Combo with "Public Relations Writing Midterm" and 3 others – Flashcards
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Public Relations is the business of
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generating goodwill toward and individual, cause, company or product.
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Public Relations is the act of
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communicating what you are to the public.
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Public Relations is activity, communication, press coverage
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that is designed to enhance the prestige or goodwill of a company.
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PR is any activities or events
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that help promote a favorable relationship between a company and it's customers and prospects.
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PR should influence the press to
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print stories that promote a favorable image of the company and it's products and services.
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PR should communicate with various sectors
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of the public to influence their behavior, attitudes, opinions.
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PR should plan
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an activity that thats meant to improve the projects organization's environment in order to improve project performance and reception.
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Public Relations is Professional Services
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in promoting products by arranging opportunities for exposure in media.
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Public Realtions is
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an effort to maintain mutual understanding between an organization and it's publics.
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PR Is a promotion intended
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intended to create goodwill for a person or institution.
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Press agentery
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provides the role of media exposure.
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Promotion
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combines media exposure with persuasion.
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Public Affairs
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government public relations.
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Public Information
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federal governments replacement term for PR.
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4 PR Models
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press agentry/publicity, public information, two way asymmetric and two way symmetric.
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Press Agentry Model
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one sided propaganda
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Public Information Model
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practitioner is a journalist and produces well balanced information to the public.
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Two-way asymmetric model
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scientific persuaders
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Two-way summetric
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mediators
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The role of a public relations writer
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technician
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4 Core Components of PR
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Research, Planning, Communication and Evaluation
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PR writing is similar to Journ. in that
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both strive for accuracy/credibility
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PR is different to Journ in that
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diff. objectives, audience selection, and variety of media channels
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What tools are essential for PR work?
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Computer (desktop/laptop), reference library, search engines
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All PR writing starts with what?
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a purpose and content of message
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What is important in PR writing?
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Purpose, stratgey, medium, style and format
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4 Basics of Communication
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Sender, Message, Channel, Receiver
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Framing
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how journalists/editors focus on certain facts/themes to "frame" a story.
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Diffusion and Adoption
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Awareness*, interest*, trial, evaluation, adoption
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Factors in Persuasive Writing
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Audience Analysis, Source Credibility, Appeal to Self-Interest, Clarity of the Message Timing and Context, Symbols/Slogans/Acronyms, Semantics, Suggestions for Action, Content and Structure
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Passive/Active Audience
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Passive-Inactive public-unaware of product/idea Active- Aware of product/idea/service
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4 types of Endorsement
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1) proclamation by mayor, gov or pres 2) Media generated through reviews/blogs/news 3) Statements made by experts/credible sources 4)Statements made by celebs
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Persuasion Propaganda Techniques
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Plain Folk, Testimonial, Bandwagon, Card stacking, transfer, cause and effect, personal attack, inference by association, testimonials
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Other prop techniques
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plain folk, testimonials, transfer
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Unethical in prop techniques
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emotive language (from fact to opinion), amphipoly, equivocation(ambiguous words)
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Logical fallacies in prop techniques
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cause and effect, personal attack, bandwagon, inference by association
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Ethics of Persuasion
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Don't lie/be false/be fake Don't deceive/ mis represent yourself as an "expert" Don't oversimplify complex issues Don't pretend certainty DO NOT advocate something you DO NOT believe in yourself
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The Inverted Pyramid
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-Begins with the summary lead -Adds facts in a descending order of importance -Done so that the story may be edited to fit the available space by cutting off the end of the story; nothing of significance lost (depends on advertising)
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The Summary Lead
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In the Inverted Pyramid Answers: -Who -What: usually most important -When -Where -Why -How OR known as the Summary Lead *Sometimes there is no how, or why Ex: "Columbia pictures announced today that it has signed Britney Spears to a three-film deal for $60 million each.
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Hard Lead
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(Print) -Simple sentences -Active voice (paints picture with fewer words) -22 25 words maximum -most important is the who, what, where and start with that
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Soft Lead
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(Electronic) -Simple sentences -active voice -18 to 20 words maximum -the first 2 to 3 words are thrown out -sometimes will have a second sentence
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Why is writing for features different?
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You may not know what is going on until the end where as in public relations the point is to know what is going on at the beginning
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Format for the News Release
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-Spacing: typed, double, standard 8 1/2 by 11 size paper -Paper: white, light gray or brown -Identification: yourself, contact, organization -Release date: "embargo date" don't broadcast before ___ (out of respect) -Margins: standard -Length: 1 page if you can, 2 pages is fine, 3 is a problem *Need to know who covers what/ have a interpersonal relationship *If they think anything is "cute" it will get thrown out! *Fax or email, figure out what particular person wants -Paragraphs: short, 3 sentences at maximum -Slug line: (more or ### or 30) -Suggested headlines: may be changed by copy header based on space but you should write one to get the reporters attention -Timing -Using Internet -Proofreading: Use programs such as writeright and spell check
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What determines whether something is news worthy?
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-Impact: major announcement that affects an organization, its community, or society -Oddity: an unusual occurrence or milestone, such as the one-millionth costumer being signed on -Conflict: a significant controversy -Known principal: the greater the title of the individual making the announcement—prez---the greater the chance of the release being used -Proximity: how localized the release is or how timely it is, relative to the news of the day *Beyond these, human interest stories, which touch on an emotional experience, are regularly considered news worthy.
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Fool Proof Formula for Writers
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1. The idea must precede the expression -Writing requires ideas and ideas require thoughts; think first 2. Don't be afraid of the draft 3. Simplify, Clarify -In writing, the simpler the better -They key to clarity is tightness; each word/passage/paragraph must belong 4. Must be aimed at particular audience
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Difference between Journalist and Public Relations
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Journalists: objective point of view, have a formula PR: Different point of view, best light possible, use the formula of Journalists because it's a better chance that they will run the story just how we wrote it
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Think
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A good writer must be able to ________.
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Controlled and Uncontrolled
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2 Categories of PR Writing
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Uncontrolled
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at the mercy of the media, example is a press realse
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Controlled
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PSAs, Brochures, Ads
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2 reasons for sendinguncontrolled
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gains credibility and is cheaper
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Paid advertisement and Press Release
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Examples of controlled and uncontrolled
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brochure, press release, fliers, advertorials, fact sheets
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Tools of PR writer
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Well-written
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All forms of PR materials must all be ____________.
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Persuade and Inform
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Two reasons for writing in PR
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Medium is
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the message
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Planning
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1st and most important stage in writing
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Audience, message, content
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When researching, you must identify the ____, _____ and ____.
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End users of your information People most effected
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Target Audience
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Unbiased and trained in area
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Benefits of using a Moderator
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Get info before starting
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Focus groups
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Goal
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Broad
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Objectives
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Concrete steps to reach goals
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Audience and perceived needs
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How do you determine positioning of message?
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Unaware, importance, can they do anything about it
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When/Why target audience might change mind
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Lack of understanding
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PR v Journalism problems
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AP style, deadlines, contact info, press releases
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How you can help PR and Journalism
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Consequence, Interests, timeliness, proximity, prominence
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Characteristics to base news values on:
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Hard news
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News of immediate importance
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Soft News
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Passive news
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Honesty, answering calls and on-record
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Guidelines dealing with media
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Go to reporter, don't go over their heads
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Dealing with mistakes in news
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Once per month
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How often do you update a media list?
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Label, table of contents, news release, fact sheet, photos
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What all is in a press kit?
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Publicity, Angle, Story
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What is a news release and what should it contain?
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grab attention first 30 seconds, create lead, expand on lead, info decreasing in importance
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Leads:
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Point of origin of release
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Dateline
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Dateline
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Point of origin of release
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1- introduce story 2- include why they should use your story 3- how you can be reached
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Pitch letters
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Knowing audience
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What dictates content?
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elaborate on read, think what reader wants to know, give facts
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Feature writing
