Mallory Boulware

This is a blog for PR Writing

Chapter 15 Reading Notes April 20, 2010

Filed under: COMM 4333,Reading Notes — mbboulware @ 3:54 pm

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

Giving Speeches and Presentations

1. First you must determine the objective.

2. The objective must then be supported by key messages to emphasize throughout the speech.

3. There must also be a strategy, which is basically the setting and tone of the speech.

4. When giving a speech, you must always:

  • know your objective
  • structure the message for the ear
  • tailor remarks to the audience
  • give specifics
  • keep it timely and short
  • give gestures and eye contact
 

Chapter 14 Reading Notes

Filed under: COMM 4333,Reading Notes — mbboulware @ 3:49 pm

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

Writing E-mail, Memos, and Proposals

1. Follow these basic guidelines to communicate effectively with your readers:

  • Completeness- information must serve a purpose
  • Conciseness- be as brief as possible
  • Correctness- you have to be accurate in everything you write
  • Courtesy- writing should be polite, but not effusive, personal, but not overly familiar
  • Responsibility- You are representing your employer or client so be in accordance with their policies

2.  A memorandum (memo) is a brief written message, usually a page or less in length

3. In many cases, a potential client will issue a Request for Proposal (RFP). A typical one will include:

  • the background and capabilities of the firm
  • the client’s situation
  • goals and objectives of the proposed program
  • key messages
  • basic strategies and tactics
  • general time line of activities
  • proposed budget
  • how success will be measured
  • a description of the team that will handle the account
  • a summary of why the firm should be selected to implement the program
 

Chapter 13 Reading Notes

Filed under: COMM 4333,Reading Notes — mbboulware @ 3:41 pm

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

1. Newsletters are cost effective, easy to produce and can reach any number of small, specialized audiences

2. A publication’s design should reinforce the content and also reflect the organization’s personality.

3. Layout is a plan showing the arrangement of the material in the publication–the size and location of such items as:

  • stories
  • regularly appearing columns
  • headlines
  • photographs
  • artwork

4. Keep these things in mind when doing the layout for a newsletter or magazine:

  • use white space
  • vary paragraph length
  • break up longer stories with boldface subheads
  • create bulleted lists
  • use only 2 or 3 typefaces
  • keeps articles relatively short for maximum interest
  • inside pages should balance on another
  • use headlines that give information
 

Chapter 12 Reading Notes

Filed under: COMM 4333,Reading Notes — mbboulware @ 3:26 pm

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

1. The media has traditionally has had the following characteristics:

  • it is centralized
  • it costs a lot of money to become a publisher
  • it is staffed by professional gatekeepers (editors and publishers)
  • it features mostly one-way communication with limited feedback channels

2. The new media is characterized by:

  • widespread broadband
  • cheap/free, easy-to-use online publishing tools
  • new distribution channels
  • mobile devices
  • new advertising paradigms

3. Here are some tips for writing on the web:

  • Write the way you talk
  • Limit each page to a single concept
  • Use a lot of bullet-point lists
  • Make sure each page provides the context readers need
  • Limit the use of italics and boldface
  • Don’t overuse hyperlinks within narrative text
  • Make sure your hyperlinks are relevant
  • Provide feedback options for readers
 

Chapter 11 Reading Notes

Filed under: COMM 4333,Reading Notes — mbboulware @ 3:19 pm

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

1. PR people and journalists have a love-hate relationship. Areas of friction are on the PR side include:

  • Excessive hype
  • Not doing their “homework”
  • Making a nuisance of themselves

2. Areas of friction on the journalist side include:

  • Name calling
  • Sloppy/biased reporting
  • Tabloid sensationalism

3. Regular one-on-one contact with journalists help keep the relationship smooth by:

  • Increasing visibility
  • Increasing consumer awareness
  • Increasing sales
 

Chapter 10 Reading Notes

Filed under: COMM 4333,Reading Notes — mbboulware @ 3:11 pm

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

1. Media databases usually provide:

  • names of publications
  • mailing addresses
  • telephone and fax numbers
  • e-mail addresses
  • names of key editors and reporters

2. An editorial calendar means that special issues have a special editorial focus

3. Tip sheets are 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

4. Today’s primary distribution channels are:

  • e-mail
  • online newsrooms
  • electronic newswires
  • mat distribution companies
  • photo placement firms
 

Chapter 9 Reading Notes

Filed under: COMM 4333,Reading Notes — mbboulware @ 3:06 pm

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

1. An ANR is an audio news release. It can be in the form of an actuality or a soundbite.

  • Format for a 60 second one: should include a soundbite of 20 seconds or less.
  • Start with a script, then record the words.
  • Next notify the news department that an ANR is available.

2. Public service announcements are unpaid announcements that promote the programs of government or nonprofit agencies or that serves the public interest.

  • They can be 60, 30, 20, 15 or 10 seconds long.
  • Standard practice is to include multiple PSA’s of varying lengths (usually 15-30 seconds long).
  • Many have background music.

3. A VNR is a video news release.

  • Standard length is 90 seconds.
  • Usually requires trained professionals.
  • Should include 2-3 minutes of B-roll (background pictures and soundbites).