Category Archives: PRCA 3330- Reading Notes

PRCA 3330- Chp. 15 Giving Speeches and Presentations

This weeks reading was all about giving speeches and presentations, here are some key points I found important to remember from the chapter:

  • A speaker talks to listeners, not at them. Use pronouns like “you” and “we” to make the talk more conversational and let our listeners know you are talking to them. It must fit the audience, be specific, get a reaction, have a definite objective, and be timely.
  • Know your objective, a speech can inform, persuade, activate, or celebrate- it can also amuse or entertain. There is no point of making a speech unless it accomplishes somethings. Speechwriting requires clear objectives, effectivie organization of relevant key messages, and knowledge of the audience.
  • Nonverbal communication is important in a speech. Speakers should be enthusiastic, make eye contact, and use gestures that support their words.

If you would like to learn more about writing emails, memos, and proposals check out “Public Relations Writing and Media Techniques (6th Edition) by Dennis L. Wilcox” at Amazon.com


PRCA 3330 Chp 14- Writing Email, Memos, and Proposal

This weeks reading was about writing emails, memos, and proposals. Here are some of the key points I thought were important to remember from the chapter:

  • when writing emails memos and proposals make sure to follow these general guidelines: completeness make sure that your writing has the information needed to serve its purpose, conciseness brevity less is better, correctness be accurate in everything you write, courtesy writing should be polite and personal but not over familiar, and responsibility think about how your communication will be received by the recipient.
  • Memorandums (memos) are brief written messages usually a page or less in length which can serve almost any communication purpose (supply information, confirm a verbal message, ask for a meeting, schedule or cancel a meeting, etc.)
  • Memos should be one page or less and state key messages immediately. A memo should have 5 components: 1. Date 2. To 3. From 4. Subject and 5. The Message

If you would like to learn more about writing emails, memos, and proposals check out “Public Relations Writing and Media Techniques (6th Edition) by Dennis L. Wilcox” at Amazon.com

PRCA 3330 Chp. 12- Tapping the Web and New Media

This weeks reading was about tapping the web and new media. These are the key points I found most important to remember from the chapter:

  • the blogosphere and mediasphere are two spheres of internet or world wide web influence that can be characterized by broadband, cheap or free use of online publishing tools, news distribution channels, mobile devices, and new advertising
  • when writing for the web remember to write the way you talk, limit each page to a single concept, use bullet point list, make sure each page provides the context readers need, limit the use of italics and boldface, don’t overuse hyperlinks in narrative text, and make sure hyperlinks are relevant
  • when building an effective website for your organization remember to do the following: have a “vision” of how you want your organization to be perceived by the public, you need a copywriter to write the text, you need a graphic artist to add the visual element, and you need a computer programmer to put the ideas together in HTML code for the internet

If you would like to learn more about tapping the web and new media check out “Public Relations Writing and Media Techniques (6th Edition) by Dennis L. Wilcox” at Amazon.com

PRCA 3330 Chp 11-Getting Along With Journalists

This weeks reading was about how public relations professionals and journalists “get along”. Here are some of the key points I felt were important to remember from the chapter:

  • The relationship between public relations professionals can be described as one of “love and hate.” I would call them “frenemies“. Two thirds of journalist don’t trust public relations people but 81 percent say that they need them anyway.
  • Much of the distrust and friction between journalists and public relations professionals come from hype and lack of background information from the public relations end and name calling and sloppy bias reporting on the journalism end.
  • When being interviewed by journalist remember to determine in advance the key message you would like to convey, never say “no comment” and remember there is no such thing as “off the record”

If you would like to learn more about how public relations professionals and journalist can get along check out “Public Relations Writing and Media Techniques (6th Edition) by Dennis L. Wilcox” at Amazon.com

PRCA 3330 Chp. 10- Distributing News to the Media

This weeks reading was about distributing news to the media. Here are some key points I thought were important to remember from the reading:

  • Media databases consist of the following things: names of publications and broadcast stations, mailing addresses, telephone and fax numbers, email addresses, and names of key editors and reporters
  • Tip sheets are weekly newsletters that report on recent changes in news personnel and their new assignments. They also have information on how to contact these personnel and what kinds of material they are looking for.
  • The primary distribution channels used in public relations today are email, online newsrooms, electronic news wires, mat distribution companies, and photo placement firms.

If you would like to learn more about distributing news to the media check out “Public Relations Writing and Media Techniques (6th Edition) by Dennis L. Wilcox” at Amazon.com

PRCA 3330 Chp. 9 Writing For Radio Television

This weeks reading was on writing for radio and television. Here are are some key points I thought were important to remember from the chapter:

  • Radio may lack the glamour of other media mediums (television and the internet) but it is still a great option when planning an information campaign. It is a cost effective way to reach large numbers of people.
  • It is more effective to send a written RNR (radio news release) to a news station instead of a basic news release that the station will have to edit and conform to broadcast style. A RNR is basically a news release that is already formatted for radio. Unlike a typical news release, radio news releases are written using all uppercase letters in a double spaced format.
  • An ANR (audio news release) is a news release that you record and send to a news station. There are two ways of creating ANR’s; one way is to have someone with a good radio voice read the entire announcement, the second is to use an announcer along with a sound bite (a small recording) of a satisfied customer, celebrity, or company spokesperson. The prefered length of an ANR is 60 seconds.

If you would like to read more about writing for radio and television, you can check out “Public Relations Writing and Media Techniques (6th Edition) by Dennis L. Wilcox” at Amazon.com.

PRCA 3330 Chp. 8 -Selecting Publicity Photos and Graphics

This week’s reading was about using photos and graphics in public relations Here are some of the key points i found from the reading. Here are some key points I found important to remember from the reading:

  • All photos sent to the media need a caption, brief text under the photo that tells the reader about the picture and its source. Example:

this is me and my boyfriend kevin at the piano bar on our cruise during spring break

  • Photo news releases (PNRs) are photos with larger captions that are distributed to the media without any accompanying news release- the caption tells the entire story.
  • Make sure photos have the key elements of sharp detail and good contrast so the photo reproduces well on everything from glossy magazine pages to cheap newsprint.
  • Action shots are important because it projects movement and the idea that something is happening right before the readers eyes. Photos taken spontaneously when the subjects are not aware of the camera are considered the best action photos.

To learn more about using pictures and graphics in public relations check out “Public Relations Writing and Media Techniques (6th Edition) by Dennis L. Wilcox” at Amazon.com.