Writing for MediaSession #8

“Writing Public Relations”UCSD Extension Spring 2012

Public Relations

• What is it?

The Process

• Research

• Planning

• Communication

• Evaluation

Research

• Find out everything about company

• Talking with people w/in organization

• Reading reports and backgrounders

• Interviewing top execs

• Examine similar organizations

Research (cont.)

• Holding focus groups

• Conducting surveys and experiments

• Know your audience

Planning

• Need objective

• Channels

• Tools/Services

• Message

• Measure

• Anything else?

Communication

• Who

• What

• Why

• When

• Where

• How

Evaluation

• Did the plan work?

• Right messaging?

• Desired impact or effects?

• Accomplish objectives?

• How to continue success?

• Adjustments need to be made?

Publics or Audiences

• Internal:

• Staff, contractors, stockholders, members, families, etc.

• External:

• Consumers, news media, contributors, etc.

PR Work

• Communication w/ internal/external publics

• Coach execs on good PR practices

• Work with news media

• Produce public functions/events

PR Tasks

• Press releases

• Articles

• Letters

• Speeches

• PSAs

• Brochures

PR People

• Verbal acrobats

• Organize effectively

• Work efficiently

• Meeting deadlines

• Quick study to understand subjects

• Deep regard for accuracy

Press release

• Announces timely news item

• Springboard to an article

• Gain customer testimonials

• Use source as a future resource

• Newsletter, blog, tweet material

• Anything else?

Press Release Checklist

• Newsworthy?

• Compelling lead?

• Who, what, why, when, where, and how?

• Written like news? (GSP)

• Contact info?

• Include quotes?

Video News Release

• B-roll

• Source quoted on video

• Voice-over background material

• Soup company: “soup is good food” VNR

• Brokerage firm: “advantages of buying stock” VNR

A Letter

• Still powerful form of communication

• Direct message to the person

• Requires precise and concise writing

• Understand its purpose

• What action is expected or intended?

Company Publications

• Newsletters

• Brochures

• Company magazines

• Annual reports

• Websites/blogs

Presentations

• Slideshows

• Statements

• Speeches

• Panels

• Interviewees

Questions...