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What is public relations?
Telling your story to the public Education Information Integrated communications tool
Public relations is a values-driven management of relationship between an organization and the publics that can affect its success.
Mostly it is writing well
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A point of view with a twist
Persuade audiences to hold a particular view about your company and/or its products
Put the organization and/or product in the best possible light
Put the organization and/or product into the desired position in the marketplace
CREDIBILITY!!!!!!!
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What you may write News releases Letters Speeches Backgrounders Online copy Magazine articles Pitch letters PowerPoint presentations Media tour presentations Media kits Banners Contact sheets
Newsletters Annual report letters Award announcements Award speeches Advertorials Letters to the editor E-mail messages Public relations plans Strategic communication
plans Invitations Testimonials Biographies
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What else you may write
Apology letters Statements to the
media Crisis events Surprise announcements
Crisis management plans
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Public relations audiences
The Audience PR message and channel are defined by your
relationship with your audience and the message Media outlets Sub-groups within the general population Internal or external audience
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PR writing basics
Media Fit message Fit audience Multiple “touches” with audience
Print – complicated messages Radio – short topics Internet – detail
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The news release
“Bread and butter” of public relations Still a basic news story Company name in 2nd paragraph Boilerplate at the end Contact information Headline
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News release format
Letterhead Contact information Headline Dateline Standard news format
Double space Indent paragraphs “more” and “30”
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News release format
Boilerplate paragraph at the endFounded in 1959, Sea Ray is the world’s largest manufacturer of superior quality pleasure boats headquartered in Knoxville, Tenn. With more than 50 different models ranging from 18 to 68 feet, Sea Ray makes a boat for every need. Each is built with a unique Sea Ray commitment to quality, craftsmanship and excellence throughout.
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Basic news release types
Announcements Events Promotions New locations/branches
Community activities Blood drive Donations Participation
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Basic news release types
Media packets and related materials New product New service Localize (fill-in-the-blanks)
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Media kit
Includes: News release(s) on event, product(s) Photos (on disk or CD) of key materials Contact information sheet Business card Bios of key personnel Backgrounders Testimonials
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News release packets
Set of news releases on a given topic or event Newspapers may sell ads around it Designed for smaller media outlets to use as a
series Program or project information
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News packets
Photos Event or program specific Product shots Generic
Royalty-free art
Graphics Illustrates program or product Logos
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News packets
Cover letter Business card for follow up Web site for more information Photos and artwork available electronically
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Public relations nuts and bolts
Strategy defines a public relations plan Components of that plan determined with
clients Materials are drafted and produced as “mock
ups” Client has say on visual and written content Final version goes through “legal” Produced and distributed Follow-up on results
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Writing Ag advertising
General advertising Know thy audience!!!
Demographics Psychographics Media use habits Level of involvement with the product
Highly involved? Need other influences?