JOURN 4256 1st Edition Lecture 10Outline of Last Lecture I.Evolution of Apple II. The beginningsIII. Macintosh IV. Steve Jobs leavesV. Steve Jobs returns Outline of Current Lecture VI. Written tactics for PRa. Five stage adoptionb. How do I create a messagec. Six principles of story ideasd. Types of written PRCurrent LectureWritten 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 instantaneousFive stage adoption:1. Aware2. Evaluation3. Adaption4. Interest5. 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/audienceFlesch-Kincaid readability test-Indicate comprehension difficulty-Avoid jargon-Avoid cliché-Avoid euphemisms-Avoid discriminatory language-Be memorable, repeat repeat, repeatSix Principles of story ideas:-Simplicity-Unexpectedness-Concreteness-Credibility-Emotions-StoriesTypes 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 storiesThings 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 jargonDo:-Stick to facts-Be focuses-News like headline-Assume they have knowledgeNeed:-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 infoEmbargo- tell media not to send out until certain dateSwiss cheese release- tailored, leave spaces to personalize and can write a basic release-Common in non-profits and coalitionsMedia alerts- most common format of media alert: media advisory, which is short, bulleted, andmay contain one line headline, a brief, and who, what, when, where, and