Reading notes Chaps 10-16

Chapter 10 Reading Notes

  • Media directories, whether print, CD-ROM, or inline, are essential tools for compiling media lists and distributing information


  • Media lists and e-mail addresses must be updated/ revised on a regular basis!


  • Mailing labels must be accurate; they should be very specific


  • E-mail is now a popular way of communicating with reporters and editors about possible story ideas


  • Online newsrooms, have become the primary source for journalists seeking late-breaking news and other information about an organization


  • Keywords are important for search engine optimization


Chapter 11 Reading Notes

  • Journalists depend on public relations sources for receiving most of their information


  • Gimmicks are not well received by reporters and editors


  • Spokespersons for an organization should prepare carefully for media interviews


  • Press tours, often called junkets, should be used only if there is a legitimate news story or angle


  • A meeting with a publication’s editorial board is a good way to establish rapport and long-term relationships


  • When conducting effective media relations be accurate, truthful, and provide outstanding service


Chapter 12 Reading Notes

  • The worldwide adoption of the Internet and the World Wide Web has taken less time than the adoption of any other mass medium in history


  • PR practitioners  are heavy users of the Internet and the Web


  • The new media, including the Web, has unique characteristics. 1) easy updating of material 2) instant distribution of information 3) an infinite amount of space for information 4) the ability to interact with the audience


  • Written material for the Web should be short, and in digestible chunks. 2-3 paragraphs is ideal for news items


  • There are 3 kinds of blogs. They are: corporate, employee, and third-party


  • The second generation of the Internet is called web 2.0


  • RSS stands for Real Simple Syndication, and this allows organizations to monitor blogs and other websites that may mention the organization’s products or services


  • Myspace and Facebook are the most popular social networking sites


Chapter 13 Reading Notes

  • Printed materials, such as newsletters, magazines, and brochures, are still important communication channels in the Internet age


  • 2 strengths of print publications are that they can feature in-depth stories and they can reflect the “face” of the organization. They are also portable and have an extended shelf life


  • Every publication should have an overall mission statement.


  • The newsletter is the most common organizational publication, and magazines are usually the most expensive publication


  • Headlines should be written in active voice and provide key messages


  • Writing and designing a brochure requires you to know its purpose, the target audience, and the most cost-effective format


  • Write brochures in simple sentences, informative headlines, short paragraphs, and liberal use of subheads


  • Prepare a dummy or mock layout of the brochure before you begin writing


  • Offset lithography is the most versatile and popular form of printing today


Chapter 14 Reading Notes

  • Keep messages simple, short, and to the point. Limit messages to only those who are in your key audience


  • E-mail is rapid and cost efficient


  • E-mail is less formal than a letter, but more formal than a telephone call


  • Memos should be one page or less and state the key message immediately


  • A memo has 5 components: (1)date (2) to (3) from (4) subject (5) message


  • Proposals must follow a logical, well-organized format


Chapter 15 Reading Notes

  • Writing and giving speeches are outstanding public relations opportunities for organizations to increase their visibility and reach key publics


  • Speechwriting requires clear objectives, effective organization of relevant key messages, knowledge of the audience, and a close working relationship with the person who will be giving the speech


  • A speech is a powerful communication tool. It must be prepared for listeners, not readers!


  • Nonverbal communication is very important in a speech


  • 20 minutes is the recommended time for a speech, so it would be about 10 pages double-spaced


  • Speeches should have 1 -3 key messages


  • Audiovisuals dramatically increase the ability of audiences to retain and understand information


Chapter 16 Reading Notes

  • Direct mail can be an effective public relations tool to inform, educate, and motivate individuals
  • Three major advantages of direct mail are 1) ability to reach specific audiences 2) personalization of message, and 3) cost


  • The direct mail package has 5 components: 1) envelope 2) letter 3) brochure 4) reply card, and 5) return envelope


  • Direct mail envelopes attract more attention if they use commemorative stamps instead of metered postage


  • The headline and first paragraph, as well as the postscript, get read the most in a direct mail letter


  • Advertising can be a useful tool in a public relations program


  • Major advantages of advertising are:  1) ability to reach specified audiences, 2) control of the message 3) frequency of the message and 4) control of the timing and context


  • There are 5 kinds of public relations advertising: 1) image building 2) financial 3) public service 4) advocacy/ issues and 5) announcements


source: Public Relations Writing and Media Techniques sixth edition by: Dennis L. Wilcox


~ by necottom on April 18, 2010.

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