公關企畫與寫作
PR WRITING-3: PRESENTATION
1. Planning a presentation 1.1 Know your purpose.
1.2 Know your audience.
1.3 Define your main idea.
1.4 Limit your scope.
1.5 Choose your approach.
1.6 Structure your outline.
1.7 Prepare your content.
1.8 Arrange how long you’re going to spend on each main point.
1.9 Write notes on sheets of paper.
2. Creating effective slides for the presentation
2.1 Using company’s style, color, and logo as the background design 2.2 Writing readable content
2.3 Avoiding wordy bullets 2.4 Converting text into graphics 2.5 Selecting right visuals
To present details, use a table.
To illustrate trends over time, use a line chart or a bar chart.
To show frequency or distribution, use a pie chart.
To compare one item with another, use a bar chart.
To compare one part with the whole, use a pie chart.
To show correlation, use a line chart, a bar chart, or a scatter chart.
To show geographic relationships, use a map.
To illustrate a process or a procedure, use a flowchart or a diagram.
To explain the interrelationships of units, positions, functions of an organization, use an organization chart.
2.6 Adjusting color for lighting differences 2.7 Modifying fonts and type sizes.
3. Delivering the presentation 3.1 Before the presentation
Prepare thoroughly.
Rehearse repeatedly.
Time yourself.
Request a lectern.
Check the room.
Practice stress reduction.
3.2 During the presentation
Start on time.
Begin with a pause.
Smile, but not too much.
Make eye contact to the audience for about a second.
Use a microphone, if you need one.
Speak in a natural tone of voice.
Project your voice to the back of the room.
Use visual aids.
Don’t speak to the screen or equipment.
Present your first five sentences from memory.
Get the audience’s attention by telling a story, mentioning a
surprising fact, starting a problem, or asking a question.
Use gesture to emphasize key points.
Move naturally, but not too much.
Don’t labor a particular point.
Avoid digression.
Put your brakes on.
Summarize your main points.
Finish on time.
3.3 After the presentation
Distribute handouts.
Encourage questions.
Repeat questions.
Answer with your main points.
End with appreciation.
Just For Fun:
Mr. and Mrs. Smith
Mr. and Mrs. Smith married thirty years ago, and they have lived in the same house since then. Mr. Smith goes to work at eight o’clock every morning, and he gets home at half past seven every evening, from Monday to Friday. There are quite a lot of houses in their street and most of the neighbors are nice. But the old lady in the house opposite Mr. and Mrs.
Smith died, and after a few weeks a young man and woman came to live in it.
Mrs. Smith watched them for a few days from her window and then she said to her husband, “Bill, the man in that house opposite always kisses his wife when he leaves in the morning and he kisses her again when he comes home in the evening. Why don’t you do that too?”
“Well,” Mr. Smith answered, “I don’t know her very well yet.”
公關企畫與寫作
1. Elements of a PR news release1.1 Heading
Name and address of the organization
Name and phone number of the person to contact
Date and time for release
Salutation to media 1.2 Content
Headline
Asummary news lead is the first one or two paragraphs, which give the primary information.
A benefit statement is an addition to the basic journalistic writing formula.
Secondary details amplify information in the lead.
Background information provides a cotext for the program.
The action statement concludes the release.
2. Generating PR news 2.1 Give an award.
2.2 Host a Contest.
2.3 Select personnel.
2.4 Address a local need.
2.5 Issue a report.
2.6 Launch a campaign.
2.7 Make a speech.
2.8 Involve a celebrity.
2.9 Tie into a public issue.
2.10 Localize a report.
3. Guidelines for working with news media
3.1 Talk from the viewpoint of the public’s interest, not the organization’s interest.
3.2 Make the news easy to read and use.
3.3 If you do not want some statement quoted, do not make it.
3.4 State the most important fact at the beginning.
3.5 Do not argue with a reporter or lose your cool.
3.6 If a question contains offensive language or simply words you do not like, do not repeat them even to deny them.
3.7 If the reporter asks a direct question, give an equally direct answer.
3.8 If spokespersons do not know the answer to a question, they should simply say, “I don’t know, but I’ll get the answer for you.”
3.9 Tell the truth, even it hurts.
3.10 Do not call a press conference unless you have what reporters consider news.
Example: News release announcing good news for donation
公關企畫與寫作
輔仁大學一○○學年度第一學期 大眾傳播學士學位學程二年級 第十二週：Dec. 2, 2011
授課教師：張禮漢
PR WRITING-5: FOR ADVERTISING MEDIA 1. Types of PR advertising
1.1 Public service announcement
Governmental announcement
Nonprofit organizational announcement 1.2 Corporate advertising
Corporate identity
Other corporate announcements
2. PR Advertising media 2.1 Print media
2.3 Digital interactive media
Web pages
3. PR Advertising basics 3.1 Headline
A woman, employed as a telemarketer, was making phone calls to different households. A little boy answered and whispered, “Hello”.
The woman asked if his mother was there. The little boy whispered, “Yes”.
The woman asked if she could speak with her. The little boy whispered,
“No, she’s busy.”
The woman asked if his father was there. The little boy whispered, “Yes”.
The woman asked if she could speak with him. The little boy whispered,
“No, he’s busy too.”
The woman asked if anyone else was there and the little boy whispered,
“Yes, the fire department is here”. The woman said, “May I speak with one of them?” The little boy whispered, “No, they’re all busy.”
The woman asked if anyone else was there, the little boy whispered, “Yes, the police department”. The woman said, “May I speak with one of them?”
The little boy whispered, “No, they’re all busy too.”
The woman said, “May I ask what they’re all doing?” The little boy whispered, “They’re all looking for me.”