SCOM 261 Final
End Mark
(####), ((END)), or ((ENDIT))
Nut Graph
-"In a nutshell" paragraph -Describes "what's in it for me?" and answers the "so what?" question -Usually situated 3-5 paragraphs into the story
Advertising
-"Non-personal paid communication through various media by an identified organization for the purpose of informing and influencing a particular audience" -Advertising can be separated into two overarching categories: -Consumer Advertising -Public Relations Advertising
ApproximateWord/ Time Ratios
-10-second announcement: 25 words -20-sencond announcement: 45 words -30-second announcement: 65 words -45-second announcement: 100 words -60-second announcement: 125 words -90-second announcement: 90 words -180-second announcement: 250 words
Content Headings
-5ws+H -Q&A
News Statement
-A combination of a news release, position paper, and speech. -Make sure the information is of high news value.
News Brief
-A combination of your lead and benefit statement (can also include the info/action statement) into a statement that is of interest to both the reader and the organization -A capsule of info in the fuller release; it is clear and concise in serving the interests of the busy reader, who may not read any further -A well-crafted presentation of the organization's message; it summarizes the info, positioning it in terms that focus on the message's benefit to readers -An effective PR writer will approach every news release as an opportunity to provide such a brief, followed by additional info to add depth and detail
Conclusion
-A conclusion is a summary of the entire speech. -During the conclusion your should restate your proposition/thesis and restate your arguments without repeating, word-for-word, what has already been said. -Close with a clincher. That is, a strong final appeal.
Backgrounder
-A factual piece that provides a backdrop to a product or service associated with an organization or explains the context of a situation affecting the organization -May also deal with technical information -Similar to a background fact sheet but is more comprehensive -Research is crucial when writing backgrounders. You need to clearly the topic and its significance in order to present it fairly and objectively -Backgrounders might be used by: reporters, organizational spokespeople, other PR writers, organizational representatives, grant writers, etc. -Format is flexible. Do some research and look at other relevant examples
Attribution of Quotes pt. 2
-A full sentence quote (or the first sentence of a multi sentence quote) should begin a new paragraph -Attribution should follow (not precede) a brief full-sentence quote -Attribution may interrupt a longer full-sentence or multi sentence quote, with the speech tag placed at a logical pause in the sentence such as following a phrase or clause -Attribution generally comes before partial quotes -Partial quotes cannot lead into full-sentence quote -Paraphrases are appropriate substitutes for cumbersome or unimpressive quotes -When attributing quotes directly, use 'said'. Journalistic writing inverts natural word order to lead with a quote -Use quote-said-speaker when the speaker is identified by full name of long title -Use quote-speaker-said when the speaker is identified by only a pronoun or a short last name or reference
Video News Release (VNR)
-A fully packaged PR release for TV -Done just like a news story and includes visuals and voiceovers -Can be partly produced, leaving the voiceover work to the TV station's announcers/staff -Often used in crisis situations -Non-profits use them to explain their work and encourage publics to support their cause -Save promotional language for the advertising department. Focus on news! -Many smaller TV stations and some large ones use them regularly -Function as a kind of news subsidy and can help broadcasters fill expanding news holes created by the 24/7 news cycle -Can be used online, on morning shows, on talk shows and regular news shows -CNN, FOX, ABC might feed them to local affiliates all over the country -Difficult to edit. Ensure your footage is unique and interesting -90% used by local stations do not identify the source of the information
Speech
-A good speech can produce many benefits for an organization. -Face-to-face communication is more persuasive than mediated communication -Speeches allow for immediate feedback and facilitates two-way communication -Speeches give organizations a human face -Remember, however, that there is a big difference between talking at someone and communicating with someone. -Most speeches given by influential people are ghostwritten. -Executives and politicians do not have the time needed to plan, research, and write quality speeches. -Ghostwriting is an extension of the quote crafting you would do for a CEO in a news release.
Trademark
-A legal tool offering protection to a distinctive name™, logo, word, or phrase. For companies/businesses. -Registered trademarks® usually protect product names and phrasing associated with products.
Questions and Answers
-A means for reporters to ask clarifying questions -Prep spokesperson for Q&A
Biographical, Narrative
-A straightforward account of a person's work history, accomplishments, education and so on -Provide info that can be useful as supplements to news releases , advance info for speaking engagements, background for awards presentations and events fliers -Brief, factual accounts -Organized in a manner that makes sense (contextual, chronological, topical, etc.)
News Release
-A time-honored and important PR tool -Skills required to write this are still very high in demand -Employers sometimes screen applicants based on their ability to write on-the-spot news releases
Pseudo-events
-Academy Awards -Super Bowl -Miss America -Comic-con -Product launches
Writing PR Ads
-Advertising copywriting observes some of the guidelines associated with broadcast writing, especially the need for natural-sounding dialogue and simple words. -Allows for contractions, sentence fragments, and colloquialisms, and other regional or non-standard speech. -Some common approaches: Testimonial -Celebrity Endorsement -Product demonstration -Drama -Problem/solution ads, fantasy format, animation, and humor. -Reflective Piece -Symbol -Sound
Analyzing Issues
-After you have identified issues and trends that affect your organization, the next step is to assess these issues. You will need to examine the issue from two points of view: 1. The organization: What are the causes of the issue? What is the likely impact, especially the potential for harm? What are the options for dealing with the issue? 2. The key publics: Is this an issue of interest to people outside the organization? What is its likely impact on them? How does the organization seem to be involved with this issue? -During this stage you will start writing about the issue. Present the background. Identify the pros and cons. Articulate the impact on the organization and its publics. -Prepare an issues analysis report for your manager or supervisor. Be sure to outline the issue, its significance, its history, current status, and projected future course. -Make preliminary sketches of positions the organization might take by listing likely outcomes based on your earlier pro/con list.
Short Sentences
-All PR writing should strive for simplicity of style. This is particularly important when writing copy intended for news media -This means short sentences and simple, understandable words -Given the limited width of newspaper columns, long paragraphs result in massive amounts of unbroken text -Six lines of typed text at maximum (equal to 15 published newspaper lines)
Headline and Subhead
-All capitals, bolded, underlined, centered -Subhead fleshes out the theme of the story
Readership Aids
-Allow readers to subscribe to content -Inclue contact info
Story Idea Memo
-Also called a tip sheet -Invites editors and news directors to develop features about interesting people associated with an organization -The focus in not necessarily on the organization itself -A good way to build a working relationship with journalists
Position Statement
-Also called a white paper, the position statement is a presentation of the considered of the organization -In some ways, the position statement is an extension of the backgrounder. While it provides background, it also stakes out a position -Position statements are among the ways that public relations contributes to a democratic society through the exchange of viewpoints in the marketplace of ideas. -Position statements vary in length and depth depending on the issue's severity and significance. Anywhere from several pages to a few short paragraphs. -Avoid the following pitfalls: -Posing questions but not providing answers. Oversimplifying complex issues. Getting boggled down in burdensome details. Presenting opinions weakly and hesitantly. Improper use of logic and evidence. Unfairly attacking opponents.
Media Advisory
-Also called media alert or press advisory -Meant to entice journalists to attend an event -A memo notifying the media about an upcoming newsworthy activity related to an organization -Be careful not to divulge too much information -Avoid hype and advertising language -Meant for members of the press, not members of your key publics
Contingency Statement
-Also called stand-by statements -Written to prepare the organization for various potential situations. -Takes the form of a brief position statement written to deal with different pending scenarios. -Written before the fact and must therefore be held in strict confidence to avoid embarrassment.
Proclamations
-Also known as a resolution -A formal statement commemorating an event or issue to be published over the signature of a governmental or other official. -Follows a very strict format -"Whereas," "therefore," "be it resolved." -Building a case that leads to a conclusion
Fliers
-Also known as circulars, broadsides, and handbills. -Among the easiest PR materials to write and distribute. -Gather the relevant data, present it clearly and succinctly, and you've done most of the work. -Fliers are generally used to announce specific events such as meetings, new products such as books, or new programs such as college courses. -All fliers share some common characteristics: -They are single units that provide time-specific information that increases the reader's awareness or knowledge about a topic -Fliers are unfolded sheets -Posted on bulletin boards, delivered by mail, distributed by hand, or uploaded to website -Fliers are read as single units -Focus on a single message (poster-style (artwork driven) & editorial-style (text driven)) -Fliers are time specific -Address a particular, time-bound event. Goal is usually to promote attendance or participation -Fliers serve awareness objectives -The goal is to provide key publics with information
Standing Head
-Also known as column heads -Avoid these as they are dull and formulaic
Organizational Profile
-Also known as corporate backgrounder -Organizational histories can be expanded into organizational profiles -Provides an overview of the organization's mission or purpose, its operating practices and philosophy, and its achievements -Can be written in order to help publics understand key terms or to provide additional information to readers with technical experience in the field -Allows for flexible writing styles. Find one that works for your organization/ client
Brochures
-Also known as leaflets, folders, pamphlets, booklets, tracts, bulletins, and packets. -Allows for longer messages than a flier. -Brochures serve a variety of purposes and can be distributed to various publics. -Are relevant for an extended period of time -Brochures are a controlled medium -Allow the organization to determine not only the message content by also the presentation of the message -Brochures are a nonpublic medium -Fall midway between interpersonal communication and public media -Brochures are published once -Should be of long-term interest and be relevant for months (perhaps even years) -Brochures are stand-alone pieces -Deal with all aspects of a topic -Effective brochures feature two-way communication. -Tear-out or cut-out slips -Perhaps an offer for a product sample, a token gift, or an opportunity to request additional information -Brochures should reflect the organization. -A soup kitchen with a glossy brochure? -Brochures can be categorized according to their objectives: -Information brochures -Present basic facts about the organization on awareness -Interest brochures -Seek to make an impact on the interests and attitudes of readers, dealing with acceptance objectives -Action brochures -Direct calls for action/sales pitches. Objective is to affect behavior.
Soft Lead
-Also known as throw-away, tune-in, and warm-up lead -Similar to summary lead, but softer
Writing a Position Statement
-An effective writer will study the structure and content of position statements from other organizations and the pattern of editorial opinion in various relevant publications, and learn from the examples. -That said, position statements are somewhat flexible in their format. -Writing a position statement requires careful research. The public relations writer must know the issue and how it affects the organization. The writer also needs to understand how the issue affects the various publics, and whether they are likely to support or oppose the position being taken by the organization. -Remember that public communication is better at reinforcing attitudes than changing them. -A good public relations writer will write with both conviction about the topic and respect for opposing points of view.
Issue Advisory
-An issue advisory deals with emerging topics of immediate concern to various publics. -Issue advisories are often written for internal publics. -Because they focus on an emergency in progress, they allow for little preparation time. -Can be thought of as an emergency position statement. -Still require some planning. Short preparation time does not justify carelessness
Symbolic signs
-Arbitrary connection -Based on convention
Indexical Signs
-Association -Causal relation
Uses and gratification of communication
-Audience actively seek out media content that stimulate their interests -You need to craft messages that are interesting, meaningful and valuable to your publics
Factors in Persuasive Writing
-Audience analysis -Source credibility -Appeals to self-interest -Clarity of message -Timing and context -Symbols, slogans and acronyms -Semantics -Appeals to action -Content and structure: drama, stats, surveys and polls, examples, testimonials, endorsements and emotional appeals
Name and Titles
-Avoid middle initials (exceptions apply) -Use titles before rather than after names -Simplify job titles -Use informal descriptions before names -Use academic/medical titles only when impromptu to the story
Copy Presentation
-Avoid using abbreviated forms of all words except Mr.,Ms. and Mrs. Do not abbreviate street, doctor, saint, company, avenue, etc. -Avoid splitting words from one line to the next -Capitalize or underline the word NOT in crucial situations -To make reading easier, use hyphens for compound words -Type broadcast releases double-spaced
Tips for Interviews
-Be confident, honest, accurate, interesting, and brief -Stay on topic -Be motivated -Restate your key point -Hold your tongue -Help the reporter -Signal your message -Avoid answering hypothetical questions
Evaluating Speeches
-Be sure to measure, objectively and subjectively, the outcome of speeches. -Note the number and tone of comment the speaker receives. -Pay particular attention to compliments and criticisms, any feedback that shows a real interest—positive or negative—in the speech. -Keep a record of the number and kinds of questions that the speech generates. -Follow the speech after its presentation (media placements, new speaking engagements, etc.)
Event Listings
-Brief announcements of upcoming activities -Community calendars and bulletin boards -A simple way to strategically publicize an organization's message -Tailor your writing to fit other event listings in the chosen publication -Be sure to send your event listing to the right person
Broadcast Writing Style
-Broadcast media is an umbrella term for radio and TV. Includes cable, although not technically a broadcast medium -BM journalists are interested in the same things as print media journalists, namely news Writing produces some distinctive challenges for PR practitioners. You have to consider sound and video -You might still do well by sending regular news releases to TV and radio stations
Brainstorming
-Call a meeting with people in your organization -Consider all possible ideas -There are multiple ways in which to brainstorm
Question-and-Answer Feature (Q&A)
-Called FAQs online. -Consist of a series of carefully selected questions and answers to those questions. -You need to understand the issue and your key publics in order to anticipate important questions. -Follow this format (planning sheet): -1) Describe and outline the topic; 2) Focus on reader interest; 3) Come up with relevant questions; 4) Provide answers; 5) Write.
Quotations
-Can be tricky because audiences do not see quotation marks -Paraphrase when possible -Signal the quotation -Provide an actuality for the reporter covering the story
Tips for Copy Editing and Proofreading
-Check the facts -Eliminate wordiness and redundancies -Use quotes with impact -Use pull quotes to highlight important information. -Follow a stylebook -Use accepted copyediting symbols
Cognitive Dissonance
-Cognitive discomfort might lead to attitudinal change -Requires new facts
Secondary Research
-Consulting existing sources of information -Might include organizational files, archives, libraries, government materials, online resources, professional materials, etc
Systems Approach to Finding News
-Consumer publics -Producer publics -Enabling publics -Limiting publics
B-Roll Package
-Created in an effort to ensure use of organizational materials by a news organization -Gives journalists and editors more control over the provided materials -Should be largely unedited -Preferred over VNRs because they are not sacrificing control over how the provided info os presented to media audiences -Cheaper to produce than VNRs -Can be made available on a website
Political Advertising
-Designed not so much to educate publics but to secure partisan political gain. -Might encourage the support or rejection of specific candidates or particular pieces of legislation. Often tied to causes
Framing
-Different from spin in some important ways -Never lie to your audience/publics
E-Mail Release
-Differs from print releases in some important ways -Release is included as the main text in an email -Although you can add the release as an attached file as well (.txt or .doc) -Often include links to websites where more info can be accessed -E.g., photos, backgrounders, fact sheets, and related materials
Pitch Letter
-Directed at media gatekeepers -The intentions to entice them to do a story or interview on some aspect of an organization -Frequently uses overt persuasive appeals and is written in an enthusiastic and confident manner -Explains to an editor why the story benefits the news outlet (appeal to self-interest) -Concludes with a promise of a follow-up phone call or email
Black Hat Strategies
-Duplicate content -Invisible text and stuffed keywords -Cloaking or re-directing the user to another site or page -Links from non-relevant content
Writing About Issues
-Editors are particularly interested in consumer-interest articles in which writers attribute info to their organizations matter-of-factly, without excessive or self-serving promotionalism -Writers achieve the desired tone by focusing on user benefits rather than on the organization providing the goods and services
Rewriting
-Editors will rewrite news releases as a matter of course -You can minimize the amount of editing that takes place -Common problems and things to consider -Poor writing -Lack of news -Policy -News release is only a starting point -Format -Why so many poor releases? -Writers forget who their audience is -Writers do not understand how the media works
Developing the Message
-Effective advertisers pay careful attention to each of the various parts of the advertising package. -Focuses on the following elements: -Visuals -Headline -Copy -Closing message -Layout
Design Elements
-Effective position statements feature clear writing that is enhanced by design elements that aid the reader in absorbing the message. -Use subheads to clearly identify the various elements of the position statement. -Also consider the use of boxed summaries, step-by-step instructions, pulled quotes, charts, information graphs, people to contact, and so on. -For practical purposes, position statements should clearly be labeled as such. They should also feature the date when the statement is adopted or endorsed
News Conference Follow-Up
-Email invited reporters who did not attend -Post all materials in online newsroom, including video of the event.
Identifying Issues
-Environmental audits: A constant process that serves as an early warning system. -Performance/perception audits: Perception = reality. What people think is important. -Literature reviews: Scholars and professionals often write about common issues. -Interviews: Talk to top management, managers, community leaders, media personnel, governmental officials, significant consumers, etc. -Focus groups: Interview people belonging to key publics. -Surveys: Gather quantifiable data from larger groups of people -Content analysis: Can detect trends in levels of visibility, criticism, and support.
Announcement Release
-Event release -Personnel release -Progress release -Program release -Product release -Bad-news release -Crisis release -Financial release
Functional Approach to Finding News
-Events -Issues/trends -Policies/ governance -Personnel -Relationships
Creativity
-Everyone is creative to a greater or lesser degree. -Creativity is the ability to develop and original solution to a problem, giving it a fresh look or a new angle. It is a blend of imagination and innovation with a touch of weirdness. -Creativity develops through practice, patience, and perseverance. -Everyone has creative capacity -Creativity can be learned -Some creativity training techniques are more effective than others.
Audio News Release (ANR)
-Extension of the actuality release -Rather than taking the form of a written news release, it is packaged as a finished news segment -These "ready-for-broadcast" pieces can be dropped directly into a radio station's broadcast schedule -Some companies specialize in the creation of placement -Seldom used by larger radio stations -84% of U.S radios sometimes use them -A local angle will drastically increase your likelihood of success -Pound for pound the most cost effective form of broadcast PR
Social Media Release (SMR)
-Extension of the internet news release and multimedia news release -Is more sophisticated in its form and content than its precursors
Informal vs Persuasive Writing
-False dichotomy -All PR writing is persuasive -You have, motive, purpose and reason -If not trying to influence, why write at all
Content
-Feature current content and make release archives searchable by topic -Include bios, histories, product information, company timeliness, annual reports, speeches, backgrounders, fact sheets, etc
Personal Words
-Feature writing calls for less objectivity than news writing -Invite the reader into the story with 'you' words, sometimes with 'us' and 'we' ('me' and 'I' not so much)
Kicker
-Features are different from news stories because they have an ending -Serves as a means to wrap up the story -Link it back to the lead to provide proper closure -A final, interesting quote to closing scene works too
Annual Report
-Federal law requires companies that issue stock to publish corporate reports each year to their stockholders. -Report must detail financial activity and overall progress. -Function as formal corporate progress reports. -Complex and expensive. Some annual reports cost millions of dollars to produce. -Strict legal requirements regarding content. -All numbers and figures MUST be correct. -A good way to publicize the activities of an organization. -Many non-profits voluntarily publish annual reports because they find it to be in their best interests to report to their key publics.
Flier & Brochure
-Fliers and brochures are among the first PR tactics to ever be used. -Babylonians in Mesopotamia used fliers in order to share information about how to increase agricultural efficiency (they used carved stone tablets). -Brochures are an American contribution to the field and they first appeared in a 1641 Harvard University fundraising campaign.
Local News Release
-Focused on attaching an organization to a particular geographical community -Sometimes takes the form of a special, which is written with a particular publication or geographic area in mind -When writing, you need to find convincing ties between the organization and local people, programs, organizations, etc, -Consider specialized communities as well. How might you be able to craft a story based on demographics and psychographics?
Advocacy Advertising
-Focuses less on an organization and more on a cause or goal important to it. -Usually deals with political, social, or economic topics. -Also known as issue advertising
Aristotle
-Formalized the study of rhetoric -3 different speech genres: epideictic, forensic, deliberative -3 persuasive proofs: ethos, pathos, logos
Public Service Advertising
-Free advertising space offered by media organizations. -Consider this a gift, which means that you are not entitled to coverage. -Only organizations with nonprofit status are eligible. -PSA's must have a local angle and an appropriate topic. -Not all nonprofits are equal. -Broadcasters are less likely to give attention to organizations that are partisan. -Controversial messages, likewise, are not likely to be aired. -Corporations can work with nonprofits as part of their community relations programs.
Free Association
-Freewriting -Ideas flow freely, refinements come later Brainstorming Usually a small group activity -Buzz Group -Brainstorming technique applied to a larger group -Brainwriting -Multiple ideas worked on simultaneously by multiple people. E.g., passing idea cards around.
Official Statement
-Generally brief proclamations by an organization's leadership -Addresses timely issues that involve an organization Simpler than formal position statements -Often prepared when the organization faces a controversy -Usually written for external publics such as reporters and consumers.
Personal Profile
-Goes beyond the personal narrative and provides info about a person, often someone who is an established figure such a celebrity or an organizational executive -For those people, interest may lie more in the personality than in particular accomplishments -During the research stage of writing, the writer will identify likely information sources and develop probing questions to ask about the person being profiled -From all of these sources a narrative, supplemented with quotes and anecdotes, is weaved
Becoming a Better Writer
-Good writing is an acquired skill; one that can be mastered: -Read all the time -Seek genuine feedback -Make time to write and rewrite -Always consider your purpose and audience -Expect to produce multiple drafts of any piece of writing -Practice often by creating a writing journal -Good writing is difficult, but effort truly pays
Planning Sheet
-Good writing requires a plan -For every writing assignment you should use a planning sheet -Will draw on elements and objectives from the overall PR plan
Audio Visual Aids
-Greatly enhance speeches and other oral presentations. -Also drastically increases audience learning and recollection of key points -Visual aids also make presentations more persuasive -Visual aids also help shorten speech time as there is less explanation needed
Categories of News
-Hard news -Breaking news -Soft news -Specialized news
Pronouncer
-Helps announcers read your copy properly -Commonly used in broadcast news releases, especially when referring to persons, places, company names, and new technologies -When using pronouncers, write each syllable separately, using all-caps for accented syllables -Follow the word in question and are enclosed in double parentheses
Internal News Sources
-Important Documents -Periodicals -Clipping Files -Other published materials
Commentary
-In addition to letters, most publications also provide space for longer and more prominent opinions pieces that present the viewpoint of a person or organization no affiliated with the publication on issues of interest to readers. -Op-ed commentary/guest editorial -Think like an editor and carefully prepare your materials. -Read examples published in the same publication.
Photography
-Include high-quality visuals -Provide different resolutions to help journalists
Writing Style
-Informal but not chatty. Try to use businesslike language. -Use strong verbs. -Sparingly use adverbs and adjectives. -Aim for short sentences. -Use quotes from relevant people to personalize and brighten stories. -300-500 words in length. -Focus on people and feel free to use accepted jargon
Casual Research
-Informal interviewing -Formal interviewing
Information Digest
-Information digests take heavy-duty, highly technical material such as research reports or technical accounts and "translate" them into accessible language. -Writers need two special abilities to write information digests: 1. Must be able to understand complex or technical information 2. Must be able to interpret and present this information to readers who, though interested in the topic, lack the experience, training, or background to grasp the meaning of the original
Media Kit
-Information packet given to reporters at the event -Contain press releases, photos, fact sheets, etc.
Kicker/Overline
-Introductory sections set in smaller type above the main news headline. -Usually short labels, but can sometimes include longer explanations
Issues Management
-Involves monitoring the environment in which an organization operates. -How is the organization affected by social, legal, cultural, professional, and economic trends and the public opinion(s) surrounding them? -The PR practitioner needs to: -Be able to identify pending issues that might affect the organization. -Anticipate the emergence of likely future issues and how they might impact the organization.
Privacy
-Involves the right to be left alone -Laws focus on whether a person was singled out for attention without his/her consent, regardless of the accuracy of reports or statements -Private facts refers to personal information that is intimate, offensive, and not of legitimate public concern
Part 1: Issue Background
-Issue Topic: Clearly identify the issue and the available positions. Keep in mind that some issues might be controversial, so treat them accordingly. -Significance: How many people are affected? Organization? Key publics? -History: Present background information on the issue. A few sentences to several pages. -Current Status: Note the current situation and bring the background up to date. A factual analysis—free of bias and advocacy—is needed in this section. -Projection: How is the issue likely to develop over time? Provide your thoughts based on the research you have done.
Purposes of a Nut Graph
-Justifies the story by telling readers why they should care -Provides a transition from the lead and explains the lead and its connection to the rest of the story -Often tells readers why the story is timely -Often includes supporting material that helps readers see why the story is important
Newsletter Headline
-Keep headlines short and use simple, easy-to-understand words -Use active voice whenever possible and favor present or future tense -Use nouns and verbs but not complete sentences -Use strong words and phrases, each word packed with meaning -Do not allow words to break over to a new line -Keep prepositional phrases and verb phrases together rather than separating them -Avoid all-cap headlines. They are more difficult to read -Adopt a capitalization style: Up style or down style.
Audience Focus
-Key publics' interest will determine content and writing style. -Internal publications can be more informal than external publications. -Most newsletters take on the tone of the organization that publishes them. -Techy, open, issue oriented, familial, goofy, etc.
Tips and Guidelines for a Q&A
-Know the source of the questioner's information. If you are not sure, ask, and then determine source credibility. -Identify the public most affected by the topic. Present information with them in mind. -Never try to play it by ear. Anticipate questions, answer them, and write talking points. -Consider the likelihood that you may encounter some hostile questions on topics than can be embarrassing for your organization. -Consider how to address such questions.
Speaker
-Know who you are writing for and tailor the speech to his/her personality -The speaker gives a written speech its verbal interpretation and attitude
Key Insights to Create News
-Know your media -Know your organization/client -Know your publics -Pay attention to current events -Use news pegs
Research
-Launch a formal gathering of information related to the topic of the speech. -Leave no stone unturned.
Copyright
-Legal designation of ownership for original written and other artistic creations. -The Berne Convention presumes automatic copyright to the creator of artistic works.
Effective Speechwriting
-Make an impression -Get organized -Use plain English -Use active voice -Don't tell them, show them -Use personal pronouns -Use repetition to aid retention -Adjust statistics and facts so that they are easy to remember -Be funny (if you can) -Say something nice about the audience and explain why you are happy to address them -Avoid accidental tongue twisters -Stick to the topic -Write for the ear -Get a good start -Vary structural elements -Use quotations sparingly -Allude to relevant events -Avoid clichés -Use literary gimmicks -Avoid common logical fallacies -Test the speech out loud -Prepare a clean transcript -Maximize impact
Audio or Video Material
-Make audio clips and video available for download and provide links to YouTube -A good place to include taped news conferences -B-roll should be made available too
Access
-Make your site easy to find. Feature links on the main homepage -Do not require passwords!
Feature Head
-Meant to entice the reader -Clickbait online uses this technique
Actuality Release
-More sophisticated than a regular news release -Includes video/audio (the actuality) -Multimedia clips can be uploaded online or emailed to journalists -Use lead-ins to provide context for the actuality. This signal is sometimes called a throw, because it figuratively throws the report to another voice -Create more interesting news reports -Type out in full-text when writing the release. Single-space to make it stand out. Indent on both sides too -Make sure it is: 1. Newsworthy, thereby warranting inclusion 2. Strategic, thereby achieving your purpose
Advertising Layout
-Most ads are a combination of both visual and verbal elements, which work together to determine the effeteness of an advertising message. -The product itself will often suggest the layout style -Three common advertising layouts -Standard advertising layout -Feature both visual and textual elements. Often seen in magazines. -Poster-style advertising layout -Heavy on art with little textual information. Billboards & magazines. -Editorial-style advertising -Contains a lot of writing. Usually found in newspapers and magazines.
Handling Hostility
-Most news interviews are civil. That said, reporters are not there to make you look good. -They might pursue a line of questioning aggressively. -Keep in mind that you do not control the agenda in a news interview. Q&A sessions can sometimes turn into a battleground. Be prepared. -If facing hostility, listen intently and be sure to point out inaccuracies, unsound conclusions, unacceptable paraphrases, etc. in a civil manner. -Don't let questioners put words in your mouth. -Rephrase loaded questions. -Correct and refute as appropriate -NEVER lose your cool! And don't aggravate the situation by being arrogant.
Challenge of Making News
-Must know hoe the mass media functions and operates -Must know what stories journalists and editors will find newsworthy -Must know where to find or create news -Must be able to come up with creative solutions to problems and design innovative publicity tactics that are capable of cutting through the thicket of competing messages
Organization ID
-Name, address, phone number, websites and email -Goes at the top of the sheet
Follow-up Release
-New-information release -Comment release -Position release -Public tie-in release -Speech release
Model of Overlapping News Interests
-News -Direct News -Strategic News
What to Include in an E-Mail Release
-News flag -Clearly stated subject line identifying the news flag, the sponsoring organization, and the topic of the release -Personalize the release if appropriate -A release date -A strong headline -A summary news lead -Simplified secondary info. They are shorter than their written counterparts (350-400 words) -Strong, strategic quote(s) -An organizational ID paragraph at the end -An appropriate end mark (####) -Contact info -Copy that can by opened and read on all platforms
Print Media
-Newspaper ads often printed in black & white. Come in different sizes. -Many ads placed on the same page
How-To Article (Service Article)
-Often overlooked by PR writers. -Should be timely and significant to local readers. -Should be balanced, objective, and not obviously self-serving to the organization. -Usually follows the following steps: 1) Problem, 2) Cause, 3) Significance, 4) Solution, and 5) Conclusion.
External News Source
-Often requires creativity on your part -CEO op-ed pieces -Figure out what others are doing and copy their approach -Become a gluttonous consumer on various news media! -Preparedness for unforeseen events -Interests of particular editors or publications?
Green Dissemination
-One you finish writing, you need to get your materials to a journalist. -Use a media directory or peruse the news organization's website to find the right person. -Make sure the person in question is open to receiving PR materials. -Make certain those involved know you'll be sending multiple releases (if and when this is the case) -Identify releases accordingly -Consider the environment when distributing materials: -Email -Online newsroom download -Distribution services and newswires -Fax -Postal delivery -Personal delivery
Part 2: Position
-Opinion: After providing the background you need to give a clear statement outlining the organization's official position along with a justification supporting that position. Keep focus on what the organization feels and why it feels that way. -Some organization/people even take stances on positions that do not affect them directly. Advocacy organizations and politicians are some examples. -Supporting Arguments: State reasons that support your opinion. Report facts that bolster your argument, but avoid getting into so much detail that readers lose interest. Also, this is no time to misrepresent facts! -Opposing Arguments & Refutation: Do not ignore opposing arguments. Name them and refute them if possible. A position is more persuasive if you can show that it is stronger and more easily supportable than competing positions. Again, ethicality is key here.
Digital Media
-Opportunities for animation, movement, color, and similar techniques. -Fixed vs. liquid layouts
Structure of a News Fact Sheet
-Organization ID -Contact Info -Format Label -Topic -Content Headings
Communicating the Position
-Organizations try to communicate with internal publics before reaching out to external publics. -This is especially true if the position requires the cooperation of employees in the implementation phase. -Be sure to come up with a calendar and a timetable that details how and when each public should and will receive information about the organization's position on the issue. -Once officially announced, position statements should be posted prominently on the organization's website, corporate blog, and social media for public consumption
Speakers' Bureaus
-Organized teams of presenters spreading a group's message. -Send organizational representatives to give talks and invite questions. Speakers' Bureaus also facilitate speakers for clients requiring motivational speakers, celebrity appearances, conference facilitators, or keynote speakers. -Public relations officers usually train speakers, do background research, provide speakers with up-to-date information, promote the speaker's availability, schedule presentations, and evaluate effectiveness.
News Style
-PR writing intended for the mass media is rooted in journalistic practice and style conventions -Make sure your story satisfies one or several news criteria. If it does not, go back to the drawing board or come up with a new story idea -Become a regular reader of newspapers, magazines, blogs and other outlets where you plan to send your releases
Ethical Persuasion
-People are distrustful of professional persuaders -Modern society is predicted upon persuasion -Persuasion is not a fundamentally nasty concept (although it can be made to be)
Persuasion
-Persuasion necessitates some measure of free choice -Cannot be coercive -The goal os action or attitude change -Attitudes are antecedents to action -If you wish to bring about or facilitate lasting commitment, you will need to target: beliefs, attitudes and values
Petitions
-Petitions are a hybrid of advocacy letters and proclamations, prepare for many people to sign. -A means for exerting a degree of public pressure. -The intent of petition writers is to draft a resolute statement—often a request or demand—that will accomplish several purposes: 1. To educate people about a cause and generate interest 2. To gain the support of people who will sign their name to the petition. 3. To ultimately be accepted by the person or organization receiving the petition.
Types of Propaganda
-Plain folks -Testimonials -Bandwagon -Name calling -Repetition -Card stacking -Transfer -Glittering generalities
Guidelines for using Visual Aids
-Plan for the visual aids -Keep visual aids simple -Make sure everyone can see the visual aid -Know how to use the visual aids -Have a backup plan
Organizational History
-Presents a narrative on the beginnings and development of the organization that is important in explain what the organization does and stand for -Often an organization will team a history with a mission statement or a vision statement -Mission statements detail an organization's reasons for existing -Vision statements deal with what and organization hopes to achieve -Should be factual and accurate. You might have to deal with information that pains the organization in a less than ideal light
Other Ways to Create News
-Product Demonstrations -Stunts -Rallies and protests -Personal Appearances: on TV, radio or even at events -Awards
Institutional Advertising
-Promotes the name and reputation of an organization. -Also known as corporate advertising and image advertising.
Subordinate Points/Arguments
-Propositions must be supported by strong arguments -Propositions are only as good as their supporting arguments -Unsupported propositions are a direct result of improper planning and inadequate research. -Poor planning destroys credibility
Background Fact Sheet
-Provides background on issues, programs or products -While news fact sheets deal with events, background fact sheets deal with issues or products -Might also provide an overview of of the history of an organization or a program, focusing on milestones in its development -Sometimes referred to as a factoid or a breaker box -Used to simplify complex information -Intended to help reporters and editorial writers become familiar with topics of concern to an organization
PR Advertising
-Public relations advertising is a means for organizations to promote their non-marketing messages related to their public images in order to gain community support. -There are four main types of public relations advertising: -Institutional Advertising -Advocacy Advertising -Political Advertising -Public Service Advertising
Editing
-Publications require careful editing. Questionable writing ruins credibility. -Sloppy editing suggests either that the organization does not place a high priority on communicating with the reader or that professional standards are low.
Objectivity
-Readers expect facts when they read newspapers. Not the opinions, thoughts, or speculations of journalists or PR practitioners -As a result, you need to avoid sales-language and write objectively -No flowery language, no hyperbolic claims, no condescending or condemnatory rhetoric and no commercial plugs -Quotes can express opinions that are favorable or unfavorable -You can 'argue' by assembling evidence and enlisting facts
Other parts of communication
-Receiver -Noise -Context
Part 3: Conclusion
-Recommendations: Position statements end with recommendations for future conduct or ways of thinking or doing things. These recommendations need to be based on your arguments and opinions above Citations: Be sure to list the resources you have consulted in doing your research and stringing together your argument so that other interested parties can engage in additional fact checking should they like. Again, transparency is key
White Hat Strategies
-Relevant Content -Well-labeled images -Relevant links and references -Complete sentences with good spelling and grammar -Standards compliant HTML -Unique and relevant page titles
Special Events
-Routine events can become news if you are creative -How will the event depict your brand?
Online Newsroom
-SMR have paved way for creation of social media newsrooms -These comprehensive pages within a website where an organization to PR agency provides various SMRs -97% of journalists report using these as part of their research -More than half of journalists will use info found on those sites
PSAs
-Same length(s) as your average commercials -One major difference between advertisements and public service announcements is that the latter are not paid for. -Because PSAs are aired at times when the station/network has not sold all of its available commercial time, it is usually a good idea to write two or more time-length versions. -Be sure to consider adding music and sound effects for added impact when creating PSAs.
PR Advertising (brand advertising)
-Seeks to "sell" an organization -An avenue for "selling" ideas, causes, and other noncommercial messages.
Consumer Advertising (product advertising)
-Seeks to sell products or services -Is a tool of sales, merchandising, and marketing with little overlap with public relations
SiLoBaTi + UnFa
-Significance, localness, balance and timeliness -Unusualness and fame helps too
Writing a SMR
-Simplify the text -Begin with a news pitch -Follow e-mail release format -Include hyperlinks in the text -Parallel the narrative with a fact sheet -Add supporting graphics -Identify photos to illustrate content -Thumbnails? Photo gallery? -Add audio/video components -MP3, WAV, AIFF, WMA, MPEG, QT, YouTube, Vimeo, Google Video, etc. -Consider special section for each public -Identify and include relevant external links -Add a share button for social media sites -Feature a blog-like space for reader comments -Include a "call to action" -Not all readers are journalists -Feature an RSS subscription notice
Q&A Session
-Speeches are often followed by questions and answer sessions. -Answering questions is a great way to tell your organization's story -Organizations that frequently interact with their publics are more likely to enjoy favorable public opinion. -Any person who gives interviews should be accurate, fair, and professional.
Numbers
-Spell out single-digit numbers (zero to nine) and eleven -If possible, use rounded numbers -Translate numbers into easy-to-understand terms -Write out terms associated with numbers -If age is important, use it before the noun
Writing the Speech
-Start by outlining the speech. -Pay particular attention to these parts: -Introduction -Proposition/thesis -Subordinate points/arguments -Supporting information -Conclusion
Feature Writing
-Start with the panning sheet -Identify your key publics and analyze their wants, needs and interests -Determine your objectives. What would you like for your readers to know, think, or do after reading your feature -Require a lot of background research and take more time to write than news releases -Not always of interest to news editors -Can successfully be published in internal magazines, newsletters, and similar publications. Can also be published on websites, blogs, social media sites, and other online spaces -Feature reprints can also extend the life of the feature story
Planning Brochures
-Start with the planning sheet -Special attention on identifying publics. -Find credible sources of information -Don't cram too much information into your brochure. -Topical divisions -Subdivide the topic into categories in much the same way you'd index the chapters in a book. -You might need to eliminate some of the categories when you get to writing. -First draft -Gather the necessary information and write a first draft to address each section. -Focus on reader interest! -Copy revision -After completing the first draft, consult the planning sheet. -Pay particular attention to the interests of the target public, the benefits to your organization, and public relations objectives. -Compare your plan to what you have written and revise your draft accordingly -Graphic Elements -Only consider design options after you have finished writing copy -Which fold(s) is most important? -Polished, Edited Copy -Polish your language and aim for unity among headlines, artwork, and other graphic elements -Copy Fitting -Talk to a publishing company or do it yourself on your computer -Copy Testing -Pretest messages with members of key publics. -Seek honest feedback. -Approvals -Get the proper approvals before putting in an order or printing mass amounts -Production Schedule -Takes more time than you'd think.
Attribution of Quotes
-Statements made by people MUST be attributed to them -This attribution is called a speech tag -Used for direct quotes as well as paraphrases -Unless special circumstances dictate deviation from the rule, use the speech tag 'said'
Freewriting
-Stream-of-conscious writing technique that helps you: get started, organize your thoughts, prepare to write more formally or to go public with your writing, overcome writer's block -Do not worry about grammar and style at this stage -Freewriting should be limited to intervals of 5-7 minutes
News Fact Sheet
-Stripped down to bare essentials -Used to communicate with reporters -Focused on news and/or events -Answer standard journalistic questions: who, what, when where, why and how -Can be posted on website, be included in media kit, or sent out in place of a news release
Interview
-Take some time to calm down before your interview time arrives -Approach the interview as an opportunity to say something positive and be grateful for the opportunity. -Don't accept interviews on short notice (unless you absolutely have to) and be sure to buy yourself enough time to prepare. -Where the interview takes place will dictate how you feel. Do not get too relaxed.
Speechwriting
-Talking is not the same as speaking. -Speaking requires careful planning, research, attention to detail, and above all, practice. -Public speaking is rooted in the study of rhetoric and can be traced back to the writings of Aristotle and Plato, among others. -Keep in mind that presentations (sadly enough) are often more about making an impression than imparting information.
Summary News Lead
-The "most important" part of your story -The purpose is to attract the attention of your key publics -First the media gatekeeper; then you readers, viewers, or listeners -Leads should communicate news value and answers 5Ws + H -A lead is strong when presenting significant information in a clear and concise way -Keep in mind SoLoBaTi + UnFa
Benefit Statement
-The biggest difference between how a PR writer and a journalist prepares a news story -Indicates the advantage or opportunity you are offering the key public -Answers the "so what?" question -Highlight by developing it as a quote or narrative in which you implement your planning sheet ideas for explaining the advantage to your public -DO NOT use any form of advertising language
Introduction
-The introduction of the speech is designed to grab attention -Might sound similar, in some ways, to a feature lead -Establishes rapport with the audience -Gives a preview of what the speech will be about -Establishes speaker's credibility
Designing Fliers
-The key to effective fliers is their visual appeal. -Type and graphics should be pleasingly placed on the page. -Use fonts that are easy to read. -Use bullets for lists and feel free to be creative with dingbats as long as they look good. -One thing to keep in mind when designing a flier is to work with a visually dominant item. -A headline, a graphic, or piece of art -Elements, however, should not compete for the readers attention -Design the flier so that the most important or useful element draws the eye, with other elements gracefully flowing one to another.
Proposition/Thesis
-The main idea you wish to leave with your audience -Three types of propositions -Factual (something exists) -Value (something has worth or virtue) -Policy (something should be done) -A speech might involve more than one proposition.
News Conference
-The news conference is a practical strategic tool. -It stands at the confluence of a speech, print and broadcast news releases, multimedia presentations, an advocacy statement, and question-answer sessions. -Before planning a news conference, make sure the topic is: 1) Of major significance to the organization, and 2) deemed newsworthy by the media. -Keep in mind that most journalists do not like news conferences all that much. -They prefer getting information personally rather than in a room full of their professional rivals. Can be done online? -Hold the conference at a time that is convenient for reporters. Remember that they work on deadline. -Make news conferences as visual as possible. Some theatrics are expected.
Newsletter Writing
-The planning process for newsletters involves attention to the wants, interest, and needs of key publics and to the objectives of the organization. -For this reason newsletters usually have a mission statement. -A written statement outlining the organization's guiding philosophy and its core commitments. -They also have editorial statements outlining: -Acceptance policies and publication criteria -Expected style and tone of writing -Reprint guidelines, distribution schedules, and other practical information -Just as with news releases, PR writers working on organizational newsletters need to generate interesting and relevant ideas. -You might find help in the HR departments as well as with department heads and other employees. -You need to develop a nose for news! -Keep in mind that you need to satisfy your readers' news interests. -Orange Is The New Black Prison Newsletter?
Verbal Message
-The verbal message includes the headline, body copy, and closing message, which together complement and carry on where the visual message leaves off. -Be sure to: -Write headlines that focus readers -Avoid asking dumb questions -The verbal message includes the headline, body copy, and closing message, which together complement and carry on where the visual message leaves off. -Be sure to: -Write headlines that focus readers -Avoid asking dumb questions
Visual Message
-The visual message presents the concept underlying the advertisement. -Be sure to consider the following guidelines: -Use simple images -Make instant connections between images and the headline -Show the product Promote benefits, not ingredients -Be careful not to rely on easy stereotypes. Do not demean people by portraying them unfairly.
Titles of People
-Titles are used when introducing people, providing background, and when attributing quotes -Formal titles communicate authority, professional activity or academic achievement -Short functional and occupational titles may precede the name with no commas and without capitalization -Longer functional titles may either precede or follow the name, set off by commas, without capitalizations
Newsletter Purpose
-To maintain a relationship with a public. -To reinforce attitudes and actions beneficial to an organization. -To create and then maintain a dialogue between the organization and its publics, or among members of the audience. -To increase or maintain a level of awareness by a public about issues important to an organization. -To increase or maintain a level of interest and/or positive attitudes for an active public about an issue. -These purposes deal with enhancing an organization's relationship with publics that are already interested in the organization's message. -A newsletter is not the medium to communicate with disinterested or latent publics; rather, it is published for active information seeking publics. -Newsletters need not look like miniature newspapers. -Be sure, however, to include interesting visuals. -Writing style is more conversational than newspaper copy.
Poster Media
-Transit Advertising -Outdoor Advertising -Placard Advertising
Sophists
-Traveling speech teachers -Gorgias: "The Nihilist"
Feature Stories
-Type of journalistic writing that emphasize personalities and human-interest angles rather than hard news -If news stories focus on fires and floods, trials and political scandals, then features are the reports that go behind the news and beyond it -Hard news is the who, what, when and where. Features are the how and why
Site Management
-Update your newsroom as appropriate -Monitor and analyze data concerning traffic on the site -Be sure to promote your newsroom widely
Abbreviations
-Use abbreviations for all well-known organizations. F-B-I, C-I-A, E-P-A -For acronyms or organizational names that are pronounced as words, write them in all capital letters without periods. UNESCO, NASA -For organizational names that are pronounced as individual letters, write acronyms in all-capital letters separated by hyphens -Only use abbreviations that are familiar to listeners and avoid unfamiliar and made-up ones
Simple Language
-Use past tense 'said' to report info that already has been provided or uttered -Use the basic word said rather than striving for more subjective variations such as 'exclaimed, proclaimed, declared, related, asserted, and remarked' -Make careful use of objective varieties such as 'noted, added, pointed out, replied and declined to comment' -Avoid subjective superlatives such as 'best, most useful and greatest' -Use great care with objective superlatives such as 'biggest, first, unique and only' -Avoid hard-sell advertising-based terms such as 'breakthrough and revolutionary' -Use simple verb tenses such as 'will begin' rather than the progressive forms such as 'will be beginning' that indicate an ongoing action -Prefer future forms of verbs such as 'will attend' rather than 'planning to attend' -Use past perfect forms of verbs for past action of indeterminate timing: 'the company has appointed a new director' -Use past tense only with specific times, and only when the time is relevant: 'the company appointed a new director last week
SEO Tips
-Use sensible labels and key words, especially at the top of each page -Increase the number of pages hosted on your site to increase chance of detection -Include authoritative info and make sure the info is unique Frequently update info -Write out key pieces on info so the search engine can find it -Be ethical: Black/ White Hat
Broadcast Writing Style Tips
-Use short sentences -Use active voice -Use present tense when possible -Keep the subject and the verb close together -Use strong verbs -Limit use of adverbs and adjectives -Use contractions -Avoid relative clauses (those introduced by who, which, what, and that) at the beginning of sentences -Use generalities rather than specific explanatory details, especially with numbers -Repeat identifications on second reference -Use "you" words -Avoid alliteration and tongue twister
News Release Format
-Use standard 8 1/2-by- 11 in. white paper and black ink. No decorative borders -Justify the left margin and leave the right margin ragged -Set your computer to disallow hyphenation at the end of lines -Use clean, professional-looking type. 12 point Times New Roman is the best choice -Visual presentation matters: use a quality printer (if and when you print news releases) -Use 1-1.5 inch margins on each side. Indent new paragraphs 1/2 inch. Use line spacing of 1.5 or 2. Do not use extra spacing between paragraphs -Make sure the release is letter perfect in terms of accuracy, spelling and neatness -Make a concerted effort to keep your releases short. Usually no more than one page in length
Organization Identification
-Usually a logo printed in colors -Also the name for optional "boilerplate info" that might be dropped into the release at the end
Case Study
-Usually associated with product publicity. -Tells the story of how a consumer has used a product, service, or program and details the experienced benefits. -Steps 1) Problem: Must be of some magnitude 2) Solution: Note actions that led to the solution 3) Benefits: Detail how others might experience similar benefits 4) Illustration: Use charts, tables, and pictures.
Forced Association
-Visual Relationship -Select a photograph and ask group members to associate thoughts as they relate to a topic -Personification -Get personal with an object by freewriting about it or to it in a provided context. -Simile/Explained Simile -X is to Y as A is to B -X is to Y because... -Future Statements (WIBNI) -"Wouldn't it be nice if..."
Iconic Signs
-Visual similarity -Gear connection
Message
-What should be said? What is the topic? How will the speech further organizational objectives? -What is the purpose for the speech? -What are the key points to be made?
Personal Interview
-While profiles are useful when writing about who people are and what they have accomplished, interviews are useful when writing about what people know -Go directly to the source -Do solid research before conducting an interview. You need to ask good questions and know what you are talking about. -If you are interviewing a scholar or author, be sure to read the interviewee's work before conducting the interview -You can clean up quotes from interviews. That is, remove verbal fillers like "umm, you knows" and such -That said, accuracy, honesty, fairness. And other ethical considerations are crucial during the editing/ rewriting process -You should make a habit of clearing quotes with the interviewee before publishing the interview
Neutrality
-While your writing is always directed at your key publics, you still have to maintain a neutral tone when writing news copy. Include information that is of interest to your key publics without drawing overt attention to those publics -Avoid 'you' and 'your' statements -Do not provide instructions or directions
Audience
-Who are your publics? What is the context in which the speech is given? -What kind of speech is the audience expecting and how long will they be able to listen?
Broadcast Media
-Write conversationally and use short sentences -Be careful with pronunciation -Create a total package
Punctuation
-Writing for broadcast calls for different punctuation than when writing for print -Hyphens are sometimes used in ways not called for by proper spelling and grammar, such as facilitation pronunciation
Strategic Focus for Lead
-You can give strategic focus to a lead by emphasizing a particular news question (who, what, when, where, why, how) -Figure out which is more important in your story and proceed accordingly
Newsletters
-You will find them just about anywhere -While print publications decrease in number, newsletters growth is rapid. -Among the most ancient public relations tools. -Published by schools, churches, community groups, sports organizations, fan clubs, etc. -First American example dates back to 1690. -Publick Occurrenes Both Foreign and Domestick
Accuracy
-Your Professional reputation hinges upon your credibility and skill -Check and double check all facts and quotes -Proofread and then proofread again
Search Engine Optimization (SEO)
-Your goal is to attract as many visitors to your organization's or client's site as possible -Looks for "meta tags" -The higher a website places on a list of search results, the more likely searchers are to visit the site -Make pages interactive (this means continual updates) -Repair broken links and track user behaviors
Organizing PSAs
1) Gain audience's attention 2) Hold audience's attention 3) Introduce problem 4) Introduce solution 5) End with a strong emotional, logical, or ethical appeal so as to motivate action.
5 Rules of Quoting
1. Every quote requires knowledge and permission of the person being quoted 2. Every quote should be strategic, furthering the organization's PR objectives 3. Every quote should sound natural; read it out loud as a check to ensure that it does not sound contrived 4. Every quote should be strong, with language that will evoke a response from the reader or that will remain in the reader's memory 5. The speech tag should be appropriate to how the speaker made the statement of gave the information
What to avoid with persuasion
1. False, fabricated, misrepresented, distorted or irrelevant evidence when supporting your position 2. Intentionally using specious, unsupported and illogical reasoning 3. Presenting yourself as an expert when you're not 4. Divert attention away from the real issue(s)
Ethical Reporting
1. Focus on the value provided information. VNRs should look and feel like news 2. Clearly identify the sponsoring organization, but keep the identification subtle 3. Highlight local content and help broadcasters develop a local angle 4. Keep the piece short. Between 1-2 minutes is best 5. make the piece easy for the station to edit. Separate video and audio files 6. include a written advisory to indicate the news values of the VNR and the unique aspects of the visuals 7. Include a script and a description of the B-rolls featured in the VNR package 8. Provide a point of contact so reporters and editors can obtain additional info
Tips for Writing Effective Brochures
1. Make the cover interesting 2. Highlight the benefit to readers 3. Make the copy easy to read 4. Write in personal terms 5. Write on a friendly level 6. Write in positive terms 7. Don't make the information so specific and time bound that it quickly becomes obsolete 8. Make sure the writing is direct 9. Increase reader interest by providing tips and advice 10. Highlight headlines and subheads
Some Common Challenges of PR
1. Media Gatekeepers: typically editors and journalists 2. Shrinking newspaper space: shifts in advertising practices have ensured that a lot of news outlets have moved their operations online 3. Media fragmentation: No longer possible to reach the general public through reliance upon a single medium 4. Information Over load: why should people care about your story? They are completely bombarded with a barrage of messages screaming out for their attention
Maslow's Hierarchy of Needs
1. Physiological 2. Safety 3. Social 4. Ego 5. Self-actualization
9 Steps to Effective Writing
1. Plan what you want to write 2. Research the needed information 3. Organize your writing 4. Write and print the first draft 5. Review your planning sheet and revise your first draft 6. Polish the language in the second draft and print 7. Proofread this draft, paying special attention to language mechanics 8. Get the necessary approvals 9. Publish your writing in its final form
Components of Planning Sheet
1. Situation 2. Analysis of target publics 3. News pitch 4. Benefit statement 5. Tone of message 6. Intended outcomes 7. Action Statement 8. Readability range
Inverted Pyramid
1. Summary News Lead 2. Benefit Statement 3. Info/Action Statement 4. Secondary Details 5. Background 6, Organization ID
Smith's Writing Tips
1. Write the way you talk, then edit 2. Avoid wordy phrases 3. Use simple words 4. Craft Short sentences 5. Avoid redundancies 6. Use active voice (when possible) 7. Use adjectives and adverbs sparingly 8. Craft word pictures by describing 9. Use precise language 10. Use strong language 11. Avoid cliches like the plague 12. Be honest and use inclusive terms
Sender
A little tricky when it comes to PR
Direct Address Lead
A statement or assertion
Continuity
A story that is already in the news is likely to receive additional attention
External Newsletter
Aimed at non-members. Customers, consumers, suppliers, fans, etc. Focused on a single organization.
Secondary Detail
Amplify info in the lead. Look back at each of the elements of the summary news lead: who, what, when, where, why, and how. The elements not covered in the lead might be good sources when developing the rest of the story
Sensationalism
An event or story is overhyped to increase viewership or readership
Organizational Id
An optional part of a news release. Usually boilerplate info dropped into the release at the end
Sign
Anything that conveys meaning
Question Lead
Appeals to listeners' curiosity. Be careful to not sound like an advertiser. Use sparingly!
Question Lead
Asks a question that is answered by the story
Advocacy Newsletter
Attempt to persuade readers by providing a consistent point of view and supportive information about a particular issue.
Statement Lead
Begins with a compelling fact or opinion in the first sentence. Provide attribution and context in the second
More Line
Bottom of first page ((more)) or ((more-more-more))
Prominence/fame
Celebrities?
Dateline
City or town where the release originates
Format Label
Clearly identify this as a fact sheet
Proximity/localness
Close to home? Important!
Top Ten Lists
Colleges
Defamation
Communication of a false statement that harms the reputation of an individual person, who is thereby exposed to "public hatred, contempt and ridicule"
Harm
Compensation for defamation is based on degree of potential harm
Plan
Complete a planning sheet. Make a special note about how you might be able to make a lasting impact on listeners
Fault
Defamation involves fault by the writer, based on some measure of carelessness or malice. Legal differences between private citizens and public figures
Incident Lead
Describes an event or occurence
Description Lead
Describes someone or something
Consumer Newsletter
Differs from External Newsletter in its focus on how-to information. Beer brewing, beekeeping, crocheting, etc.
Delayed Detail
Do not cram too much info into the lead. Delay info of secondary importance
Conflict
Drama is newsworthy!
Creative Writing
Emphasizes imaginative, artistic and sometimes innovative style
Functional Writing
Emphasizes purpose, format and objective
Falsity
Even if someone is ridiculed, the statement must be false in order to count as defamation
Factual Actualities
Eyewitness reports
Setup Lead
First sentence does not give any news, but draws listener into the story
Info/Action Statement
Focuses on mobilizing readers and viewers. Try to include implicit invitations to action or opportunities for follow-up info in every news release
Intended to Use Date
For immediate release/ for release later (embargo date)
Publics
Groups of people who share a common bond or relationship with an organization
Background Lead
Help contextualize a given story. use sparingly!
Topic
Highlight the topic of the fact sheet
Historical Context
History is not news!
Identification
Identifies the person by name, clues or innuendo
Staccato Lead
Improper grammar is used for effect
Contact Information
Include pertinent info but keep it short
Subscription Newsletter
Inside information and expert advice offered to paying subscribers. Make sure readers find the information worth the price.
Member Newsletter
Internal publics such as employees, volunteers, students, alumni, etc.
Publication
Interpreted broadly. Includes internal documents and email too
Proofreading
Is a follow-up to copy editing and is usually the final stage of the editing process. It involves identifying format problems and correcting errors.
Situational Blocks
Isolation, belief that only one type of thinking is appropriate, resistance to new ideas, reliance on experts.
Personal Blocks
Lack of self-confidence, tendency to conform, need to the familiar, lack of imaginative control, etc.
News Element
Lead with the news. Do not focus on the organization, focus on the story
Reference
Make sure references are clear. Whenever quotes are included check to see that there is no confusion about what is said
Balanced/Nuanced Information
Media gatekeepers abhor advertising language
Contests and Sweepstakes
Might create a great deal of legal considerations
Newness
New developments? Old things in a new light?
Business-to-Business Advertising
Not usually seen by consumers. Usually found in professional, trade, or industrial publications read by other business people.
Context
Not usually you best starting point
Polls and Surveys
Numbers are often of interest to journalists -Might hire experts to do surveys!
Significance
Numbers? How many people are affected?
Names
Only include names in the lead when name recognition is high
Slander
Oral defamation
Opinion Actualities
Organization's viewpoint
Human Interest
Personal stories?
Contact Info
Phone and email for contact person
Distribution Date
Plan ahead to account for lead time (time it takes for a reporter/ media professional to prepare and publish your story)
Planning Sheet
Plan event logistics as well
Value Categories
Power, wealth, well-being, affection, skill, rectitude (moral correctness) and enlightenment
Problem-solving Blocks
Premature judgments, lack of disciplined efforts, use of poor problem-solving approaches, etc.
Retail Advertising
Promote a sale and/or encourage use of a product/service. Local in nature and can include information about dates, locations, prices, etc.
Public Service Advertising
Promotional and advocacy advertisements for both print and broadcast media in which no placement costs are charged by the medium using the advertisement.
Background Info
Provide context for story/ report. This info is an attempt to help address your objectives, perhaps by using quotes
Navigation
Provide internal links to other pages in the newsroom. Not everyone enters through the "front door"
Strategic Planning
RACE and ROPE model
Pun Lead
Relies on humor
Plato
Rhetoric vs dialectic
Invitational Advisory
Sent to editors, reporters, bloggers, etc. Provide general topic, time, and place, photo ops, speakers, etc.
Service Mark
Similar to trademark, except it protects symbols and words associated with services and programs rather than product names.
News Flag
Simply the word "NEWS"
Defamatory Content
Some words are defamatory per se (that is, in and of themselves)
Special-Interest Newsletter
Specific profession or industry focused. Issues & Trends PRSA member newsletter
Main News Headline
Standard news headline
Primary Research
Surveys, focus groups, content analysis, etc
Punch Lead
Takes the form of short sentences or even sentence fragments. A bit more conversational than headlines but serve much the same function
Passive Voice
The action is done to the subject
Connotation
The cultural meaning of a word
Denotation
The dictionary definition of a word
Deckhead/ Underline
The opposite of the kicker/overline, a deckhead/underline is a description or short label that follow a feature headline.
Copy Editing
The process of reviewing the draft or piece of writing to make it better. It involves fact checking, revising for style, correcting grammar, rewriting for smoother and more understandable language, etc.
Active Voice
The subject is performing the action
Unusualness/novelty
Things that are out of the ordinary attracts interest
Signifier
Things that give meaning: word/image
Making the News
Things to consider: 1. Understanding news values 2. Targeting the right media with your information 3. Considering the interests of media audiences 4. Considering the objectives of your client(s) 5. Exercising creativity
Allusion Lead
Ties your story to some other story
Slug Line
Top of second page. 2-3 word from headline + page number
Umbrella Lead
Used to set up complicated stories with a lot of complex information
WIN
Wants, interests, needs
Timeliness
What are some important/ current issues?
Signified
What is evoked in the mind-mental concept
Message
What is/are your core message(s)?
Channel
Which medium suits your message(s)?
Corporate Report
While annual reports differ in style and design, they often include the following: -Distinctive cover and consistent design theme that reflect the organization's character. -Letter from the CEO or chairperson of the board. -Listing of directors and officers of the company. -Financial highlights from the previous year + 10-year financial history. Graphs & words. -Description of the organization's products or services and the markets served. -Discussion of the industry or environment within which the organization operates. -Discussion of key issues facing the organization (and how it plans to deal with them). -Audited financial statements, especially those required by the Securities and Exchange Comission, prepared by the organization's financial staff to report on earnings, income, cash flow, and other matters. -An opinion letter, the official statement by an outside auditor attesting to the accuracy of the financial information. -Social-responsibility report on corporate philanthropy, environmental progress, and other benefits the organization brought to its community.
Attribution
While attribution os needed for news releases, it does not need to go in the lead. Later paragraphs can provide attribution for statements made in the lead
Tips for Writing About Issues
Write somewhat informally and be personable with the reader; avoid sounding preachy or promotional; emphasize what can be accomplished rather than what cannot; consider source credibility and be persuasive; do not overestimate the reader's knowledge about the topic
Functional vs Creative Writing
Writing does not have to be either one or the other, it can be both at the same time
Libel
Written or broadcast defamation
