1. Public Relations Writing
Change in profession, used to be for aging journalists, being sent out to pasture, once you left, you were tainted. Now students go straight into profession. Also Also a revolving door. PR people known as flacks. Good PR people and bad PR people. Good PR helpful, understand a journalists needs. Share commitment to ethics and the truth. Bad PR people see journalists as the enemy, just want them to write what we say.
Comm Professor Roberts

2. Strategic Communications
Key Questions to ASK:
What is the primary message?
What are the sub-messages?
Who is your target audience?
How does this fit into your larger communication goals?

3. Strategic Communications
BASIC CONCEPTS:
Be clear, convincing and credible.
Analyze, anticipate and adapt to your audience.
Results-driven. What do you want to achieve.
Frame the issue.

4. Strategic Communications
FRAMING:
Framing is a way of structuring or presenting a problem or an issue. Framing involves explaining and describing the context of the problem to gain the most support from your audience. Your audience is key to framing. The way a problem is posed, or framed, should reflect the attitudes and beliefs of your audience.
-- KU Community Toolbox

5. Strategic Communications
FRAMING:
Frames are storylines that set a thought in motion, communicating why an issue might be a problem, who or what might be responsible for it, and what should be done about it.
-- Professor Lawrence

6. Strategic Communications
WHO USEs fRAMES:
JOURNALISTS: Good story lines, news you can use
POLICYMAKERS: Define issue to build consensus
EXPERTS: Simplify subject to make it understandable
AUDIENCES: Know how to discuss an issue

7. Strategic Communications
REFRAMING:
Recasting an issue to change the narrative, redirect the debate, and obtain a favorable outcome.

8. Strategic Communications
REFRAMING:
Marijuana -> Cannabis
Global Warming -> Climate Change
Estate Tax -> Death Tax
Health Care Reform -> Obamacare

9. Persuasive Writing Emphasizes: Drama Humanization
Statistics, Surveys & Polls
Personal Examples
Testimonials & Third-Party Endorsements

10. Persuasive Writing OPINION STATEMENTs:
STATEMENTS OF FACT: Something is or is not true.
STATEMENTS OF VALUE: Something does or does not have worth.
STATEMENTS OF POLICY: Something should be or should not be done.

11. Persuasive Writing PRESENT Evidence: STATISTICS: polls, surveys, data
EXPERT OPINION: doctors, researchers, experts in the fields
EXPERIENCE: an anecdote of how this affected someone (or you).
COMPARISONS: making your argument understandable by comparing it to something the reader might have experienced.

12. Opinion Pieces
OP-ED:
Opposite the editorial page or opinion editorials
Opinion article not written by a publication or columnist
Usually associated with a newsmaker or expert
Usually on a topical and newsworthy Issue

13. Opinion Pieces LETTER TO the EDITOR:
Response to an article, editorial, column or op-ed
Generally short in length
From general public, experts, officials
Longer responses can be presented as op-ed

14. Organizing an Opinion Piece
Start with a statement of opinion about a current topic.
Offer strongest point first, backed up with clear evidence
Provide at least three points defending your argument
Provide one paragraph acknowledging the other side, and rebut it.
End with a strong conclusion, reiterating your first sentence and how you have proven it with your evidence.

15. Organizing an Opinion Piece

16. Talking Points
An internal product to keep spokespeople, principals, and others who may interact with the media on topic and on message.
Used for interview prep, background, and general messaging guidance.

17. Talking Points Best Practices: Keep concise and conversational
Order in importance or by topic
Anticipate questions and arguments
Avoid attempts at humor, clever phrases
Sound authentic and believable

18. Public Service Announcements
A broadcasted message, disseminated free of charge by a media outlet, to raise awareness, offer assistance or change attitudes about an issue.

19. Public Service Annoucnemnts
Best Practices:
Directly engage your audience
Grab attention. Good idea to start with a question.
Use vivid, descriptive, active language.
Provide a specific action (make a call, visit a site, etc.)
Read your copy aloud!!