JOURN 4256 1st Edition Lecture 10 Outline of Last Lecture I Evolution of Apple II The beginnings III Macintosh IV Steve Jobs leaves V Steve Jobs returns Outline of Current Lecture VI Written tactics for PR a Five stage adoption b How do I create a message c Six principles of story ideas d Types of written PR Current Lecture Written tactics for PR Communication Inform Persuade Motivate Effective COMMNICATION These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Audience what channels How to use channel to get biggest impact Audience process info What changes your audiences perceptions of problem goal What do you want to achieve How does it work Message adoption isn t instantaneous Five stage adoption 1 2 3 4 5 Aware Evaluation Adaption Interest Trial Evaluate Is message appropriate meaningful memorable Understandable Believable How do I create a message Improve communication use plain language Takes less time to read understand Avoids confusion and audience Saves time money Improves readers response to messages Avoids creating barriers w audience Flesch Kincaid readability test Indicate comprehension difficulty Avoid jargon Avoid clich Avoid euphemisms Avoid discriminatory language Be memorable repeat repeat repeat Six Principles of story ideas Simplicity Unexpectedness Concreteness Credibility Emotions Stories Types of written PR Created 1906 Ivy Lee Purpose dissemination of info to media Media rely on those Most time processing not gathering No media enterprise has enough staff to cover every single event in the community Reporters Don t care about helping you Get a lot of releases Don t have time to chat Love scoops and exclusives Like easy stories Want to hear good stories Things to ponder Key messages Primary audience What does audience gain Objective release serves Is it in best format TIP CUP Timeliness Impact Prominence Conflict Unusualness Proximity Don t Be salesy Use hyperboles Be to busy Have more than 1 page Use jargon Do Stick to facts Be focuses News like headline Assume they have knowledge Need Contact name email and phone Headline Dateline Inverted pyramid style Basic setup Contact info Headline Lead Body Background Facts Quotes Closure Next step for more info Embargo tell media not to send out until certain date Swiss cheese release tailored leave spaces to personalize and can write a basic release Common in non profits and coalitions Media alerts most common format of media alert media advisory which is short bulleted and may contain one line headline a brief and who what when where and how