PR Writing & Media Techniques

Five interesting facts or lessons learned in Chapter 1 (PRCA3330):

1. The PR Writer’s objectives are to accurately inform, persuade and motivate.

2. Rhetoric is the ability to determine what needs to be said and how it should be said to achieve the desired outcome.

3. Reference sources are invaluable. Wikipedia is the world’s most popular reference source. Most daily newspapers, including The Wall Street Journal use Webster’s New World Dictionary. Also useful is the AP Stylebook and The Elements of Style by Strunk and White.

4. The most comprehensive media database is Bacon’s.  Bacon’s allows a PR writer to build targeted media lists by beat, market, demographics, media type, country and audience.

Web directories are updated daily.  Directories list names of publications, editors, contact information, and addresses.

5. Useful PR Websites. – Offers articles, directories & forums. – Aggregate of PR related sites & services. – Lists Internet addresses, PR links & how-to info. – Lists case studies; has news release library. – Supplies news releases by company & industry. –  ”                ”           ”           ”       ”            ”          ”  . – Provides job announcements & trends. – The trade show news network.

Source: Public Relations Writing and Media Techniques by Dennis L. Wilcox


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