Category Archives: Reading Notes PRCA 3330

Speeches

Chapter 15 notes from Public Relations Writing and Media Techniques

  • Know your audience! Find out everything you can about the audience. A helpful hint is use the five W’s and how many people will be there?
  • Understand the three key aspects of the speech: the objective, the key message, and the strategy/approach.
  • Use personal pronouns like “you” and “we”. This lets the audience know you are talking to them.
  • “93% of all communication occurs not through words, but through vocal and nonverbal performance, such as gestures, posture, and attire.”

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Emails and Memos

Chapter 14 notes from Public Relations Writing and Media Techniques

  • The pros of e-mail for public relations writers is sending media advisories and news releases, disseminate employee newsletters, and chat with colleagues around the world. Back in chapter 10 it said that 98% of journalists prefer to receive news releases via e-mail.
  • E-mail should never replace face-to-face communication. The good news and the bad news should be delivered face-to-face communication.
  • Memos is a brief written message, usually a page or less in length. The standard delivery method for memos is e-mail.
  • Memos are written for various communication purposes. Memos can ask for information, supply information, confirm verbal exchange, ask for a meeting, schedule or cancel a meeting, remind, report, praise, caution, state a policy, or perform any other function that requires a written message.

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Online Web Usage

Chapter 12 notes from Public Relations Writing and Media Techniques

  • Printed material follows a linear progression while online material is nonlinear.
  • You have 10 to 12 seconds to hook an Internet surfer to your website. When building a website having a vision helps. It’s always a plus when you can make your website interactive. Hyperlinks is another great way to attract Internet surfers. Hyperlinks link your website to organizations or topics that are directly related to your organization/industry.
  • Public relations writers are usually involved in three kinds of blogs: corporate, employee, and third-party blogs.

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Relationships

Chapter 11 notes from Public Relations Writing and Media Techniques

  • Media Relations is very important in PR.
  • 50% of stories that are in the newspaper come from news releases.
  • Old time journalists call public relations people “flacks” a derogatory term for press agent.
  • Fortune 500 companies complain that journalists cover the subject bias or do not have all the background information.
  • Because their will always be friction between journalists and public relations doesn’t mean the two cannot have a working relationship. Mutual respect of each others work can lead to a happy relationship.

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Reaching the Media

Chapter 10 notes from Public Relations Writing and Media Techniques

  • Editorial Calendars- certain issues have a special editorial focus. Special issues are used to attract advertising. For example if seventeen magazine is doing a whole issue on swimsuits for the summer, I would want to make sure my clients that sell swim suits to have advertising in there. Also I know that the magazine is open to feature stories about swimsuits.
  • Tip sheets- weekly newsletters that report on recent changes in news personnel and their new assignments, how to contact them, and what kinds of material they are looking for.
  • 98% of journalists surveyed said they prefer to receive news releases via e-mail.

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Variety of News Releases

Chapter 9 notes from Public Relations Writing and Media Techniques

  • Radio News Releases (RNR)– Either 30 or 60 seconds long
  • Audio News Releases (ANR)– 60 seconds, this includes 20 seconds of soundbite. -Very economical and effective.
  • Public Service Announcements (PSA)– PSA’s are unpaid service announcement that promotes government or nonprofit agencies that serves the public interest. -Can be 60, 30, 20, 15, or 10 seconds long.
  • Radio Media Tours (RMT)– One on one interviews. -One central location. -Low in cost.
  • Video News Releases (VNR)– 90-second news report. -Extra soundbites and B-roll. -Script, spokespeople information, media contacts, and story background. -Expensive!
  • Satellite Media Tours (SMT)– One on one interviews. -Fixed locations via satellite. -TV journalists and talk show hosts.
  • Product placement– also called plugs are brands that are used in TV shows and movies to promote the company’s products and services.
  • Issue placement– when an important or current issue is written into a TV show’s script.

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Photo Techniques and Photo Captions

Chapter 8 Notes from Public Relations Writing and Media Techniques

  • Photos must have high resolution and sharp detail.
  • Technical quality, subject matter, composition, action, scale, camera angle, lighting and timing, and color should all be considered characteristics of the photo being taken.
  • When working with a photographer/ finding a photographer ask them…  1. Do you shoot in digital? 2. Can you show me examples of other similar photos you have taken? and 3. What contacts do you have with the media and how will you help me distribute the photo once it has been shot?
  • When writing a photo caption do not write the obvious. Write to provide information that is not apparant in the photo.

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