Posts Tagged ‘writing’

Chapter 16 C.A.T.

Posted: November 20, 2013 in C.A.T
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financial-graphWe’ve finally reached the last chapter of the semester…Chapter 16. It was definitely an insightful chapter and did not disappoint. This chapter discussed the premise of reports and their association with building public perception and are instrumental in building good public relations. The chapter went as far as to discuss the different kinds of reports as well as their functions.

First, there are annual reports. Annual reports are used to keep chart of a company or organization’s financial revenue/loss for the preceding year. In PR, there are not always required but can be very useful in  building public relations in that it gives the customers detailed information on about the company as well as visual regarding figures.  Then there are financial reports. These reports keep track of spending and expenses and are usually utilized in conjunction with non profit organizations. The chapter went on to discuss how reports need to be conducted carefully and accurately by including assets, revenue and operating activities. Also, it’s important to note that reports (financial, annual and otherwise) must fiscally represent the designated timeframe especially when it comes to incorporating nonprofit organizations. I enjoyed the chapter because it touched on an element of PR that I had personally not deemed as important, and completely changed the way I viewed it.


Chapter 6 C.A.T.

Posted: November 18, 2013 in C.A.T
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Chapter six discussed the legal components of the PR world. In any profession, it is important to make yourself aware of your legal responsibilities. These legal responsibilities stretch far beyond protecting yourself, but can be the key determinant in maintaining the integrity and reputation of the person or organization that you are representing. Familiarizing yourself with legal inputs, particular clauses, and definitions is one of the most important aspects of being a public relations writer. The legal ramifications were also discussed in the chapter. In a lot of ways, this chapter was one of the most important because having the tools as a great PR writer can mean nothing if you lack the wherewithal to know what legal guidelines you can operate within. As a PR writer, it is important to make the most legally responsible decisions as far as both content and media are concerned. There is also several websites that professionals can access that gives them access to case files and examples of transgressions of certain laws.

[Images via Norsigianlaw]

Chapter 13 C.A.T.

Posted: November 11, 2013 in C.A.T
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Chapter 13 followed the trend of Chapter eight by further discussing the use of technology in public relations. The web is known for its time efficiency and maximum reach in terms of message output. However, it is also a very important tool for multipurpose utilization. There are several avenues where public relations and the web join in matrimony; a few examples are: tracking public opinion, monitoring competition and even identifying demographics. Public relations practitioners are sometimes intimidated by the distribution and timing aspects of the web but in essence, the web allows for PR professionals to maintain a higher amount of control.

Brevity is another important aspect of web usage. Due to its high volume, emails and information provided over the internet may sometimes be overlooked so it’s imporant to be clear and consise–allowing the public to identify and recive the message. An important component of web usage is being able to identify the Internet public and this audience uses the internet. Identifying the internet public includes separating diligent visitors from casual browsers and critical users. Each group ultimately has a significant web voice and can impact other viewers.


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Chapter 12 C.A.T.

Posted: November 4, 2013 in C.A.T
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Chapter 12 focused on the premise of crisis management. Crisis management is the overall process through which a company or establishment controls and effectively remedies a discrepancy. A crisis is one of those inevitable occurrences (sometimes completely beyond an organization’s control) and it’s vital to preserve one’s reputation and offer solutions. The chapter also focused on maintaining positive relationships with the public and media through crisis management. Something I gathered from this chapter is that handling a crisis goes beyond delivering an apology or putting the proverbial “band-aid” on an issue, it’s more about being prompt (addressing the issue in a timely manner), concise (accurately assessing the crisis and subsequent solution), and to the point (brevity). It’s also very important to establish credibility with the media in efforts to boost positive perception and maintain the integrity of the organization. I especially enjoyed this chapter because as a PR major, learning how to manage a crisis is a skill that is essential.


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Chapter 11 C.A.T.

Posted: October 21, 2013 in C.A.T
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Chapter 11 was definitely one of the more refreshing chapters as it focused less on Pr writing as a source of read material but also as an avenue for messages to be heard. The transition between print and broadcast is a relatively easy one due to the fact that the classic determinants (as previously discussed in Chapter nine) are still applicable: timeliness, relevance, proximity, prominence and rarity.

There are distinct diference however in broadcast writing that must be applied. For example, PR writers must learn how to condense thier writing into a 30-60 second clear message. When audiences are listening or watching a broadcast, they require the message be delivered smoothly, efiectly and in a way that sounds natural enough for them to fully recieve it. This chapter also went further to discuss speechwriting and how to always keep the audience, employer’s mission and the purpose of the message at the forefront.

One of the more interesting aspects of this chapter revolved around what Aristotle identified as the three types of speech:

epideictic: praise used for honoring occasions

forensic: what happened?

deliberative: what should happen?

This was used to tie in the importance of informing and persuading the audience, past and present.

In all, thie chapter was very informative and a breath of fresh air.

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Chapter 5. C.A.T.

Posted: October 6, 2013 in C.A.T
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ResearchWhen being a professional in any career, it is absolutely key to make sure that you are well versed in the art of “research”. Research is quite literally the motivating force behind any and everything, from both a professional and collegiate standpoint. This ideal provides a PR writer with ethos, which as discussed in Chapter 1 as a component of “persuasion”, is integral.

Of course I’ve always had a relatively high appreciation for research, but this chapter really opened my eyes to how huge of a part research plays in understanding organizational values, effects research and an assortment of other “bottom line” constituents. I also learned more about effects research and how it revolves around whether and how the public repsonds to a message. There are three outcomes:




Ultimately, in order to really grasp the art of research, public relations writers must take a look at the big picure which can always be summed up in three short words: what, why and how.

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Chapter 15 C.A.T.

Posted: September 30, 2013 in C.A.T
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PERSUASION: “The Big Idea”


In PR, it is vital that the “big idea” be kept in mind,

  • Interest- why should the audience be moved?
  • Desire- what about this message wants to make them act?
  • Explanation- reinforce their participation
  • Action- what should the reader/consumer do?

Chapter 15 was oddly enough one of the more alluring chapters in terms of providing examples of persuasion. Persuasion is arguably one of the most important qualities in PR writing and speech communication in general. However, like with most things, persuasion doesn’t fall into a particular paradigm; there is a myriad of different avenues through which a journalist and PR writer can effectively persuade their audience. Direct mail can often times be regarded as a 50/50 crapshoot in that it has become easy to overlook especially in today’s society where technology reigns supreme. Chapter 25 also explains how standard and “predictable” this form of mail is, yet it is one of the most obvious and has the most persuasive potential. Captivating the audience through direct mail lies in several things, some fo the most important being the target audience and message, to the format and even the style.

[Image via News.Cision]