Chapter 16: High Profile

Reading through this chapter there as a lot about main events, grand openings, and celebrations. All of these projects and events are very important due to their size and cost.  The PR professional must take those kinds of events carefully because most of the time they are events that are reaching a grand amount of people.

Planning the event for how many people show up and what the event will consist of and who the audience of the event will be are very important. But the annual reports are the most important thing for a PR professional.  The images need to catch the eye and the information provided has to be audience centered.  As a PR professional I would make sure to put what is true and would be making the organization look better.

Chapter 6: Legal Influences on Public Relations Writing

As a public relations writer you have to know the law, because not everything you write is legal according to the text. There are various restrictions and limits when it comes to writing for a company or organizations. One thing to keep in mind when dealing with what is legal and what is not, legal does’t mean ethical and ethical doesn’t mean legal.

legal issues are usually associated with ownership and who has the right to what in the public relations field. Make sure the text, writing, photos, logos, slogans and web design are all legal and have been copywrited and trademarked. That doesn’t mean you can’t use other peoples information when it comes to writing you just have to have the right kind of attribution. The books says it’s a good idea to contact that company and or an attorney to see if the information is available for use.

This chapter also went through the common legal definitions and symbols. Some of the symbols I was not familiar with such as the symbol for Section (for laws and regulations). It was also informative to read about the different agencies and which ones deals with different legal acts.


Chapter 13: The Multipurpose Medium

In chapter 13 the book discusses the Web and public relations writing.  The first thing to know about writing for the web is knowing who your audience is.  Your audience is anyone who has access to the internet or any kind of social media. There are three different categories of audiences according to the book.  The first is the critical commentators, second the committed visitors and third the casual browsers. The issue is, how do you reach each of these types of audience groups.

Writing for the web is said to be a close resemblance for writing good brochure copies, which we have had practice with in class. As the same for all other writing it is important for us to continuously edit our copy especially for the web.  when writing for the web you want the main idea and purpose to be clear, and the content must meet the visitor’s needs or interest.  There are more tips provided on page 357 of the book.  You can write effectively for the web if you understand news writing, advocacy writing, or multimedia presentations.

I learned that the web is used sometimes for specific PR aims as well. Such as: Online news releases, online newsletters, online reports, and many other PR writing copies we have been practicing in class.laptop

Chapter 12: When the News Isn’t Good

A crisis is both a surprise and a threat to an organization.  I learned in this chapter that every public relations professionals should be prepared and plan for a crisis at all times.  If prepared then you will be able to handle the crisis in a professional manner, including all the things that we have learned in earlier chapters.

When a crises happens its important that you reach out to the audience and publics immediately.  When releasing a story or something about the content I learned that you should be truthful and hope that what you say reverses negative attitudes and behavior.  The plan contains five parts.  Detection, Preparation, Containment, Recovery, and learning and evaluation, are all parts to the five crisis stages.

There are two parts of managing a crisis, the first part is managing the crisis itself, which according to the book is an operational response. The second part is managing how the public learns about the problem or crisis. Along with how the public learns about it, we need to manage how they react and respond to the crisis.

Having a crisis plan is best for an organization or company because it will help you manage public opinion and media attention.list

Chapter 8: Planning and Practice

When planning for public relations and writing you need to keep the organizations goal in mind and how your going to reach it. Planning for deadline stuck out to me the most in this chapter because I have been working on my time management and meeting deadlines. The chapters said that if you plan correctly, you should have all the time you need. Create a schedule or calendar to help you stay on time and meet all of your deadlines.  Planning efficiently can even make your organization desirable.

The chapter also went over writing letters, memos, and email. Being formal is always better than informal.  When writing an email or a memo you should be professional an have the right format. When sending out anything to the public or another co-worker, now a days people use emoticons and texting slang, without even catching it.

While in the workplace or dealing with your PR writing we should stray from any of the unprofessional text and slang.mail

Chapter 11: Let’s Hear It

As our generation is transitioning into an electronic era public relations professionals not only need to know how to write to be read, but write to be heard as well.  Writing to be heard can be found in broadcast, scriptwriting, and for speeches. Writing to be heard means that the audience needs to understand the message clearly once heard the first time.

When writing for broadcast you not only have to keep the audience in mind, but the sound, visuals, and time. Broadcast also has some advantages over print writing because when writing for example, a radio, the message is reaching tons of people for 24 hours a day.

Scriptwriting includes writing for sound and visual. Scriptwriting is known for focusing on soft news or feature productions in controlled video presentations. When thinking of the content or layout of your script think of how we produce a feature story.


Chapter 14: Persuasion for Mass Action

Ethos, pathos, and logos still play a part in the Public Relations field. Logos is logic and evidence.  In the chapter, it discusses how emotion often plays a big part in the public relations way of persuasion. But logic and evidence can build a successful persuasive message as well, that is where the logos comes into play. To gain persuasion when using logic there needs to be enough supportive evidence such as statistics, historical, and surveys or polls. The evidence must also be relevant and understandable for the public.

When using ethos its the importance of credible sources. The biggest challenge of finding a credible source is finding one that is relatable to the audience. That seems to be the main ingredient when working for PR, that everything should point back to the public and make sense for them. Which leads to pathos.

Pathos is all about the importance of the audience. When sending out a PSA, you have to be careful that your target audience is going to be relatable to what the announcement is. A PSA usually is used to get out information about an organization or cause that needs to reach a large amount of people.

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