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Chapter Reading Notes 5 -13

Chapter 14 Notes:

Things to consider before writing a proposal:

  1. What is the purpose?
  2. Who will read the proposal?
  3. What are the pertinent interests and values of the reader(s)?
  4. What specific action can be taken on the basis of the proposal?
  5. What situation or problem does the proposal address?
  6. What is the history of the situation?
  7. How much information, and what kinds of information, will make the proposal persuasive?
  8. What format is most effect for the proposal?
  9. How formal in format, tone,, and style should the proposal be?

Chapter 12 Notes:

Tips for posting on websites:

1. Write the way you talk.

2. Limit each page to a single concept.

3. Use lots of bullet points and lists.

4. Make sure each page provides context.

5. Limit the use of italics, bold face, and capital letters.

6. Don’t overuse hyperlinks.

Chapter 11 Notes:

Some tips for handling conferences and interviews:

  1. Deliver your message sincerely.  (Don’t be Tiger Woods)
  2. Know your facts!
  3. Rehearse the message, a mirror often helps.
  4. Stay alert, don’t stray off topic.
  5. Participate in the discussion.
  6. Don’t get angry.
  7. Don’t look at the camera.

Chapter 10 Notes:

Distribution channels at your disposal:

E-mail – Good for pitching to journalists.

Online Newsrooms – Good for journalists to attain information about a company or event.

Electronic Wire Services – Best for sending things to large news organizations.

Feature Placement Firms – Good for reaching suburban papers and weeklies.  As the name implies, best for feature stories.

Photo Placement Firms – Best for distribution of routine materials.

Mail – Good for sending CD’s, DVD’s, and PR/Media kits.

Fax – Good for breaking news and advisories.

CD-ROMs – Good for background material.

Chapter 9 Notes:

Tips for writing for Broadcast:

Topicality – Sometimes a topic that is just too hot not to touch will get airtime.

Timeliness – Like a news release, if it’s not timely, it’s not newsworthy.

Localization – Like a news release, having it affect the local populace is always a better story.

Humanization – If people are involved, personality profiles of sorts, people are always more interested.

Visual appeal – Successful stories must be visually appealing, or graphically unmistakable!

Chapter 8 Notes:

The importance of Photos:

They add interest, explain things better than words.

They add emotion and impact.

They can describe something in greater detail, and quicker, than a description.

They can show statistics, and visualize things otherwise hard to grasp.

Chapter 7 Notes:

Types of features:

Case Study – details how particular people have benefited from a company’s products.

Application Story – Describes how consumers can use the product or service in a new and innovative way.

Research Study – Often detailed by statistical data, research studies show how the product or service benefits a person epmpirically.

Backgrounder – Many types, one of which focuses on a specific problem, and how the company or it’s product overcame the problem.

Personality Profile – Highlights a key person somehow affected by the company and gives a biography.

Historical Piece – Details the history of the company.

Chapter 6 Notes

Types of Fact Sheets:

1. Basic one written for an upcoming event, which consists of the name of the vent, it’s sponsor, location, date and time, purpose, expected attendance, and a list of prominent people attending.

2. Corporate Profile, which includes the organization’s name, the products or services provided, the organization’s annual revenues, the total number of employees, the names of the top executives, the market served, and the position in the industry.

3. Summary of a new product’s characteristics, potentially including: The nutritional information, the production process, the pricing, availability, convenience, and how it serves a need in it’s consumer.

Chapter 5 Notes

Basic Questions to consider when writing a news release:

What is the Subject?

Who is the message designed to reach?

What is in it for the audience?

What goal is the organization pursuing?

What do you want to achieve through the release?

What key messages should this news release highlight?

Categories: Chapter Notes

Chapter 4 Reading Notes

February 21, 2010 Leave a comment

Key Words:

Publicity – coverage of news or information

Publicist – the writer.

Effective Publicists:

1) Uphold traditional journalistic values.

2) Know where to find news and can pick a good angle.

3) Are problem solvers.  Can come up with publicity tactics to break through the competition.

4 Obstacles:

1) Media Gatekeepers – People who control the outlets of media.

2) Shrinking News Hole – Magazines and Newspapers are going out.

3) Media is Fragmented – There is no longer one “magic bullet” of media distribution.

4) Information Overload – There is a LOT of information to compete with.

Things to Keep in Mind:

Time is of the Essence

Prominence is important

Proximity can make or break a story

Significance is key

Unusualness can attract an audience

Human Interest – stories that involve things which tug at people’s base emotions

Conflict is always interesting

Newness – They call it “news” for a reasoning.

Taken From:

PR Book

Categories: Chapter Notes

Chapter 3 Reading Notes

February 21, 2010 Leave a comment

Key Terms:

Libel – Printed Falsehood

Slander – Oral Falsehood

Defamation – both oral and written falsehoods.

Fair Comment Privilege – You can state your opinion even if facts are wrong as long as you don’t do it with malicious intent.

Public Domain – After a certain time all material becomes public domain.

Copyright – Material that cannot be redistributed without the author’s permission.

Plagiarism – Copying written works without crediting the author.

Basically get permission for everything you do and you won’t get into legal troubles.  ‘Nuff said.

Taken From:

PR Book

Categories: Chapter Notes