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