media relations sep 12
TRANSCRIPT
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Journalism 370
September 12, 2011
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Why are we talking about business wri=ng in media rela=ons class?
• Public Rela=ons is about telling stories that preserve or improve brands.
• The beFer a brand, the more likely is survives. • A surviving brand means you s=ll have a job.
Good business wri-ng helps you eliminate clu7er, workplace drama and
other annoyances that prevent you from doing the PR work you want to do.
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Wri=ng Basics Before You Ever Start Typing
• You will write internal copy for two groups. – Client statement of work. – Memo to bosses and coworkers.
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Wri=ng Basics: Before You Ever Start Typing
• Research the client • Research the client’s compe=tors • Research your company • Research your company’s compe=tors • Research the target audience • Context MaFers!!
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Wri=ng Basics Before You Ever Start Typing
• Outline the purpose – What outcome to you want? • Inform • Entertain • Persuade
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Wri=ng Basics Before You Ever Start Typing
• Outline The Purpose – Who is the specific target audience? – What concerns or needs does the audience have? – What communica=on channel will you use? – Who is the best source of this informa=on?
• CEO • PR Person • Human Resources
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The Main Theme of Good Wri=ng (Yes, remember this for the final)
• The key to good wri=ng is brevity. • Be concise and thorough.
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Universal Truths to Achieve That Theme
• Commitment Statement – How can you explain everything you are talking about in one sentence?
– That sentence should have emo=onal impact. – Everything you write needs to revolve around that commitment statement.
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Universal Truths to Achieve That Theme
• SVO Wri=ng – Subject – Verb – Object
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Universal Truths to Achieve That Theme
• Avoid passive voice at all costs • Passive voice is confusing. • Passive voice is cumbersome. • Passive voice is not conversa=onal.
Passive voice wri-ng will hurt your grade.
Don’t use it.
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What is passive voice?
• The man was biFen by the dog. The dog bit the man
SVO wri=ng shortens your sentences. SVO wri=ng is more clear. SVO wri=ng is beFer.
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Universal Truths to Achieve That Theme
• Every word should have a purpose. • Write your copy • Diet Coke break • Review your copy • Read it aloud
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Laundry List of Wri=ng Tips I Hope You Know By Now
• Do use ac=ve voice verbs create immediacy. Use them.
• Don’t use jargon. It’s confusing. • Do vary sentence structure and length. • Don’t overly hype something. • Do think about tone.
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Ways To Clarify Wri=ng
• Example – We all played show and tell in elementary school.
• Defini=on – If you use a complex term, assume people don’t know what it means
• Comparison – We know about apples to apples
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Ways To Clarify Wri=ng
• Restatement – Tell them what you’re going to tell them. – Tell them. – Tell them what you told them.
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Let’s Talk Wri=ng
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Statement of Work
• Defines your work to the client. • Overview • Objec=ves • Audience • Tone • Deliverable Product • How many copies of said product? • Timeline to create those deliverables.
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Your Statement of Work
• Offers scope and scale – In this case, your client can use the work as they see fit.
– Some choose to use the releases. – Others never touch them. – None of the material you produce this quarter will be published without the client’s wriFen permission.
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Your Statement of Work
• Offers scope and scale – What are the campaign’s objec=ves? – How will you translate to them the work you’re doing? • Chances are, many people you work with have never heard of a media kit. • Chances are, many people you work with are terrified of social media. • Help clarify what you’re doing and why it maFers and how it will help.
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Memo Format
• Bosses gloss over stuff. • You need to keep them updated on client progress.
• Memos make that happen. • They also cover you when something goes wrong.
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Memo Format The Beginning
• Why are you wri=ng? – Men=on this in the subject line – Men=on this in the first or second sentence – Be nice
Tell Them What You’re Going To Tell Them
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Memo Format The Middle
• All those slides I just went over….use them. – Bullet Points – Outline – Vary Copy – Visual Aids
Tell Them
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Memo Format The End
• What is the next step? • When will that step be delivered? • Be nice.
Tell Them What You Told Them
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What’s Next?
• September 19:
Memo to me about your client: This will be graded as an in class assignment. First Reading Memo on Wilcox chapters: This is a graded assignment.
• September 21: Statement of Work: This is a graded assignment.
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What’s Now?
• In class wri=ng assignment. • You’re the PIO for the local police department that is handling this inves=ga=on. Write a release with the informa=on you have on the piece of paper I’m handing out.
• Feel free to look back at my wri=ng notes from today.