2 What is public relations? Telling your story to the publicEducationInformationIntegrated communications toolPublic relations is a values-driven management of relationship between an organization and the publics that can affect its success.Mostly it is writing well
3 A point of view with a twist Persuade audiences to hold a particular view about your company and/or its productsPut the organization and/or product in the best possible lightPut the organization and/or product into the desired position in the marketplaceCREDIBILITY!!!!!!!
5 What you may write News releases Letters Speeches Backgrounders Online copyMagazine articlesPitch lettersPowerPoint presentationsMedia tour presentationsMedia kitsBannersContact sheetsNewslettersAnnual report lettersAward announcementsAward speechesAdvertorialsLetters to the editormessagesPublic relations plansStrategic communication plansInvitationsTestimonialsBiographies
6 What else you may write Apology letters Statements to the media Crisis eventsSurprise announcementsCrisis management plans
8 Public relations audiences The AudiencePR message and channel are defined by your relationship with your audience and the messageMedia outletsSub-groups within the general populationInternal or external audience
9 PR writing basics Media Print – complicated messages Fit messageFit audienceMultiple “touches” with audiencePrint – complicated messagesRadio – short topicsInternet – detail
10 The news release “Bread and butter” of public relations Still a basic news storyCompany name in 2nd paragraphBoilerplate at the endContact informationHeadline
11 News release format Letterhead Contact informationHeadlineDatelineStandard news formatDouble spaceIndent paragraphs“more” and “30”
12 News release format Boilerplate paragraph at the end Founded in 1959, Sea Ray is the world’s largest manufacturer of superior quality pleasure boats headquartered in Knoxville, Tenn. With more than 50 different models ranging from 18 to 68 feet, Sea Ray makes a boat for every need. Each is built with a unique Sea Ray commitment to quality, craftsmanship and excellence throughout.
14 Basic news release types Media packets and related materialsNew productNew serviceLocalize (fill-in-the-blanks)
15 Media kit Why do a media kit? Distribution Event Program Promotion At the eventMailBy request
16 Media kit Includes: News release(s) on event, product(s) Photos (on disk or CD) of key materialsContact information sheetBusiness cardBios of key personnelBackgroundersTestimonials
17 News release packets Set of news releases on a given topic or event Newspapers may sell ads around itDesigned for smaller media outlets to use as a seriesProgram or project information
18 News packets Photos Graphics Event or program specific Product shots GenericRoyalty-free artGraphicsIllustrates program or productLogos
19 News packets Cover letter Business card for follow up Web site for more informationPhotos and artwork available electronically
20 Public relations nuts and bolts Strategy defines a public relations planComponents of that plan determined with clientsMaterials are drafted and produced as “mock ups”Client has say on visual and written contentFinal version goes through “legal”Produced and distributedFollow-up on results
21 Mall of America Problem? Solution? Information distribution News releasesQ&AsFact SheetsAds
22 Writing Ag advertising General advertisingKnow thy audience!!!DemographicsPsychographicsMedia use habitsLevel of involvement with the productHighly involved?Need other influences?
23 Writing Ag advertisements Best channel for the audience and the messageCreate word pictures in the readers/listeners mindTouch, feel, commonality with the overall communications