PUBLIC RELATIONS WRITING (PowerPoint) by yaoyufang

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PUBLIC RELATIONS WRITING

            MEDIA KITS
         DIGITAL MEDIA
        NEWS RELEASES
          SOCIAL MEDIA
                 BLOGS
       BACKGROUNDERS
               TWITTER
             FACEBOOK
                 FLICKR
              YOUTUBE
              WEBSITES
                 EMAIL
            GLASSDOOR
              LINKEDIN
                  UHCL
                   Publications

 Newsletters

 Magazines

 Brochures

 Flyers

 Annual reports
       Begin with three questions

 What is the audience?

 What is the information or message to convey?

 What is the image we want to project?
                        Editorial calendar

 When will you publish?
    weekly, monthly, quarterly or yearly

 Regular meetings to brainstorm topics for issues

 Deadlines for copy submission, review, revision,
   production
                                 Writing style

 Journalistic, but more conversational
    Short sentences and paragraphs
    Active voice
    Strong verbs, avoid excessive adverbs and adjectives
    Inverted pyramid style
                                    Headlines

 Communicates the essence of the story

 Always includes a subject and a verb

 SEO considerations
                                  SEO and headlines
   Fiber Truths
    Keywords: foods (11,100,000), fiber (4,090,000), cancer
    Web headline: Eat Fiber, Fight Cancer
    Email headline: Fiber: Food for Thought

   Fiber Recipes
    Keywords: recipe (55,600,000), recipes (37,200,000), fiber (4,090,000), almonds
    (450,000), bananas (9,140,000)
    Web headline: Fiber – ful Bites! Quick & Easy Recipes
    Email headline: Fiber-ful Recipes
    Colorectal Headlines
    Keywords: doctor (13,600,000), colon (5 million), colon cancer (450,000), aspirin (1
    million), colonoscopy (450,000), cancer
    Web headline: Colon Cancer Headlines: Doctor “Nose” Best
    Email headline: News Breakdown

   Colonoscopy Access
    Keywords: prevention (2,240,000), health insurance (3,350,000), health services
    (823,000), costs (3,350,000), colonoscopy
    Web headline: Health Services to Cut Colonoscopy Costs
    Email headline: We’ve Got You Covered
                               Taking photos

 Take horizontal and vertical

 Use appropriate resolution

 Use color (so you can use for web)

 Go for action; no grip and grins

 Use photo releases

 Get the info
            Don’t take art from Web

 Copyright violation

 Low resolution
                           Writing cutlines

 Provide enough facts to help readers make
   associations with previous events or with what is
   going on outside the frame.

 Photos describing moment belong in present tense.

 Do not describe what is obvious in the picture.
                                         Cutline examples

Poor:
University of Kentucky fans cheer
players with signs and pompoms.

Better:
University of Kentucky basketball fans
wait for the men's basketball team to
arrive in the lobby of the Hilton Post
Oak Wednesday, March 30, 2011, in
Houston. The University of Kentucky
is playing the University of
Connecticut Saturday in the NCAA
Men's Basketball Tournament
National Semi Final.
                                     Photo ids

 Persons depicted prominently should be identified.

 Never use a phrase like “pictured above,” “shown
   above.”

 Every mug needs a cutline.

 Include ages for children.
                                         Layout

 Cover
    Logo, volume number, issue number, date & banner
    Major stories

 Inside pages
    Recurring features, jumps and masthead

 Back page
    Calendar and mailing info
             Layout – photos & cutlines

 Proper order: Photo, cutline,
   headline, text

 Heads and cutlines use
   different type

 Spreads need dominant photo

 Action never runs off the page
            Layout – fonts and color

 Never more than three fonts

 Avoid script and pastels unless you want it to look
   girly
                                      Brochures

 A sales and marketing tool

 Needs to be directed to a specific audience

 Needs to identify who you are and why you’re
   special

 Needs to include a call to action

 Needs to have some shelf life
                                            Brochures

 Give the customer a reason to keep the brochure
       Useful info
          E.g. a cooking school might include a conversion chart or
            recipe
          A performing arts center might include a calendar of
            events for the year

								
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