Peace Love & Sillyness

Archive for April 2009

As the semester is coming to an end, my Intro to PR professor Barbara Nixon asked us to post the top 10 things we learned in our class. Although it was hard to only have 10 on there, I finally chose the most important things to share with everyone. They are provided in the slideshow below:

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Here are my Chapter 9 notes for my Intro to PR class, these notes come from our book we have been using for the semester Public Relations: Strategies and Tactics

Public Opinion = the sum of individual opinions on an issue affecting those individuals; a collection of views held by persons interested in the subject.
dog-activists

Opinion Leaders: (as described by sociologists)
* highly interested in a subject or issue
* better informed on an issue than the average person
* avid consumers of mass media
* early adopters of new ideas
* good organizers who can get other people to take action

Persuasion is used for:
1. change or neutralize hostile opinions
2. crystallize latent opinions and positive attitudes
3. conserve favorable opinions

Persuasive Communication = the PR practitioner should be knowledgable about audience analysis, source credibility, appeal to self-interest, clarity of message, timing and context, audience participation, suggestions for action, content and structure of messages, and persuasive speaking.

Appeal to Self-Interest:
1. power
2. respect
3. well-being
4. affection
5. wealth
6. skill
7. enlightenment
8. physical and mental vitality

Propoganda – the deliberate and systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist.

“What people in PR have to understand is not only do you have the facts on your side, you have to know how to communicate them.” – Peter Pitts, senior vice president of Manning, Selvage, & Lee

Press Releases (News Releases):

  • Ivy Lee is known as the Father of News Releases
  • story that you write with hopes of having it published in a mass media channel (i.e. TV, internet, newspapers, radio)
  • Should be written in inverted pyramid style

Inverted Pyramid:

  • start with 5 w’s and 1 h (Who, What, When, Where, Why, and How?)
  • story formatted like this: invertedpyramidgif

Guidelines for news release:
1. double-check ALL information
2. eliminate boldface and capital letters
3. include organization background
4. localize whenever possible

*Never send an internet news release as an e-mail attachment! (journalists very rarely open attachments, because it could be a virus)

Fact Sheets:

  • usually 1-2 pages
  • “cliff’s note” version of your organization
  • 8 things the fact sheet may provide:
  1. organization’s full name
  2. products/services offered
  3. annual revenue
  4. number of employees
  5. names and bios of top executives
  6. markets served
  7. position in the industry
  8. any other pertinent details

Media Kits (press kits):

  • prepared for major events or new product launches
  • more than just a story and facts
  • will include:
  1. main news release
  2. news feature about the development of the product/something similar
  3. fact sheets on product, organization, or event
  4. background info
  5. photos/drawings (with captions)
  6. bio material on spokesperson
  7. basic brochures

Pitches:

  • PR people use pitches to convince a journalist that their story is something their readers want! (impossible to do over e-mail or phone if they’ve never met the reporter before)

E-mail:

  • Most surveys show that editors and reporters prefer to recieve pr materials via e-mail.
  • Tips for e-mailing news releases and other materials:
  1. don’t send HTML e-mails
  2. don’t send attachments unless specifically requested to do so
  3. use extended headlines at top of news release that give the key message or point
  4. keep it short! reporters hate to scroll through multiple screens
  5. use blind copy distribution!! (no reporter wants to know that they’re part of mass mailing..this lowers your chance of your story getting published!)
  6. continually update e-mail addresses

These are my chapter 14 notes from Public Relations: Strategies and Tactics by Dennis L. Wilcox and Glen T. Cameron and also from my own notes I took in my Intro to PR class at Georgia Southern University.

One of my friend’s from home emailed me a link to a blog post that I found to be very interesting/entertaining so I thought I would share it here with everyone. It is entitled “Does anybody date anymore?” and I just think it is perfect for college students all over to read, because really.. DOES anybody date anymore?! I can honestly say I haven’t been on a date (like what we see in movies and on tv shows, etc.) in over a year … ridiculous! I almost feel like I could have written the post, but I didn’t so here is the link, please go read and enjoy!startdating1¬†DISCLAIMER: THIS ARTICLE DOES HAVE SOME INAPPROPRIATE LANGUAGE…JUST IN CASE YOU AREN’T COMFORTABLE WITH THAT!
http://french-graffiti.blogspot.com/2009/03/does-anybody-date-anymore.html

Comment

Posted on: 04/30/2009

I commented on Beth Agee’s blog post entitled “You Want My Answer? I’ll Give You My Answer

Notes from chapter 11 in Public Relations: Strategies and Tactics.
cultural_diversity

Generalizations made about audiences today:
* diversity is the most significant aspect of the mass audience in the United States
* the international audience for public relations has expanded swiftly
* technology can be used to segment the mass audience and compile related valuable information
* the public is increasingly visually oriented and seems to have a shorter attention span
* audiences are increasingly taking controls of information streams
* fervent support is generated for single issues
* heavy emphasis is placed on personality and celebrity
* strong distrust of authority and suspicion of conspiracy can arise from sensationalistic investigative reporting

Generation Y (born after 1980…that’s my crowd!):
* it has been projected that Gen. Y will spend 23 years online, which will have some interesting impacts
Generation X (born 1965-1980…my parents aren’t even in this one)
Baby Boomers (born between 1946 and 1964…hi mom and dad!)
* they comprise a market of 76 million people (28% of US population)
* “Those wishing to be successful in the market can’t ignore the boomer numbers, the wealth, and the spending power they have” – Pat Conroy, vice chairman of consumer business practices for Deloitte and Touche accounting firm

Seniors (men and women 65 years or older, although the AARP include everyone that is over the age of 50…wow, huge difference)
* financially, they are better off than the stereotypes suggest
* the Census Bureau found that people ages 65 to 74 have more discretionary income than any other group (median assets = $108,885)

Hispanics: the average person listens to 26-30 hours of radio per week (13% more than the general population)
Asian Americans: Calif. is home to 70% of the US’s more than 650 Asian-American focused tv channels, radio stations, and newspapers. San Francisco’s population is 19.2% Asian

**PR professionals must be aware of emerging audiences and pay attention to them (catholic/evangelical groups, gay/lesbian community, disabled, and women)
Supermoms: (5.4% of mothers)
* have at least 75 friends with whom they keep in touch
* give their friends advice on what to buy and restaurants to try
* spend at least nine hours a week on the internet
* participate in online chats and discussion

Here are my Chapter 9 notes for my Intro to PR class, these notes come from our book we have been using for the semester Public Relations: Strategies and Tactics

Public Opinion = the sum of individual opinions on an issue affecting those individuals; a collection of views held by persons interested in the subject.
dog-activists

Opinion Leaders: (as described by sociologists)
* highly interested in a subject or issue
* better informed on an issue than the average person
* avid consumers of mass media
* early adopters of new ideas
* good organizers who can get other people to take action

Persuasion is used for:
1. change or neutralize hostile opinions
2. crystallize latent opinions and positive attitudes
3. conserve favorable opinions

Persuasive Communication = the PR practitioner should be knowledgable about audience analysis, source credibility, appeal to self-interest, clarity of message, timing and context, audience participation, suggestions for action, content and structure of messages, and persuasive speaking.

Appeal to Self-Interest:
1. power
2. respect
3. well-being
4. affection
5. wealth
6. skill
7. enlightenment
8. physical and mental vitality

Propoganda – the deliberate and systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist.

“What people in PR have to understand is not only do you have the facts on your side, you have to know how to communicate them.” – Peter Pitts, senior vice president of Manning, Selvage, and Lee