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WEDNESDAY, MARCH 27, 2013. PUBLIC RELATIONS WRITING. ADMINISTRATIVE. Localization Assignment DUE: THURSDAY by 5 P.M. (email) Extra Credit 250 – 300 words re: online media coverage of: Sen. Tim Johnson retirement, OR SSM at U.S. Supreme Court 2 Points DUE: Thursday by 5 p.m. (email).

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Wednesday march 27 2013

WEDNESDAY, MARCH 27, 2013

PUBLIC RELATIONS WRITING


Administrative
ADMINISTRATIVE

  • Localization Assignment

    • DUE: THURSDAY by 5 P.M. (email)

  • Extra Credit

    • 250 – 300 words re: online media coverage of:

      • Sen. Tim Johnson retirement, OR

      • SSM at U.S. Supreme Court

    • 2 Points

    • DUE: Thursday by 5 p.m. (email)


The overall role of
“The overall role of…

… public relations is to motivate a person or a group to take a specific action. No new invention or methodology can ever change the basic human characteristic of communicating ideas with the basic purpose of influencing agreement or support or otherwise.”

- Harold Burson, Burson-Marsteller PR


Public relations defined
PUBLIC RELATIONS DEFINED

  • “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

    • PRSA

    • http://www.prsa.org/AboutPRSA/PublicRelationsDefined


Burson
BURSON ...

  • “The public relations professional helps hone the messages that will be most persuasive to the audience and selects the media (usually a mix of media) that will deliver the messages most credibly and economically. It goes without question that this process take place within the context of uncompromised dedication to truth and transparency.”


Past present and future
PAST, PRESENT AND FUTURE

  • First press release:

    • 1906 after Pennsylvania Railroad train wreck

    • 50 people killed

    • Published in NY Times

  • Generally unchanged for 100 years

  • Today: Web, Social Media,audio, video…


Writing skills for all press releases
WRITING SKILLS FOR (ALL)PRESS RELEASES

  • Target your audience

  • Find newsworthy angle ***

  • ID news element early

  • Use inverted pyramid

  • Use visuals

  • Use key words (SEO)

  • Make relatable

  • Be factual

  • Allow lead time

  • Use active voice

  • Use present tense

  • PROOFREAD


Email press releases
EMAIL PRESS RELEASES

  • Much shorter … less than 600 words

  • Target audience

  • Subject line is key

  • PROOFREAD

  • Do not send attachments

  • Links!


Social media press releases
SOCIAL MEDIA PRESS RELEASES

  • More informal

  • Headline/Subhead are key

  • Lists work well

  • Less than 600 words

    • 140 characters or less on Twitter, yes, a press release on Twitter


Video news release
VIDEO NEWS RELEASE

  • YouTube.com is our friend


Structure of press releases
STRUCTURE OF PRESS RELEASES

  • Keys:

    • Consistent style; page numbers; timeliness

  • Major Elements:

    • Company Name

    • FOR IMMEDIATE RELEASE

    • Date of release

    • Contact information

    • Headline

    • Dateline

    • Lead

    • Body

    • Ending


Also from text
ALSO FROM TEXT

  • Public Service Announcements

    • Mostly audio/video

  • Multicultural Awareness

    • www.prsa.org/Diversity/

  • Media Kits

    • http://www.noodles.com/news/mediakit.php

  • Corporate Publications


Job skills
JOB SKILLS

  • PRSA (Public Relations Society of America)

  • PRSSA (Public Relations Students Society of America)

  • Social Media

    • Know it. Use it.

  • Go to blogs / sites


Assignment
ASSIGNMENT

  • Combination of Exercises 5, 1, and 2.

  • DUE: Next Wednesday, 9 a.m.


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