COMM 2333 Reading Notes


These notes are taken from Chapter 16, Media Interviews, News Conferences, and Speeches, in the text Public Relations Writing and Media Techniques.

The topics in this chapter included: Media Interviews, News Conferences, Media Tours and Press Parties, The Art of Speechwriting, Giving a Speech or Presentation, and Speaker Training.

The most interesting part of this chapter, in my opinion, was the section on giving a speech or presentation. Since I have been involved in speech groups in the past, it was a refreshing reminder to learn about the proper technique on giving a speech.

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These notes are taken from Chapter 15, Radio, Television, and the Web, in the text Public Relations: Strategies and Tactics.

Chapter 15 primarily discussed exactly what the chapter title states: details regarding the ways radio, television, and the web are used in the field of Public Relations. These mediums are absolutely essential for the success of any Public Relations field, and are important ways that a Public Relations Professional is able to promote an individual or organization.

This chapter gave an overview of the reach of radio and television, including radio news releases and public service announcements; video and satellite news releases; as well as what to do to book a guest for radio, television, or magazine appearances.

These notes are taken from Chapter 14, News Releases, Media Alerts, and Pitch Letters in the text of Public Relations: Strategies and Tactics.

Chapter 14 was very beneficial to me in this class this semester, and taught me a lot of essential information that I will undoubtedly use in my career in Public Relations in the future.

This chapter gave an overview of News Releases, including planning a news release, the content of the News Release, how to properly format the release (whether it is for print or electronic media); Publicity Photos and their captions; Media Press Kits and Fact Sheets; and the proper way to write Pitch Letters. The section that discussed media kits was very interesting to me, and I am looking forward on developing creative ways of putting these together in the future.

Also, the chapter went over specific ways to distribute media materials, depending on if it is by mail, fax, e-mail, or online newsrooms.

These notes are taken from Chapter 13, New Technologies in Public Relations, from the text of Public Relations: Strategies and Tactics.

Chapter 13 focuses on the amazing technologies we are blessed with, and often take for granted. However, these technologies definitely make jobs in the field of Public Relations much easier, and also open up opportunities that never existed years ago.

Some of the existing technologies that are often used today are: computers, laptops, the internet, graphics, design, photography, video cameras, tele/web conferencing, cellular phones, and Personal Digital Assistants.

This chapter also discussed how technology will be rapidly changing in the future, to benefit theĀ  job of Public Relations Professionals.

These notes are taken from Chapter 12, Public Relations and the Law, from the text of Public Relations: Strategies and Tactics.

Chapter 12 focused on an extremely detailed and essential aspect of Public Relations: all the legal issues and laws. These laws and technical requirements must be followed exactly, or will inevitably result in a lot of damage being done.

The broad categories of laws are as follows: Invasion of Privacy, which incorporates all information and photo release laws; Copyright Law, which protects the rights of the writers; Trademark Law, which protects all trademarked information; Regulations by Government Agencies, which incorporates the Federal Trade Comission and the Federal Trade Commission; and other Federal Regulatory Agencies, including the Food and Drug Administration.

These notes are taken from Chapter 11, Reaching a Multicultural and Diverse Audience, in the text of Public Relations: Strategies and Tactics.

This chapter focused primarily on the analysis of the various types of audiences that might be encountered in the field of Public Relations, and gave advice on specific ways to target these specialized groups.

The most prominently known groups are as follows: Youth and Young Adults, Baby Boomers, Seniors, Racial and Ethnic Groups, Catholic and Evangelical Groups, the Gay/Lesbian Community, the Disability Community, Women, and Global Audiences.

These notes are taken from Chapter 10, Conflict Management: Dealing With Issues, Risks, and Crises from the text Public Relations: Strategies and Tactics.

A Public Relations professional must develop communication strategies and processes to influence the course of conflicts to the benefit of the organization. Use of Public Relations to influence the course of a conflict is called strategic conflict management.

  • Key Components: Strategic, for the purpose of achieving popular objectives
  • Management: Planned deliberate action
  • Competition: Striving for the same object, position, and prize as others
  • Conflict: Sharp disagreements or opposition resulting in direct, overt threat of attack from another entity

When dealing with conflict and defending your company, keep in mind:

  • Your organization’s behavior must be honorable and defensible
  • Your organization is ethical
  • Your organization’s mission is worthy
  • Your advocacy of the organization has integrity
  • Your organization works at creating mutual benefit whenever possible

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