Chapter 1' Preparing for Writing

1
Chapter 1. Preparing for Writing

• Four components of PR
• Public Relations Roles
• What Is Strategic Writing?
• Journalists vs. PR Writers

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Four core components of PR

• Research
• Planning
• Communication Writing is part of the
  communication component
• Evaluation
• Writing is only one component

3
Public Relations Roles

• Research by Dr. Broom Dozier
• The expert prescriber consultants to top
  management for strategic planning
• The COMM facilitator the liaison between the
  organization and its public
• The problem-solving facilitator works with
  management to solve current problems in a
  process-oriented way
• The COMM technician practitioners who provide
  technical services
• -gt Managers vs. technicians

4
What is strategic writing?

• Exercise
• strategic?
• effective?
• goals?
• strategies?
• tactics?

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What is strategic writing?

• Strategic?
• Strategy (word) comes to English from Greek
  Strategos means military leader or general
• As a strategic writer, you are like a general
• With each document, you direct your words and
  ideas on a specific goal
• Effective?

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What is strategic writing?

• Goals? Goals are broad and abstract and cannot be
  tested directly
• Ex) Make women b/ the ages of 18 to 30 aware of a
  new cosmetic on the market
• Strategies? Plans of action. Strategies are
  derived from goals.
• Ex) Use multiple media outlets to reach the women
• Tactics? Things you do
• Ex) Writing and placement of feature articles and
  new product reviews in appropriate womens
  magazines
• Ex) The placement of a celebrity spokesperson on
  a particular television show that reaches women
  in the target audience
• PR writers are responsible for implementing the
  tactics of a campaign or program

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What is strategic writing?

• How does this help the organization achieve its
  goals?
• Be familiar with business goals
• Examples?
• Values statement mission of the organization
• Newsletter writing Business goals?
• Direct mail What is the purpose?

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What is strategic writing?

• Ultimately trying to communicate a message and
  fulfill the goal of the organization, whether
  non-profit or profit
• Must understand strategic writing to be effective
  for an organization

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The importance of good writing

• Strategic writing involves delivering
  goal-oriented messages messages that are on
  strategy
• Strategic writing also involves carefully crafted
  sentences

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Five basic skills in PR

• Knowledge of COMM, particularly writing skills
• Knowledge of PR strategic management of COMM/
  relationships between an organization and its
  publics
• Knowledge of Current Events
• Knowledge of Business
• Knowledge of Management

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Journalists vs. PR writers

• PR writers
• 1. Provide information on behalf of clients
  (advocacy)
• 2. Write for numerous and radically different
  audiences employees, customers etc.
• 3. Use many channels

• Journalists
• 1. Present information in an objective manner
  (objectivity)
• 2. Write for one audience readers, listeners
  etc.
• -gt called mass media
• 3. Reach their audiences through one channel

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In-class activity 1 (20 points)Identifying Key
Publics

• Choose any organization in SJSU. And identify key
  publics of the organization. Develop
  communication plans with the identified publics.
• Ex) customers (students), shareholders,
  activists, media, employees