Chapter Fourteen: Writing E-mails, Memos, and Proposals

• Memos should be one page or less and should always include the date, subject, and message
• Proposals must follow a logical pattern, they are a big part of how PR professionals get new clients
• Email is fast and cost effective but it cannot be a substitute for personal contact
• A position paper gives the organizations perspective on a particular trend or industry
• Although email is less formal than a letter you should still pay attention to spelling and grammar
• Business letters should be well organized, concise, to the point

Source: Public Relations Writing and Media Techniques

Chapter Twelve: Tapping the Web and New Media

• Writing for the web requires non linear organization and topics should not be written in a long, linear narrative
• Promoting a website can be done by print and internet advertising, email, hyperlinks, and posting the URL on the company’s printed materials
• Blogs are the most popular uses in social media.
• Organizations are starting to have an increased presence on social networking sites such as the most popular ones, facebook and MySpace
• Virtual worlds such as second life are also a big part of social media
• Podcasts are also gaining popularity, they can be broadcast in audio or video

Source: Public Relations and Media Techniques

Chapter Eleven: Getting Along with Journalist

• Journalist and PR Professionals both depend on each other to get their jobs done
• Journalists do not put much stock in gimmicks and trinket gifts. It does not make them pay more attention to your news release
• A public relations professional’s credibility can be damaged with hype or flack. Try to keep these characteristics out of your press releases
• Spokespersons for an organization should have media training and prepare carefully for media interviews
• If you find yourself with the need to set the record straight it is important to start with the journalist that wrote the story

Source: Public Relations Writing and Media Techniques

Chapter Ten: Distributing News to the Media

• Media directories are important tools for compiling media lists and distributing information. They should be updated often
• Publicist use editorial calendars to find out what special editions are being planned for the year
• Online newsrooms are currently the primary news source for journalist seeking late breaking information
• Electronic news wires are popular for distributing news releases to internet search engines and social networking sites
• Even with new technology, snail mail is still commonly used to distribute publicity materials

Source: Public Relations Writing and Media Techniques

Chapter Nine: Writing for Radio and Television

• Unlike press releases, radio releases must be written in conversational tones and concise writing
• Radio media tours can be a cost effective way to reach  many stations and many audiences
• Audio news releases include sound bites, music, and sound effects
• Talk shows can present many opportunities to reach mass specialized audiences
• Video news releases are more expensive to produce and require professional preparation and high technical quality

Source: Public Relations Writing and Media Techniques

Chapter Eight: Selecting Publicity Photos and Graphics

• Charts, diagrams, and maps should be simple, colorful, and uncluttered. This will help to grab and keep the reader’s attention
• It is important to remember never to send an attachment to a editor or reporter unless asked
• Publicity photos should be sharp, clear, and high contrast
• Action photos and informal photos are more interesting and appealing to journalist
• a PR person should choose a photographer based on their specialty, some specialize in portraits others in publicity photos

Source: Public Relations Writing and Media Techniques

Chapter Seven: Creating News Features and Op-Ed

• A feature story should have certain components. Features should use extensive quotes, descriptive words, and concrete examples
• A good feature writer should be curious, asks allot of questions, and be able to see the possibility for development of a feature story
• Feature writing requires intuition, image making, and conceptual thinking
• Letters to the editor are usually written to inform, comment on, or rebut a previous article
• Op-ed pieces are written to portray a company and its executives as thought leaders on a particular subject or issue

Source: Public Relations Writing and Media Techniques

Chapter Six: Preparing Fact Sheets, Advisories, Media Kits, and Pitches

• Pitches to editors must be brief, raise interest, and come immediately to the point
• Electronic press kits are usually in CD format and online
• Media advisories are also called media alerts and they  tell assignments editors about an upcoming event
• Media kits are packages of materials that can include press releases, pictures, feature stories and fact sheets
• Fact sheets are a brief outline of an event, product, or organization. They supply information for journalist and editors

Source: Public Relations Writing and Media Techniques

Chapter Five: Writing the News Release

• There are so many news releases given to the media every day that to make your stand out it must be newsworthy, timely, and well written
• The multimedia news release is often used for new product launches and major events
• An important thing to remember is to avoid puffery in your news releases, it will make your writing more credible
• News releases should appeal to journalist and their editors not necessarily the client or employer
• Only  list knowledgeable contacts on a news release, they should also be highly accessible to reporters who may call for more information

Source: Public Relations Writing and Media Techniques

Chapter Four: Finding and Making News

• Publicity is a major part of the public relations field, it can be very helpful in achieving your organizations goals
• Some basic news values to understand are timeliness, prominence, proximity, significance, and human interest
• Requirements for generating publicity are problem solving skills and creativity
• There are many tactics for generating news such as contest, polls and surveys, top 10 lists, and awards
• PR Professionals should keep an eye on news and events that could affect their clients.

Source: Public Relations Writing and Media Techniques