#prbootcamp

Becoming A Good Better PR Writer

Lynne Farber #prbootcamp

Lynne Farber, assistant professor, Florida International University Lynne Farber, MA, has been an assistant professor at Florida International University for nine years, teaching public relations and advertising on both the graduate and undergraduate level. She previously taught at Broward College, where she taught journalism and advised the student newspaper. Prior to her teaching career, she worked in the public relations field in South Florida for more than 25 years, predominately in the field of health care. During that time, she received several national awards for multi-media ad campaigns, oversaw state-wide marketing efforts and occasionally lectured to national conferences.

John Forrest Ales John Forrest Ales, senior director, global brand public relations, Hilton Hotels & Resorts John Forrest Ales leads communication strategies for Hilton Hotels & Resorts and its portfolio of more than 550 hotels in 80 countries across six continents. Ales is responsible for managing the brand's global reputation; executing media and community relations; leading the brand’s social media conversation; supporting brand marketing objectives and creating resources for hotels to excel in local markets. Hilton Hotels & Resorts is the flagship brand of Hilton Worldwide. His additional experience includes work at Wal-Mart Stores, Inc., Cohn & Wolfe, Office of the Governor (Louisiana) and several political campaigns.

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Connect with Hilton: @JFATweets http://news.hilton.com hilton.com @HiltonHotels facebook.com/hilton

Discover Stories

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Discover Stories Reporting to the top helps • Holistic look at business • Unique access to

information • Perspective of

senior leaders

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Discover Stories Strong relationships provide leads and make storytelling easier

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New + Improved!

What if we… Product

Innovation

Brand Standards

Operations

Marketing

Sales

advertising

Legal What are these departments working on? How are they the best in their field? What gets them excited?

Discover Stories #prbootcamp

Turn something ‘small’ or ‘usual’ into a story

Discover Stories #prbootcamp

Make business data interesting

Discover Stories #prbootcamp

Look for milestones

Discover Stories #prbootcamp

Listen to customers and employees at all levels

Discover Stories #prbootcamp

Have confidence that you know when something is not a story

Capture Attention

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Capture Attention #prbootcamp

Words • Stats • Emotion • Urgency/Timing • Testimonial • Leaders • Employees • Customers

Support • Photos • Video • Graphs • FAQs,

guidebooks, etc.

Delivery • Email • Video • Voicemail • Flipbook • Audio • Web

Social Media + Web

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Social Media + Web #prbootcamp

Writing for SEO • Improve writing quality: Remove content that is dated, duplicate or not

relevant • Watch your Google ranking and reposition/modify words as needed • Use strong words in headlines and leads • Consider what accompanies your words – wall of text is a death march • Leverage SEO optimization teams

Stay Tuned! SEO Primer 3:00 - 3:30 p.m.

Social Media + Web #prbootcamp

Writing for Social Media • Speak the #language of your @channel • Consider the informal nature of social channels • Grab attention and keep it • Remember brevity • Make it shareable • Be relevant • Consistency • Use of 1st person • Regular content review • Cleaning up after yourself

Know Your Audience

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Identify Your Audience #prbootcamp

Communications tone, timing and content are influenced by

Audience + Material

Know your audience intelligence level

Customer Owner

Employee Press

Client Shareholder

Identify Your Audience #prbootcamp

Remain Fluent • Industry jargon • Cultural and regional differences among

media • Nuances of your communication channel

Industry

Platform

Genre

Identify Your Audience #prbootcamp

Hilton Huanying

Owners Operators Press

Customers

China Abroad

Sales Front Desk

Housekeeping F&B

Trade Consumer

Tour Operators / Travel Agents Government Officials

Chinese Domestic Abroad

Social Users Sales Team

Revise, Review, Edit

#prbootcamp

Revise, Review, Edit #prbootcamp

What rules are you following? • AP Stylebook • Internal Guidelines

Use security features on publishing tools • Hootsuite ‘confirm send’ Help your agencies and internal partners understand Three eyes are never enough • Agency and internal copy reviews • Set aside the time for review • Automated review process

Good Habits

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Good Habits #prbootcamp

• Repurpose content across multiple platforms • Setting aside the time and space

• Avoid procrastination

• Stay in shape

Press Release

Fact Sheet

Speech

Internal Memo

Social

This sentence is approved.

Exercise

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