Mallory Boulware

This is a blog for PR Writing

Chapter 1 Reading Notes February 1, 2010

Filed under: COMM 4333,Reading Notes — mbboulware @ 5:02 pm

These notes come from Public Relations Writing and Media Techniques by Dennis L. Wilcox

1. There are four components of Public Relations:

  • Research
  • Planning
  • Communication
  • Evaluation

2. Tactics are the ways in which a strategy is carried out. PR writers are responsible for carrying them out.

3. There are four PR roles:

  • Expert Prescriber- top management consultants for strategic planning
  • Communication Facilitator- the person in communication with the organization and its publics
  • Problem-Solving Facilitator- solves problems with management
  • Communication Technician- provides graphic design, event planning and writes news releases.

4. Aside from writing, PR practitioners need four basic knowledge skills:

  • Knowledge of PR
  • Knowledge of current events- some employers even provide quizzes during interviews
  • Knowledge of business
  • Knowledge of management

5.The difference between a journalist and a PR writer is objectivity vs. advocacy.

6. In order for a PR writer to write an affective persuasive piece, he/she must do research on the specific target audience.

7. PR professionals spend about 70% of their work time on the computer.

8. It is important to use short paragraphs, present tense and also important to limit the amount of words around a verb.

9. Here are some errors to avoid:

  • Spelling
  • Jargon
  • Poor Sentence Structure
  • Wrong words/ words that sound alike
  • Redundancies
  • Too many numbers
  • Hype-it ruins credibility
  • Stereotypes-people can perceive them as sexist or racist
  • Politically incorrect language

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