(公共关系学).pptVIP

Public Relations Applied Technology - Writing Contents SectionⅠ Overview of public relations writing Definition: public relations instrument is the text material organization take certain strategies ,the means to carry out activities ,establish a good image of the organization. The object of most PR writing is to grab the reader’s attention, convey information quickly, and invite the media to cover your story. The characteristics of public relations writing： Practicality Extensive Authoritative Artistic Classification of public relations writing News categories Documental categories Advertising categories Invitation categories Section II The common public relations writing 1. press releases 2. PR presentation 3 .Advertising 4. Invitations, News letters Section II The common public relations writing 1 Press release writing The press release is a specific writing style, it generally includes two genres :news and communications. A press release usually contains six basic elements, also known as 5W: who / what / when / where / why / how Section II The common public relations writing A The message: a news genre which brief but quickly reported the recent social significance, objective facts. Common form And structure： 1 Inverted pyramid 2 Parallel 3 AP style The inverted pyramid principle says you should put your most important point at the top of the article, followed by your next most important point, and so on, in diminishing order of importance. Also known as the Twin Towers structure, several aspects of the report content in a parallel position. Associated Press Style Strictly following a particular usage style provides consistency, accuracy and clarity in grammar, punctuation and other language issues. AP Style also aims to avoid stereotypes and unintentionally offensive language. B ：Communication: a specific image to reflect the recent news -worthy typical person, events and related phenomena of a news genre. 2 PR presentation Public relations