APRD 2005 Review
Key Points to Writing Process
1. 9 step writing process 2. Good writing starts with good research 3. Allow time to revise 4. Understand target audience
Writing for News Media
1. Knowledge of AP Style 2. Knowledge of grammar and punctuation 3. Ability to simplify info 4. Focus on accuracy and details 5. Objectivity 6. Clarity
PR Planing Model
1. Research 2. Objectives 3. Strategies 4. Tactics 5. Implementation 6. Reporting/ Evaluation.
Basic Rules of Broadcasting
1. Short sentences 2. 1 idea per sentence 3. Make it personal 4. Use simple subject verb object sentence structure 5. Active voice 6. Present tense 7. Write it as you would say it 8. Words and pictures work in unison
Writing for Website
1. Write info in bytes 2. Start with conclusion 3. Put key info in the first sentence 4. Use hypertext links 5. Don't use promotional writing- be objective
When writing a creative brief or strategic message planner
1. You must conduct research before you begin to plan messages and creative elements of communication campaigns 2. Proofreading is vital.
9 step writing process
1. research 2. creativity/brainstorming 3. organize 4. write 5. revise 6. edit 7. seek approval 8. distribute 9. evaluate
Brand Voice
A consistent way of conveying a brands message to an audience
Business Plan
A doccument that clearly outlines an overall integrated communication strategy and how it will be implemented.
Business Proposal
A report like document that promotes and describes a plan
PR overview
A strategic communication process that builds mutually beneficial relationships between organizations and their publics.
Business Memo
A written doccument that is less formal
Copywriting Formula (AIDA)
Attention, Interest, Desire, Action
Tips for proposals and plans
Be Diplomatic Consider a unifying theme Focus on outcomes Be concise Make it attractive Bring target audiences to life Seek advice Make it attractive
__________communication is the exchange of messages that help an organization complete its day-to-day functions
Business
A __________________ communicates facts and sometimes opinions or recommendations based on those facts
Business Report
Effective audio ads have a simple message and
Call to action
The primary audience for a social media calendar is
Colleagues and clients
Key reasons for using social media in business communications
Communicating with potential employees Internal communications Use of Private Social Media in the Workplace
Owned Media
Controlled, brand focused, content business owns (Ex: Company Website"
Paid Media
Controlled, paid, multi media- paying for content to be seen (ex: Social Media Promotion)
Info is ____ and insight is ___
Data, Interpretation
________________ gives the location of the news release story.
Datelines
A good brief provides
Direction and Inspiration
Securing an organic mention on an influencer's Instagram is an example of _______ media.
Earned
Pathos
Emotional Appeal Human interest, common ground, appeal to self interest
Ethos
Ethics, Truth, Credibility Testimonials, Endorsements, Halo Effect (Tie prdocust with other products).
Most successful podcasts are conversational and are not scripted or edited (T/F)
False
Research shows that readers read web pages word for word (T/F)
False
Social media is defined as interactions that can result from social listening and joining the conversations (T/F)
False
Social media messages should primarily be about your target audience's content preferences. Organization goals take a back seat (T/F)
False
Information is Insight (T or F)
False Information is NOT insight
Advertising consists of persuasive messages sent by identified sponsors to targeted consumers through uncontrolled media (T or F)
False- CONTROLLED
When writing web copy, put key information where in a paragraph
First Sentence
In web copy, if the ________________ doesn't immediately grab readers' attention, they may click through to another site.
Headline
News Releases are in what style
Inverted Pyramid
A __________ is a word or phrase included in website content to help a search engine locate particular pages
Keyword
Logos
Logic to Convince Statistics, cognitive dissonance, contextual relevance
social listening
Monitors what customers are saying Tracking certain keywords, phrases and names Analyzing mentions of your brand across social media Responding and engaging with the mentions.
To engage readers with web copy, write in which style
Objective
creative briefs should be written in
One or two sentences
PESO stands for
Paid, Earned, Shared, Owned
writing for advertising
Persuasive message. Identified sponsor Controlled media (Paid Placements) Start with creative brief
A ___________________ is an audio and/or video file downloaded from the internet
Podcast
Marketing 4 P's
Product, Price, Place, Promotion
A ______________ is a report-like document that promotes and describes a _________.
Proposal, plan
Recipe for a successful program
Realistic, consistent to brand identity
Public Relations Process
Research, Planning, Communication, Evaluation
RPIE in social media stands for
Research, Planning, Implementation, Evaluation
A _____________ is a message to persuade someone to buy a product or service
Sales
SEO stands for
Search Engine Optimization
A ______________________ is a more visual demonstration to a client of how the words and pictures in a video ad will be married into a single persuasive message.
Storyboard
Integrated Marketing Communications
Target Audience Receives Many Messages Messages Should be Aligned and Coordinated Marketing 4ps Each of the 4ps communicates something to the target audience Integrated: All messages work together As a writer, think about message integration
Four important social media trends:
The relevance of influencers The use of algorithms The Use of SOcial Media Monitoring The Use of Videos
Email communication is less formal than a business letter so writers can skip the "Sincerely" at the end (T/F)
True
Likeability is the key to persuasion (T/F)
True
Pitching journalists is a traditional way to secure earned media (T or F)
True
The public relations process consists of four stages: research, planning, communication and evaluation. (T or F)
True
True of False: Most people scan websites rather than fully read them?
True
Shared Media
Uncontrolled, co created, audience centric. Brand owns the content on its social accounts, but the social platform controls how it works.
Earned Media
Uncontrolled, credible, outlet driven, pitch to "earn" media coverage.
Difference between plan and proposal
a business plan is a document that presents facts, while a business proposal is a request for a deal and a quotation of prices.
business plan
a formal written document that describes the nature of a business and how it will operate
creative brief
a guideline or blueprint for the marketing communication program that guides the creative process. Distills and summarizes the agency's strategic thinking and conveys it to the creative team.
Insightful brief is
a point of view, provocative, brief
Digital ads often must persuade the viewer to
click or tap through to a landing page.
In email business communication, the subject line should
concisely summarize the main point
Successful websites have
current info info is content driven easy to use
When typing a business letter, end with "Sincerely," then skip __________ spaces and type your first and last name.
four to six
A ______________ is a message sent to potential donors
fundraising
Successful proposals show
how a specific course of action will solve a well-defined problem
A ____________________ is a written message to an internal audience
memo
Media placements that fit the form and function of the surrounding editorial content on a webpage are called
native ads
An announcement news release is a/an ____________ news story. A feature news release is a/an ________________story
objective, soft
The audience for a proposal is the ______________________.
people who have the power to approve it
Successful fundraising messages include ____________, ___________, benefit-driven messages.
personal, emotional
Search engine optimization
plays a vital role in getting your website found
Owned media is always a
strong, solid, strategy
Target Audience
the group of people at whom advertisements are aimed
Newsworthy Elements
timeliness, impact, uniqueness, conflict, proximity, celebrity
Blogs should
use relevant images and content- be updated regularly- share expertise/ other organizational news- use short paragraphs
