing the photo is when you cut off parts of the picture that you don’t want to get a better more focused idea of what you want the picture to portray. All the photos that you have will need a caption that is a slight description of the picture and may include a quotation.

Source: Public Relations Writing and Media Techniques

Chpater 7 Notes

13 03 2010

Chapter 7 Notes

  • When writing a feature story is it used to help in these five areas. Make sure that these intertwined within your feature:

1)       Give information to the consumer

2)       Give background about organizations

3)       Give a behind-the-scenes perspective

4)       Add a human dimension to events

5)       Generate publicity

  • For writing a feature you need to keep in mind these three things to help with ideas:

1)       Conceptualize how something lends itself to future treatment

2)       Determine if the information would be interesting and useful for your audience

3)       Be sure that the feature helps achieve organizational objectives

  • A proposal is used as an outline of the entire article and tells in detail why a magazine should publish it. In a proposal it should include:

1)       Tentative title of the article

2)       Subject and theme

3)       Significance

4)       Major points

5)       Descriptions of available photos and graphics

  • These are the most common types of feature stories that are used within PR writing:

1)       Case studies

2)       Application stories- similar to case study but focuses on how consumers can use a product or service in innovative ways

3)       Research studies

4)       Backgrounders- there are several kinds. They can focus on a problem and its solution from the product or it can explain how the product has evolved.

5)       Personality profiles

6)       Historical pieces

  • There are 5 different parts of a feature story and they are:

1)       The headline

2)       The lead

3)       The body

4)       The summary

5)       Photos and graphics

Source: Public Relations Writing and Media Techniques