Reading Notes Chapter 15

 

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Speeches and Presentations 

Being able to speak well is still a vital role in Public Relations.  A few task that you may be asked to complete using speaking and presentation skills could be anything from writing speeches for executives to organizing speaking bureaus.  Whatever the task strong communication skills are a must.  

Below are some tips about giving effective speeches and presentations : 

• Found out everything about the audience – Who? What? Where? When? How many people? What time of day? Purpose of the meeting? Length of speech? Purpose of the talk?
• Before you begin to write you need to understand the three aspects : the objective, the key message, and the strategy/approach
• Make sure it’s appealing to the ear – a speech must be prepared for listeners not readers
• If appropriate use visual aids

 

Reading Notes – Chapter 14

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E-mails, Memos, & Proposals – Oh my!

Emails, memo’s and proposals are intended to make communication a little more personable.  However, sometimes they become a nuisance.  There is possibly nothing more boring then sorting through emails and messages.  As a PR professional it’s important to keep these following tips in mind :

• Write smart, simple and short – this will save the reader time and energy
• Remember the five ”C’s” – Clarity, completeness, conciseness, correctness, and courtesy
• Do your part and reduce clutter – limit messages to key audiences

 

Reading Notes – Chapter 13

Newsletters & Brochures

Although the internet has taken off and many people get their information from the web the print media still isn’t dead.  In fact, some say that it is a more personable way of relaying a message.  The majority of people still like to have something to hold, touch, pass on and refer back to.

Advantages of newsletters and brochures :

• Portability
• Shows personality & can reflect the “face” of the company
• More in-depth stories
• Drives readers to web content

“Corporations need to think of a newsletter as something that can inform, educate and hopefully drive action, as opposed to being a reporter of facts, after the fact.” – Charlotte Forbes senior vice president of Stromberg Consulting

 

Reading Notes – Chapter 12

New Media

New media is now sometimes considered “mediasphere” and “blogosphere” by CooperKatz and Company. 

New Media characterized by:

Widespread broadband

Easy to use online publishing tools

New distribution channels

Mobile devices

Some of the new media outlets:

• Del.icio.us.
•  MySpace
• Facebook
• Twitter
• Blogger
• Technorati
• YouTube
• Flickr
• Wikipedia
• Digg

 

 

Tips on writing a blog

Write everyday

Think about your topic and audience

Keep entries short

Spelling and grammar count

Use lots of links

List your blog

“Collectively, the social media – including blogs, social networks, RSS feeds, podcasts, wikis, reviews, bulletin boards, and newsgroups -have the power to support or destroy a brand or reputation.  Transparency is the key; but it’s risky business and requires a new mindset and toolkit” - Markowsky Company

 

Reading Notes – Chapter 11

The Importance of Media Relations

“Media relations is the crux of all PR.  It is about getting your clients in- and keeping your clients out of – the press”

 – Ray Kerin executive director of media relations for Merck, as quoted in PR Week.”

 

How to establish and maintain relationships in the media:

• Limit your mailings
• Avoid gimmicks
• Be available
• Get back to reporters
• Answer your own phone
• Answer questions
• Get together sometimes and not talk about the client or product
• Mutual cooperation, trust and respect
• Avoid excessive hype
• Do the necessary homework
• Make sure all of the facts and information are accurate
• Meet the deadlines

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Reading Notes – Chapter 10

Chapter 10 Notes – Reading Notes

How to reach the media –

• Make sure to distribute news to the right outlet
• Make sure that the news reaches the right audience
• Make sure it’s relevant

Where to look -

• Media databases
  • Two good online databases are www.cision.com and http://www.burrellesluce.com/
  • Tip Sheets – Weekly newsletters that report on recent changes in news personnel and contact info.
    • PR Newsletters – Bulldog reporter, Jack O’Dwyers Newsletter, Ragan’s Media Relations, and PR Week

Outlets to distribute –

• Email
• Online Newsroom
• Electronic wire services
• Feature placement firms
• Photo placement firms
• Snail Mail
• Fax
• CD-ROMs

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Chapter 9 – Reading Notes

“Writing for the Ear”

It often seems like the old way of communicating is out the door, and it some senses it is.  However, many people still watch an average of 7 hours of  T.V. daily according to the NAB.  In 2008 it was also reported by Edison Media Research that college graduates aged 25-54 listen to the radio almost 16 hours a week.  So while many tend to think that this way of communicating is decreasing it’s still obviously very important.

Here is a list of pieces of information that I found interesting or important in this chapter …

• “Radio is a cost-effective way to reach large numbers of people in various age, ethic, and income groups.”
• While there are similarities in both news and radio releases there are differences in formatting and the style of writing.
• Time is money on the radio – get to the point quickly!
• It’s important to read your story out loud to make sure it is appealing to the ear and simple to comprehend
• Organizations need to utilize the free resources such as community calendars, radio promotions, creative publicity ideas, and documentaries.

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Reading Notes Chapter 8

The important role of photos and graphics

• Studies show that more people “read” photos then read articles
• Advertising Research Foundation found that three to four times as many people notice the average one-column photograph as read the average news story
• Photos and graphics increase awareness

Quick tips for taking a good publicity photo:

• Show the product in the scene where it would be used
• Don’t accept anything but the best
• Setting should be realistic
• Every picture should have an accurate caption

Tips and ideas for publicity graphics:

• Graphics can include charts, diagrams and maps
• should be colorful and uncluttered
• Never send as an attachment to an editor or reported unless specified

 

 

Reading Notes Chapter 7

Features and Op-Ed

FEATURES :

Features comes in  various formats.  Sometimes they are created to provide information, sometimes to provide background information and sometimes to generate publicity for standard products and services.

Parts of a Feature :

• Headline
• Lead
• Body
• Summary
• Photos and Graphics

OP-ED:

An op-ed means “opposite the editorial page”. 

An op-ed piece is a chance to influence leaders and thinkers. 

Tips for writing a good op-ed:

• Prefered 400-750 words 
• Have a clear editorial viewpoint
• Use short declarative sentences
• Be timely
• Avoid the use of first person
• Use active verbs
• Dont’ do a mass email of an op-ed piece

 

 

Reading Notes Chapter 6

Facts Sheets, Advisories, Media Kits, and Pitches

Fact Sheets :

• A one page background sheet about an event, a product, or even the organization
• Often accompanies a news release or media kit
• Bullet form document that is used as a quick reference

Media Kits:

• Also known as a press kit
• Can include : a main news release, fact sheets, background information, photos and drawings, basic brochures

Forming a pitch:

• do your homework
• enticing lead
• Make sure the email subject lines are catchy
• follow-up on your pitch