The Book

The book used for our class, and that all of these reading notes come from can be found here – Book


Chapter 14

After skipping chapter 13, chapter 14 is about writing e-mail, memos and also, proposals. It can be quickly summarized.

  • Memos should be one page and include the date, who it is to, from, the subject and also a message.
  • Proposals must follow a logical, well-organized format.
  • E-mail is rapid and cost-efficient.  It is not a substitute for personal one-on-one communication.
  • E-mail bulge is overwhelming. Use wikis, text messages and twitter to reduce this.

Chapter 12

Chapter 12 is entitled tapping the web and new media. It can be summarized in bullet form.

  • Texting,  Twitter, and wikis are used often in PR work.
  • Virtual worlds are a part of social media.
  • Traditional media is still around despite the massive use of new media. It is still used in great numbers.
  • New media offers easy updating, instant distribution, infinite amount of space and the ability to interact with the audience.

Chapter 11

Chapter 11. This chapter talks about the importance of getting along with journalists.

  • Journalists depend on PR sources for most of their information.
  • A meeting with a publication’s editorial board is a good way to establish rapport and long-term relationships.
  • Be accurate, truthful, and provide outstanding service.

Chapter 10

Chapter 10 changes gears to the distribution of news to the media.

  • Media directories, whether print, CD-ROM, or online are essential tools for compiling media lists and distributing information.
  • E-Mail is a very popular way to communicate with reporters and editors.
  • Media lists and E-mail address must be updated and revised on a regular basis.
  • tip sheets let publicists know what kind of material a publication or broadcast station is seeking for a particular purpose.

Chapter 9

Chapter 9 is about writing for radio and television. It can be summarized in a number of quick points.

  • VNR’s require professional preparation and high technical quality. To be used, they must be news-worthy and timely.
  • VNR’s are used widely by TV stations and cable systems.
  • ANR’s are more interesting because they include soundbites, music and sound effects.

Chapter 8

Chapter 8 is entitled selecting publicity photos and graphics. It can be quickly summarized in a few quick points.

  • Keep a well-organized photo and graphics file for reference purposes.
  • Charts, diagrams, and maps should be simple, colorful and uncluttered.
  • Never send an attachment to a reporter or editor unless specifically requested to do so.
  • Calendar

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