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Public Relations Writing Primciples in Practice second edition. Donald Treadwell and Jill B. Tradwell. 2005

CH 16: High-Profile Project

As a public relations practitioner there are many duties that are included in the job title.  Being a public relations student I realize that it will be my job in the future to maintain relationships within the company I work for and my clients.  One of the task that one may have to do to further a relationship is managing a special event. Planning an event is very time-consuming and calls for lots of organization. Some of the high-profile events include annual reports,special events, and trade shows.

Photo Credit: SpokaneFocus via Compfight cc

Photo Credit: SpokaneFocus via Compfight cc

Annual reports are usually a yearly report that gives a run down of the organizations activities, and shows the financial state of the company.  Many annual reports are very important to companies and are mandatory.  In an annual report there are two parts that are needed one being narrative documentation and one being a financial report. Non-profit organizations put a lot of weight into their annual reports. The reason is because non-profit organizations want to show where the money went for that year and they want to continue to earn donations.

Many companies will ask a public relations practitioner to plan a special event for them.  There are many reasons that  special events occurs for, an example would be a retirement celebration, anniversaries, or the launch of a new product. Many times when one is planning a special events there plenty of times to plan the event.  The thing that public relations practitioners have to plan for is the unexpected.  For example a client wanting to change the theme or change the whole event in general. When planning a special event it is important to try to reuse and reword different of pieces of work.  A news release can be written into a feature and just needs some twitching.  This will save you time in the long run and will help with organization as well.

Trade shows are usually used to roll out a new product or something of that sort that a company wants to feature. Many times a trade show is used for exposure but planning this exposure is time-consuming. Many times when a trade show is being planned there is a specific theme that one follows.

 

 

CH 6: Legal Influences

As a public relations students one thing that I always worry about is the legal actions that can be taken against a writer.  I would like to be able to take a class that specifically informed me about all the laws and what to look out for. One day when I’m in my profession I don’t want to be side swept with a legal issue.

Photo Credit: Saad.Akhtar via Compfight cc

Photo Credit: Saad.Akhtar via Compfight cc

In chapter 6, we learn bits and pieces about different legal constraints. One example the book gives is the Nike vs Kasky court case. The issue dealt with  Nike and the overseas employment practices.  The one quote that I will take away the most from this chapter in the book is, ” It is better to check before you cross the one than to be sorry later.  This quote just goes to show you that you need to be knowledgeable about what the laws are and how you need to make sure you are not crossing this very thin line.

The issue public relations practitioners have when it comes to legal issues is usually ownership and gaining access to information.  I personally know that this is issue because when I add photos to my blog I can only use certain websites. I do not want to use other people’s work so in order for me to not have to deal with any legal actions I use  images from compfight.com or I upload my own images I’ve taken.

Every little thing you do or that you use that is someone else’s can cause you to deal with a legal issue, so knowing the laws and practicing the laws will help ensure that you do not have any legal issues in the future.

Ch 13: The Multipurpose Medium

This chapter refers to the use of the world web through public relation practitioners. As the book states there are three main uses of the web for public relation practitioners; communication with the companies public, research and individual development.

As a pr practitioner it is important to communicate with the organizations public for many reasons.  Communicating with the organizations public gives the public sense of a relationship, and most important the public is given information about the organization.  Research is just as important as communicating with the companies public.  Research leads to tracking the opinions of the public, research what the competitors are doing, and deterring who your audience is.  Last but not least the web is used for individual development in the public relations industry. Using the web as an extension of your self allows you to expand your networking relationships, be active in webinars, and to stay up to date on you new technological advances that benefits the public relations industry.

Photo Credit: One Way Stock via Compfight cc

Photo Credit: One Way Stock via Compfight cc

We can all think of many reasons of how we use the web in our day-to-day life.  I would assume most of us have recently realized and utilized a lot of the techniques this chapter discusses.  I know that I personally am trying to build up my personal LinkedIn page so that I can expand my networking relationships.  I find that more and more people are stressing the importance of being on LinkdIn because it is a heavily used social media tool when looking for jobs and getting a job.  In today’s society especially in the public relations industry it is important to network with others and build up those relationships.

There are pros and cons to using the web as a public relations medium.  It is our duty as a pr practitioner to utilize the web and to use the internet when it suits best.

Always remember that your personal social media sites are an extension of who you are.

 

Ch 12: When the News Isn’t Good

Chapter 12 discusses what to do when you are writing during a time of crisis. The book considers a crisis to be a surprise and a threat to an organization. When it comes to dealing with a crisis within an organization a public relations writer must act fast but make sure they are being accurate and addressing the issue that is at stake. The public relations writer will play a significant role when it comes to dealing with the crisis and trying to handle the situation.

Photo Credit: spinster cardigan via Compfight cc

Photo Credit: spinster cardigan via Compfight cc

Crises can include many issues such as political, and environmental. Just because a crisis is identified and is being taken care of the individual or organization involved can have back lashes from the crisis for some time.  When dealing with a crisis ,once again like in many other situations  your audience is of essence.  Timing is also very important because you need to have a strategic plan in place and when you will be giving more information out to your public.  One of the main goals when dealing with a crisis besides stopping the crisis at hand is trying to change the publics mind about the crisis.

Being in the public relations industry being creative is a good quality to maintain.  I think that having creativity will help you when dealing with a crisis.  You need to think of the best way to approach the crisis  and what you will do to make this situation better than what it is.

Crises are becoming more of a problem because of all of the technological aspects that emplaced in todays society.  Many organizations now are taking the initiative to plan for when a crisis may occur and how to deal with a crisis when one happens.  It is essential that a crisis plan is created and is used when needed.

Chapter 8: From Principles To Planning To Practice

Chapter eight covers a lot of material dealing with how to write more professionally.  In today’s society many people have a harder time writing in a professional manner. We can blame these struggles I believe on technological advances.

Many people, now more than ever are using abbreviated forms of words.  I know that I personally do this when I’m texting, and searching the web which is basically all the time.  Some of the most common words I like to abbreviate is your, and because.  As I was reading this chapter I thought to my self that I’m not doing my self any good-by abbreviating words.  Now that I am more aware of when I abbreviate words I’m trying my best to write out the entire word. By implementing this change into my life I can only see that I will benefit my self and write more professionally in the long run. 2297329260_f165d108e4_m

I found this chapter to be very helpful.  Being a public relations writers  we need to be as professional as we can be when it comes to writing material for our clients.  Our clients are paying us for our expertise and we need to communicate to our clients public in a professional manner.  Once again as pr writers we need to keep in mind who our audience.  If we are writing a piece of work for a younger audience it maybe okay to get away with using abbreviations.  It all depends who we are writing for and taking our clients thoughts into consideration.

One of my own personal goals that I set for myself is to be professional in all that I do and I believe this chapter has helped me achieve my goal.

 

 

Ch 11: Lets Hear It

As  a PR specialist I found this chapter to be very beneficial and it coincides with my minor of mass communications.  I feel like since I have taken mass communications classes I will have an easier time when writing for broadcast. When most people think about public relations they only think about the writing portion but vocal communication is just as important. With the increase in technology ,and individuals taking full advantage of broadcast, scripts, and speeches, chapter 11 focuses on how we can help our audience understand the message in an easier and more technical manner.

Photo Credit: CarbonNYC via Compfight cc

Photo Credit: CarbonNYC via Compfight cc

This chapter has a lot of information that can be very beneficial to PR specialist.  This chapter gives an overview of how to write for broadcast, scripts, and speeches.  Each of these three media styles require different technical aspects that we must follow and use.

When writing a piece that will  be broadcasted, scripted, or spoke one must be very concise in their writing.  When writing for a specific medium time is a major factor.  So keeping things straight and to the point is important.  Just like in writing for print media it is important to capture your audience in vocal media as well.  You may only have a thirty-second time slot on the air, so the audience needs to be captivated fast and kept interested in the news.

When it comes to delivering a broadcast, script, or speech it is important to choose all the right elements to focus on.  It is our job as a PR  practitioner’s to pick what elements are the most important  for the public to be aware of. We need to give our audience the most beneficial, timely and relevant news possible. We have learned many of these aspects before about writing for the media but now we must perfect this different type of writing to benefit ourselves in our future careers.

Ch 14: Persuasion for Mass Action

In this chapter the book focuses on how we can persuade our audience through a mass action.  We are capable of persuading our public in many different ways such as image ads, campaigns, and advocacy ads.  Two major things that we as pr practitioners need to keep in mind is who is are public  and how can we motivate them.  If were persuading a public we need to cater to that public and persuade them in a way that will be most productive.

Not only is motivating your audience important but so is being able to appeal to your audience. As the book states, there are a few things that an audience may find to be more appealing.  For example, people are appealed to topics that are new, close to home, relevant, and unusual or bizarre or that deal with human interest. We as people are interested in things that are relevant to us individually.

Photo Credit: <a href="http://www.flickr.com/photos/42931449@N07/5217748702/">photosteve101</a> via <a href="http://compfight.com">Compfight</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>

Photo Credit: photosteve101 via Compfight cc

When developing a persuasive message we need to keep in mind that we need to appeal to ethos,pathos and logos.  I’m sure we have all heard of each of these  but the following is a little review.  Ethos is how credible some thing is, logos is the appealing of logic, and pathos is appealing to emotion.

One way to appeal to a public is by using a celebrity source.  Using an outside spokesperson has the ability to draw in a large number of people and many people you may have not reached with out that spokesperson.

As one goes about the process of persuading a public with a mass action one needs to keep in mind if they are being ethical.  Persuading people sometimes can lead to not always giving valid information but as pr people in the industry its our job to keep the ethics in place.