Principles of PR Lecture 7.pdf

- News Release is NOW due the 18th of Feb. - Might push back Quiz 1, but for now it is scheduled for Feb. 25th Important Info: Theoretical Underpinnings of Public Relations (continued) Messaging Messages with explicit conclusions are more effective than messages that allow the recipient to draw his or her own conclusions ? Good news presented first increases acceptance of a message even if the message also contains bad news ? Increased comprehension of a message increases agreement? Learning increases with message repetition, but repetition can eventually cause an increase in counter- argumentation and a decrease in favorable thoughts ? Repeated exposure to a message can increase agreement, but too much can lead to boredom and reduce agreement?. ? Writing in PR Malapropisms: when you use the wrong phrases when expressing opinions? ex., thrifty and economical instead of cheap, building maintenance crew instead of janitors, capital punishment instead of death penalty, passed away/expired/went to heaven instead of died ? We use them in all areas of life? Euphemism: a better or more acceptable way of saying something so that it does not offend someone ? Double Speak: when companies use more acceptable language (euphemisms)? "Writing is the core skill of the PR Practitioner" What is needed? Focused: be able to concentrate on things? Aware: know the world around you? Relational: you have to be able to see things in context and relate them to other things? Logical: you have to have rhetorical equations for things? Confident: in order to be an effective writer you have to have confidence (you'll be able to write on demand) ? Ability to think? You know nouns from verbs, past tense from present tense, grammar, etc.? Able to express complex issues in clear concise language? Above average language skills? No blank pages? Ability to write on demand? Listening? Knowledge? What is PR Writing? Lecture 7 Tuesday, February 09, 2010 1:14 PM Principles of PR Page 1 What is PR Writing? Every word means something (know connotations)? Precise use of language? Expressing complex concepts in clear and concise language? Write on demand? Content? Controlled vs. Uncontrolled Information ***Important to know what these are and understand*** Controlled information Uncontrolled Information Often paid for? Not paid for? Desired content? Content subject to editing? Desired distribution? Uncertainty of exposure? Advertising? Newsletters? of an organization on a matter of broad importance White papers :official position? Op eds? Letters to Editor? Some examples:? News Releases? Broadcast Statements, speeches? Some examples:? Low credibility; e.g., advertising? Effectiveness driven by money? Characteristics:? Higher credibility; e.g., news coverage? Not dependent on money? Characteristics:? Dow does a nice job with this ("The Human Element" Campaign)? Advertisements ?PR uses this to help build up the company's reputation and the brand? Backgrounders ? gives more detailed information, keeps the news release brief? Briefing Papers? Brochures? Crisis Plan? Feature Articles? Issue Statements? Key Messages? Letters to Editor? Mission Statements? Newsletters? News Releases? Pitch Letters? Presentations ? Public Service Announcements? PR Communication Vehicles? A Brief List PR Writing Style & Technique Describe a personal or fictional experience or a story based on a real or imagined event ? The DaVinci Code Examples:? Narrative: story? Types of Writing? Principles of PR Page 2 The DaVinci Code? My American Journey, Colin Powell? Designed to convey information or explain what is difficult to understand? Textbook: This is PR, Newsom, Turk & Kruckeberg? Press Release? Examples:? Expository: explaining something with factual details; informational? Attempts to convince the reader to accept a particular point of view or to take specific action ? Letter to the Editor? Pitch Letter? Examples:? Persuasive: influential? Also use: creative writing (in persuasive and narrative pieces)? The Public Relations Writer Uses language precisely? Clarifies and simplifies by expressing complex concepts in clear and concise language? Writes on demand? Has a firm grasp of the subject? Writes clear so people understand what you mean? Begin with the Basics Know what you want to say? If you can't write a short simple sentence of what you want to say, you're not ready to begin? Think of what you want to happen in the reader's mind? Message? Know demographics, psychographics, etc.? Know who the readers are? Know something of their characteristics, attitudes, and beliefs? Craft the message to your public? Public? Choose the right medium for your message and your public? Use appropriate style for the medium? Know the limitations of the medium? Medium? Principles of PR Page 3