WRIT

ING F

OR PR

POP QUIZ

Tell me what you know about what a brand is…

POP QUIZ

A company’s reputation in the marketplace is also known as their

__________.

POP QUIZ

“Public relations is a ______________ communication process that builds ______________ between organizations and their publics.”

POP QUIZ

What are the two roles of public relations managers within an

organization?

OLD RULES OF PR

• The Old PR Rules: Press releases go straight to the media to try to gain media coverage. Media is the audience.

•News had to be significant to get coverage.•Only way consumers heard about the story was if media covered it.• PR and Marketing were completely separate, with different goals and strategies.

NEW RULES OF PR

• The New PR Rules: Press releases and PR communication goes to the consumer. Consumers are the audience members.

• People want authenticity and participation.• Content is delivered right when the audience needs it.• The internet has made PR public again, instead of one way through media.•Direct communication through blogs, online video, e-books and news releases.• Social networks = shareability.

CONTENT MARKETING & ONLINE RELEASES“Content marketing is a marketing

technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience with the objective of driving profitable customer action” (Content Marketing Institute, n.d.).

REASONS TO WRITE A RELEASE

• Impact- something that has a large impact on an organization, community or society

• Oddity- an unusual occurrence or milestone

• Conflict- dispute or controversy

• Known principal- the person announcing is notable

• Proximity- localized to the area

• New Rule- write about anything and everything

WRITING IN THE INVERTED PYRAMID

IN SENDING A RELEASE

• Send to only one reporter at a time

• Limit subject lines and make them enticing

• Boldface “FOR IMMEDIATE RELEASE”

• Limit length- PR Newswire says average is 500 words

• Get to the point immediately- use the 5 Ws

• No attachments

• Link to supporting information, if any

• Remember readability

MEDIA ADVISORY

• Sent to media outlets to invite them to an event or press conference

OTHER WRITING

• Letter to the Editor

• Speeches• For executives, government leaders, etc

• Op Ed•Opinion article with a call to action• Prints opposite the editorial page

OP ED BEST PRACTICES

• Timeliness

• Pointed View

• Accuracy

• Length

• Exclusivity

OTHER WRITING

• PSA- Public Service Announcements• Run for free on radio or television• Short- usually :15 or :30

•How to write it:•Make every word count•Use hooks to capture your audience•Use a call to action

CURRENT EVENT PRESENTATIONS

GET IN YOUR GROUPS

• Finalize your group name

• Work together to create a :30 PSA about an on campus issue that would be played on the college radio station.

• If time allows, circle back to your backgrounder information and work on that piece more