PR Planning & Writing 公關企畫與寫作

2011 Fall Semester

PR Planning & Writing

Date: September 16

, 2011

By

Gilbert Chang 張禮漢

Mass Communication Department Fu Jen Catholic University

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 上課時間：星期五 18：40-20：20 授課教師：張禮漢

一. 課程說明

公共企畫與寫作(PR Planning and Writing)旨在引導學生進入公共

關 係專業領域。藉由課程的內容與設計，進行學習、討論、演練、

評估等教學方式與活動，培養學生瞭解公共關係專業知識，熟悉 公共關係專業運作，進而提升在公共關係專業領域的駕馭能力。

二. 課程目標

1. 瞭解公共關係專業知識。

2. 學習公共關係專業技巧。

3. 應用公共關係專業操作。

三. 課程基礎

1. 傳播理論

2. 媒體應用

3 新聞寫作

4. 策略管理

5. 政府、企業機構、非營利組織等概念及知識

四. 課程進度

週 次 日 期 授 課 內 容

第 一 週 Sep. 16^th,

2011  Course Overview 課程介紹

第 二 週 Sep. 23^rd  What Is PR?

什麼是公共關係？

第 三 週 Sep. 30^th



第 四 週 Oct. 7^th  PR Planning-1: Briefing 公關企劃之一：簡報

第 五 週 Oct. 14^th  PR Planning-2: Research, Analysis, &

Recommendations

公關企劃之二：分析、研究及建議

第 六 週 Oct. 21^st



第 七 週 Oct. 28^th  PR Writing-1: For Client 公關寫作之一：客戶 第 八 週 Nov. 4^th  PR Writing-2: Proposal

公關寫作之二：企劃書

第 九 週 Nov. 11^th



第 十 週 Nov. 18^th  PR Writing-3: Presentation 公關寫作之三：提案報告 第十一週 Nov. 25^th  PR Writing-4: For News Media

公關寫作之四：新聞媒體

第十二週 Dec. 2^nd  PR Writing-5: For Advertising Media 公關寫作之五：廣告媒體

第十三週 Dec. 9^th  Team project: PR Proposal for Government 分組報告與討論：政府公關企畫書

第十四週 Dec. 16^th  Team Project: PR Proposal for Nonprofit Organization

分組報告與討論：非營利組織公關企畫書 第十五週 Dec. 23^rd  Team project: PR Proposal for

Manufacturing Corporation

分組報告與討論：傳統產業公關企畫書 第十六週 Dec. 30^th  Team Project: PR Proposal for High-tech

Corporation

分組報告與討論：高科技業公關企畫書 第十七週 Jan. 6^th

2012  Team Project: PR Proposal for Service Corporation

分組報告與討論：服務業公關企畫書

第十八週 Jan. 13^th  Final Exam 期末考試

五. 課方式

1. 課程解說

2. 個案研討

3. 分組作業

4. 專題報告

5. 學習評估

六. 教學設備及助理

1. 設備：電腦、投影機、螢幕、麥克風等設備。

2. 助理：徵求一名同學協助課程所需之電腦設備準備工作、課

程相關資料傳送及參考用書訂購。

七. 成績評定

1. 課堂表現30%

 到課率

 課堂參與

 課堂筆記

2. 期中分組作業30%

3. 期末考試40%

八. 參考用書及資料

1. 授課教師自編「公關企畫與寫作」講義，請學生自行於輔大

網站課程大綱暨教材網頁列印講義。

2. Bovee, C. L. & Thill, J. V. (2011). Business Communication

Today. New Jersey: Prentice Hall.

3. Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective

Public Relations. New Jersey: Pearson Education.

4. Lesly, P. (1991). Handbook of Public Relations and

Communications.

5. Seitel, F. P. (2004). The Practice of Public Relations. New Jersey:

Pearson Education.

6. Smith, R. D. (2011). Becoming a Public Relations Writer. New York: Harper Collins.

7. Wilcox, D. L. (2009). Public Relations Writing and Media

Techniques. New York: Harper Collins.

8. Wilcox, D. L., Ault, P. H., Agee, W. K., & Cameron, G. T. (2005).

Public Relations. New York: Addison-Wesley.

Illinois: Probus Publishing Company.

9. 張在山 (2002)。《公共關係學》。台北：五南圖書出版公司。

10. 公關/動腦雜誌 11. 公關相關新聞 12. 公關相關網站

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 二 週：Sep. 23, 2011

授課教師：張禮漢

WHAT IS PR?

1. The definitions

1.1 Scott M. Cutlip, Allen H. Center, & Glen M. Broom stated in

Effective Public Relations: Public relations is the management

relationships between an organization and the publics on whom its success or failure depends.

1.2 Gilbert Chang revised the definition: Public relations is the strategic management function with communication tools and skills that establishes and maintains mutually beneficial

relationships between an organization and the publics on whom its success or failure depends.

1.3 Rex Harlow, the founder of the Public Relations Society of America (PRSA), compiled more than 500 definitions and came up with the definition: Public relations is distinctive management

function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics; involves the management of problems or issues; helps management keep informed on and responsive to public opinion; defined and emphasizes the

responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses

research and sound ethical communication techniques as its principal tools.

2. Key words in PR definition 2.1 Deliberate

2.2 Planned 2.3 Performance 2.4 Public interest

2.5 Two-way communication 2.6 Management function

3. PR functions 3.1 Publicity 3.2 Advertisement 3.3 Event

3.4 Public affairs 3.5 Lobbying

3.6 Marketing public relations 3.7 Development

3.8 Issues management 3.9 Crisis management

4. Compared with other professional fields 4.1 PR vs. marketing

4.2 PR vs. advertising 4.3 PR vs. event 4.4 PR vs. journalism

Quiz:

Taiwan Coca Cola “美利果免費請你喝！”……是行銷活動？促銷活動？

廣告活動？公關活動？

1. 說出代言人，“美利果免費請你喝！”

2. Buy one get one free! “美利果免費請你喝！”

3. You buy one, and we donate one for poor kids! “美利果免費請他

們 喝！”

4. Used books for poor kids, and “美利果免費請你喝！”

Just for fun:

Teacher’s Day

On a special Teacher’s Day, a kindergarten teacher was receiving gifts from her pupils.

The florist’s son handed her a gift. She took it, held it over her head, and said, “I bet I know what it is. Some flowers.” “That’s right!” said the boy.

“But how did you know?” “Just a wild guess,” she said.

The next pupil was the candy store owner’s daughter. The teacher held her gift overhead, shook it, and said, “I bet I can guess what it is…a box of candy.” “That’s right! But how did you know?” asked the girl. “Just a lucky guess,” said the teacher.

The next gift was from the liquor store owner’s son. The teacher held it over her head but it was leaking. She touched a drop of the leakage with her finger and tasted it. “Is it wine?” she asked. “No,” the boy replied. The teacher repeated the process, touching another drop of the leakage to her tongue. “Is it champagne?” she asked. “No,” the boy replied. The teacher then said, “I give up, and what’s it?” The boy replied, “A puppy!”

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 三 週：Sep. 30, 2011

授課教師：張禮漢

PR PROFESSIONAL FIELDS

1.1 Internal publics and fields

 Employees: employee relations

 Employee families: employee family relations

 Members: member relations 1.2 External publics and fields

 Media: media relations

 Investors: investor relations

 Distributors: distributor relations/marketing PR

 Consumers: consumer relations/marketing PR

 Community: community relations

 Government: governmental relations/public affairs

 Parties: party relations/public affairs

 Industrial association: association relations

 Labor union: union relations

 General publics: issue/cause relations 1.3 International publics and fields

 Local government: government policy and legal considerations

 Local employees: employee relations

 Local consumers: consumer relations

 Local general publics: issue/cause relations

 Local or/and international PR firm

 Local or/and worldwide media: media relations 1.4 Related publics for contingency management

 Issues management

 Risk management

 Crisis management

2. The key works for PR fields 2.1 Employee relations

 Corporate publication

 Employee forum

 Employee trip

 Sports convention

 Birthday party

 Year-end festival

 Employee welfare committee 2.2 Media relations

 Providing information

 Giving service

 Soliciting speech

 Press conference

 Press reception

 Media tour 2.3 Investor relations

 Financial information

 Annual report

 Shareholder conference

2.4 Consumer relations

 Customer service center

 Consumption information

 Consumer activities 2.5 Community relations

 Organizational publication

 Organizational visiting

 Local advertisement

 Local news report

 Community activity

 Community forum

 Community volunteers

 Donation

2.6 Government relations

 Lobbying (vs. influence peddling)

 Political contribution

 Soliciting programs

 Business law

 Business tax

 Business loan

 Investment in China

 Corporate citizen

2.7 International Public Relations

 International government organizations

 NGO, Non-governmental organizations

 International business organizations 2.8 Crisis management

 Finding the crisis.

 Preventing the accident.

 Planning in advance.

 Taking action.

 Communicating with publics.

 Controlling, evaluating, adjusting, and solving the crisis.

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 四 週：Oct. 7, 2011

授課教師：張禮漢

PR PLANNING-1: BRIEFING

1. The request forms of PR briefing 1.1 Meeting

1.2 RFP, Request for proposal 1.3 Advertisement

2. The business knowledge for PR briefing 2.1 Business information

 Business category

 1^st category: material industry

 2^nd category: manufacturing industry

 3^rd category: service industry

 Business form

 Corporation

 Franchising

 Importer

 Business conglomerate

 Financial information

 Brand name and trademark

 Products and services

 Business model 2.2 Business management

 Management team

 Vision and missions

 Organization chart

 PR department

 Stakeholders 2.3 Market analysis

 Market share

 General environment analysis

 Competitive advantage analysis

3. The tips of PR briefing

3.1 Study the business before going about a briefing.

3.2 Dress and behave properly.

3.3 Meet with the client at their organization.

3.4 Talk something related to the project.

3.5 Promise something only you can do for the project.

3.6 Take the must-know information from the briefing.

3.7 Get some other materials back after the briefing.

3.8 Write a contact report with both signatures.

3.9 Learn more business communication tools.

3.10 Be active to handle the project.

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 五 週：Oct. 14, 2011

授課教師：張禮漢

PR PLANNING-2:

ANALYSIS , RESEARCH , & RECOMMENDATIONS

1. Problem or opportunity statements 1.1 Problems

2.1 Opportunities

2.

2.1 Analyzing contents 2.2 SWOT analysis

 Strengths

 Weaknesses

 Opportunities

 Threats 2.3 SWOT strategies

 SO strategies

 ST strategies

 WO strategies

 WT strategies

3.

 Personal contacts

 Field Reports

 Key informants

 Focus groups

 Community forums

 Call-in telephone lines

 Mail analysis

 Online sources 3.2 Formal methods

 Secondary analysis and on-line databases

 Content analysis

 Surveys

4. PR Recommendations

4.1 Where does the organization need a PR practice?

 Employee relations

 Member relations

 Supplier relations

 Channel relations

 Investor relations

 Consumer relations

 Community relations

 Media relations

 Governmental relations

4.2 When does it start the PR practice?

 Immediately

 Regularly

 Specially

 Seasonally 4.3 PR practice forms

 Time-based practice

 Project-based practice

Just for fun:

A Man Who Runs Very Fast

Once there was a man who could run very fast indeed. He was very proud of this and was always ready to show people how fast he could run.

One day a thief broke into his house, took some of his things and ran off as fast as he could. The man ran after him shouting. “Hey, stop! Don’t you know you can’t get away from me?” But the thief only ran faster. The man got so angry that he ran at his top speed. He was soon several miles away from his house.

He was still rushing along when he ran into a friend. “Why are you in such a hurry?” asked the friend. “I am trying to catch a thief,” said the man, who was very much out of breath. “But where is the thief?” asked the friend.

“Miles and miles behind!” said the runner, smiling with pride. “He thought he could run faster than I can, but you see, he is quite wrong.”

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 六 週：Oct. 21, 2011

授課教師：張禮漢

PR PLANNING-3: COMCEPTS, TRENDS, & MODELS

1. The ecological approach

1.1 Monitoring the environment

1.2

1.4 Helping the organization to adjust and adapt to the environment

2. The opinion from publics 2.1 Linking mechanisms

 Public opinion poll

 Voting

 Political party

 Interest group

 Mass media

 Letter and phone call

 Lobbying

 Self-help

2.2 Dimensions of the opinion

 Direction

 Intensity

 Stability

2.3 Questions to a public opinion poll

 Who did the poll?

 Who paid for the poll?

 Why was it done?

 When was it done?

 How many people were interviewed for the survey?

 How were those chosen?

 What area were these people chosen from?

 Are the results based on the answers of all the people interviewed?

 What questions are asked?

 Is this poll worth reported?

3. Some ecological trends and changes 3.1 Environmental protection 3.2 Ecological protection 3.3 Health care

3.4 Globalization of businesses and economies 3.5 Global communication in the Information Age 3.6 Realignment of the family

3.7 The rights of individuals 3.8 Consumerism

3.9 Social stratification 3.10 Animal protection

3.11 Blue vs. Green in Taiwan

4. Harold D. Lasswell’s communication model

Who says what in which channel to whom with what effect?

4.1 The sender

4.2 The message 4.3 The media 4.4 The receivers 4.5 The effect

5. The public relations strategic model

Under the social environment with the expectation of specific effect whom should be said about what to be and not to be in which channel by who?

5.1

5.3 The classified receivers 5.4 The designed message 5.5 The controlled noise 5.6 The chosen media 5.7 The selected sender

5.8 In sum: All planned for effective communication!!

6. Two-way communication in public relations?

6.1 Yes 6.2 No

7. Communication theories in PR practice

7.1 McCombs & Shaw’s “Agenda-Setting” theory

 Issue salience

 Anti-governmental corruption!

 不會做事的政府！

 Cognitive priming

 Kid’s learning! 學習，不能輸在起跑點！

 Contract on your own funeral affairs「生前契約」

7.2 Katz & Lazarsfeld’s “Two-step Flow” theory

 Voting opinion leaders-樁腳

 Doctors & pharmacists

7.3 Rogers & Shoemaker’s “Diffusion of Innovation” theory

 Little S’s core blood

 Pre-trials

7.4 Noelle-Neumann’s “The Spiral of Silence” theory

 Celebrity endorsement

 志玲姊姊的超高代言費

 Communication environment

 選舉之夜“凍蒜！凍蒜！”

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 七 週：Oct. 28, 2011

授課教師：張禮漢

PR WRITING-1: FOR CLIENT

1.1 Planning your messages

 Analyzing your purpose and audience

 Define your purpose.

 Lay out your writing schedule.

 Develop an audience profile.

 Satisfying your audience’s information needs

 Find out exactly what your audience wants to know.

 Provide all required information.

 Adapting your message to serve your audience

 Select the appropriate communication forms

 Establish a good relationship with your audience.

1.2 Writing your messages

 Organizing your message

 Define the main idea of your message.

 Limit the scope of your message.

 Structure your message.

 Choose between the direct and indirect approaches.

 Composing and shaping your message

 Control your style and tone.

 Select the best words.

 Creating effective sentences.

 Develop coherent paragraphs.

 Integrate a solid message.

1.3 Completing your messages

 Revising your message

 Evaluate your content.

 Rethink your organization.

 Review for readability.

 Producing your message

 Add graphics, sound, and hypertext.

 Design page layout.

 Give your message a professional look.

 Proofreading your message

 Distributing your message

2. Applications of effective writing process 2.1 Forms

 Personal written communication

 Memo

 Letter

 E-mail

 Proposal

 Plan

 Report

 Impersonal written communication

 Bulleted memo



 News release

 Newsletter

 Wall paper 2.2 Positive messages

 State your request or main idea up front.

 Provide necessary details and explanation.

 Request specific action in an easy way.

 Leave good feeling in a courteous close.

2.3 Negative messages

 Create an audience-centered tone.

 Use the direct approach.

 Begin with bad news.

 Follow the reasons.

 End with a positive close.

 Use the indirect approach.

 Begin with a buffer.

 Follow the reasons.

 State the bad news.

 End with a positive close.

 Modify your approach for cultural differences.

3. The contract with the client 3.1 Forms

 Preprinted form

 Memo

 Letter

 Manuscript 3.2 Components

 Mutual assent

 Working period

 Working contents

 Charge contents

 Payment & pay date

 Payment of compensation

 Legal proceedings

 Contractors & representatives

 Contract date

Just for fun:

A Drunken Man

A man and his wife had a small bar near a station. The bar often stayed open until after midnight, because people came to drink there while they were waiting for trains.

At two o’clock one morning, one man was still sitting at a table in the small bar. He was asleep. The barman’s wife wanted to go to bed. She looked into the bar several times, and each time the man was still there. Then at last she went to her husband and said to him, “You’ve woken that man six times already, George, but he isn’t drinking anything. Why haven’t you sent him away? It’s very late.”

“Oh, no, I don’t want to send him away,” answered her husband with a smile. “You see, whenever I wake him up, he asks for his bill, and when I bring it to him he pays it. Then he goes to sleep again.”

Exhibit: The parts of positive messages

Exhibit: Differences between the direct and indirect approach for negative messages

Example: Memo-report of operating report stating operational information

for selecting new coffee stores

Example: Letter-report of interim progress for landscape

Example: Letter raising funds for homeless pets

Example: Letter declining a favor for offering grounds

Example:

【Gilbert’s Public Relations Contract】

吉爾博特公關公司合約書

Contractors:

立約人：

Rxx-Pxx Taiwan Co., Ltd. (Rxx-Pxx)

法 X 化學股份有限公司（以下簡稱甲方）

Gilbert’s Public Relations Consultant Firm (GPR)

吉爾博特公關顧問有限公司（以下簡稱乙方）

Both parties have read and agreed to the following stipulations:

玆因雙方同意訂立合約，其條款如下：

I. WORKING PERIOD:

工作時間：

This contract is valid for a period from 5th July, 2009 to 19th August, 2009.

自民國九十八年七月五日起，至九十八年八月十九日止。

II. WORKING CONTENTS:

工作內容：

The services of Public Relations include:

公關服務項目包括：

1. CAMPTO radio program planning & implementation.

抗癌妥廣播節目規劃與執行

2. CAMPTO press conference planning & implementation.

抗癌妥記者會規劃與執行 III. CHARGE CONTENTS:

收費內容：

Public Relations service fee: The total fee for the service period is NT$

500,000 dollars (non-taxed), including the out-of pocket expenses (ex.

traffic fair,

postal rates, and telex fee).

公關服務費用：公關服務費用總計新台幣伍拾萬元整（未稅）。此 費用執行公關服務期間所需之交通費、郵遞費、電傳費等費用。

IV. PAYDAY AND PAY STRUCTURE:

付款方式及時間：

1. Rxx-Pxx must pay NT$ 250,000 plus 5% tax for the part of the Public Relations service fee to GPR by cash or check of payable on demand on the first day of working period.

甲方應於公關服務第一日，給付公關服務費用首款新台幣貳拾 伍萬元整，加上百分之五的營業稅，以現金或即期支票交與乙 方。

2. Rxx-Pxx must pay NT$ 250,000 plus 5% tax for the other part of the Public Relations service fee to GPR by cash or check of payable on demand on the first day of working period.

甲方應於行銷傳播服務終止日，給付行銷傳播服務費用尾款新 台幣貳拾伍萬元整，加上百分之五的營業稅，以現金或即期支 票交與乙方。

V. PAYMENT OF COMPENSATION:

違約金：

If Rxx-Pxx is unable to fulfill the obligations or stipulations of this contract for reasons other than weather, fire, or other disaster, or a change in government policy, Rxx-Pxx must inform GPR in written document. Otherwise, Rxx-Pxx must pay the Public Relations service fee to GPR.

若因人力所不可抗拒之天災人禍，甲方單方面提出停止本合約之

要 求，則甲方須以書面文件通知乙方。否則甲方仍須支付乙方全額行

銷傳播服務費用。

VI. This contract is handled by Taipei District Court if it is breached.

本合約書以台灣台北地方法院為管轄法院，特具契約是實。

Contractors:

立合約人：

Rxx-xx: Rxx-Pxx Taiwan Co., Ltd.

甲方：法 X 化學股份有限公司 Representative:

代表人：

Address: 25F, No. 66, Chung Hsiao West Road, Taipei 地址：台北市忠孝 X 路六十 X 號二十樓

Telephone: (02) 2382-xxxx 電話：（O 二）二三八二 XXXX

GPR : Gilbert’s Public Relations Consultant Firm 乙方：吉爾博特公關顧問有限公司

Representative:

代表人：

Address: 9F, No. xx, Min Sheng East Road Section 2, Taipei 地址：台北市民生東路二段 XX 號九樓

Telephone: (02) 2531-9099 電話：（O 二）二五三一 XXXX

The 26th day in July of 2009 中華民國九十九年七月二十六日

Just For Fun:

First Lesson

The son of a businessman had agreed to join the family business, and on his first day at the factory his father took him to the roof and said, “Now, my son, I am about to give you your first lesson in business. Stand on the edge of the roof.”

“On the edge, dad?” “On the very edge.” “Very well, dad,” and the obedient son did as he was told.

“Now, when I say ‘Jump!’” said his father, “I want you to jump.”

“But it’s twenty—foot drop!”

“My boy,” said the father, “you want to learn the business, don’t you?”

“Yes, dad.”

“And you trust me?” “Right, then do as I say—Jump!”

And the boy jumped, only to crash painfully to the ground twenty feet below. His father ran down the stairs to where the youth was lying, bruised, battered and winded.

“Now, my son,” said the father, “you have just learned your first lesson in business…NEVER TRUST ANYBODY!”

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 八 週：Nov. 4, 2011

授課教師：張禮漢

PR WRITING-2: PROPOSAL

1.1 An idea needed to be accepted 1.2 A grasp of a problem

1.3 A kind of ability of a solution 1.4 A choice among resources 1.5 A way to fund a project 1.6 A rule to conduct a project

1.7 An agreement or contract between parties 2. PR proposal

2.1 Formats

 Preprinted form

 Memo

 Letter

 Manuscript 2.2 Components

 Prefatory parts

 Text parts

 Introduction

 Situation analysis

 Goals

 Target publics

 Objectives

 Strategies

 Tactics

 Implementation assignment

 Implementing schedule

 Budget

 Evaluation

 Supplementary parts 3. Cover page

3.1 Title 3.2 Date

3.3 Organization prepared for 3.4 Planner prepared by 3.5 Contact information 4. Contents

4.1 Items

4.2 Page numbers 5. Introduction

5.1 Problem and opportunity statement 5.2 Solution ability presentation

6. Situation analysis

6.1 Analyzing contents 6.2 SWOT analysis 6.3 SWOT strategies

7. Goals

7.1 Time frame goals 7.2 Target publics goals

8. Target publics

8.1 Primary target publics 8.2 Secondary target publics 8.3 Intervening target publics 8.4 Special target publics 9. Objectives

9.1 Time frame objectives 9.2 Target publics objectives 10. Strategies

10.1 Time frame strategies 10.2 Target publics strategies 11. Tactics

11.1 Time frame tactics 11.2 Target publics tactics 12. Tactic categories

12.1 News releases 12.2 Press activities 12.3 Experiencing events 12.4 Expressing events 12.5 Soliciting events 12.6 PR advertisements 12.7 PR publications 12.8 Online tools

13. Implementation assignment 13.1 Programs

13.2 Manpower 14. Implementation schedule

14.1 Programs 14.2 Time 15. Budget

15.1 By programs

15.2 By time, materials, and OOP (Out-Of-Packet) 15.3 With 5% tax

16. Evaluation

16.1 Benefits of the proposal 16.2 Evaluation on preparation level 17. Appendices

17.1 Company profile 17.2 Team background 17.3 Related documents

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 週：Nov. 18, 2011

授課教師：張禮漢

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

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 第十一週：Nov. 25, 2011 授課教師：張禮漢

PR WRITING-4: F OR NEWS MEDIA

1.1 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

1.1 Public service announcement

 Governmental announcement

 Nonprofit organizational announcement 1.2 Corporate advertising

 Corporate identity

 Event promotion

 Financial communication

 Advocacy campaign

 Social responsibility

 Product recall

 Crisis communication

 Other corporate announcements

2. PR Advertising media 2.1 Print media

 Newspapers

 Magazines 2.2 Electronic media

 Televisions

 Radios

2.3 Digital interactive media

 Web pages

 E-mails 2.4 Outdoor media

 Posters

 Flags

 Leaflets

 Transit panels

 Mascots

 T-shirts

 Buttons

 Souvenirs

3. PR Advertising basics 3.1 Headline

3.2 Slogan 3.3 Logo 3.4 Body copy 3.5 Goodwill person 3.6 Artworks

Just For Fun:

Everybody Is Busy

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.”