Chapter Notes From Our PR Writing Readings Thus Far :)
Chapter 1: Getting Organized For Writing
- PR has four components – research, planning, communication, evaluation
- The knowledge of writing is an extremely vital skill in PR practice (along with four others: the knowledge and understanding of PR in general, the awareness of current events, true knowledge of the client, and the knowledge of the management principles and policies)
- The AP Stylebook and Briefing on Media Law is the most widely used guide for writing in the communications/journalism fields.
- Successful writing in PR entails precise examination of the target audience!
- It is very important to stay updated with the field via reading blogs of PR practitoners and subscribing to PR publications (i.e. PRWeek).
Chapter 2: Becoming a Persuasive Writer
- Four elements in communication – sender, message, channel, receiver
- Sender – where the message comes from (i.e. a news writer)
- Message – the information sent to the receiver from the sender (i.e. newspaper articles)
- Channel – the medium used as the message vehicle (i.e. the actual newspaper)
- Receiver – the person or people who receive the message (i.e. the personwho reads the newspaper)
- Theory 1: Media Uses & Gratification – the receivers of a message are interactive and not passive and they take media and use it however they want, whether it is to satisfy needs for education, entertainment, etc.
- Theory 2: Cognitive Dissonance – message receivers are less likely to believe something that goes against their current values/standpoint
- Theory 3: Framing – people naturally rely on stereotypes to understand or “frame” situations
- Theory 4: Diffusion and Adoption – method of adapting new ideas consists of five basic steps (becoming aware of the new idea, becoming interested enough in it to want to learn more about it, trying the idea out, evaluating if idea works for them, and then deciding to use the idea or not to
- Theory 5: Hierarchy of Needs – according to Abraham H. Maslow came up with five levels of basic human needs (physiological needs such as food, oxygen, health care; safety and protection needs; social needs like friendships and relationships; ego needs including confidence, self-image, and self-respect; and self-actualization needs like “broadening your horizon”)
- To be a persuasive writer: analyze your target audience, use credible sources in addition to being a credible source, be appealing and interesting, write clearly and accurately using correct grammar, spelling, and punctuation, develop your brand, be motivating and influential, stir up some heat with drama, use stats to support your facts (people love numbers), use surveys or polls to allow your audience to express themselves.