Becoming a Public Relations Professional – Student Program
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Transcript of Becoming a Public Relations Professional – Student Program
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Four Principles For This Team
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Audience First School Positive Deadline Driven Always Professional
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System Workflow
Story ideas sub-mitted by writers
All stories posted on the website and pro-moted through social
media
Story options posted by admin
2 stories pitched to the paper by
writers
Stories selected by writers
2 stories select-ed by admin for
paper
Stories researched and written
Finished stories submitted to admin
1 2 3 4
5678
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Finding Story Ideas
School Calendar
School Calendar
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Finding Story Ideas
You
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Finding Story Ideas
Other People
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Idea TestDoes it interest me enough to spend time on it?
Does the idea have a focus or angle?
Does the topic appeal to a Redlands-minded audience?
Can you get to the right people as information sources?
Does it tell a positive story about your client?
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Thinking caps
School Calendar Interesting Topics Teachers doing interesting things
Students doing interesting things
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11 Tips for Interviewing People
11 Tips to Interview
People
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1. Ask Questions that only the subject can
answer
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2. Be interested
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3. Do your homework
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4. Know what you want to get out of the
interview
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5. Have a conversation. Make
eye contact.
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6. Design a beginning, middle, and end to
the interview
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7. Record your quotes carefully
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8. Review and clean up your notes immediately
after the interview
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9. Figure out what interests them
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10. Push to get anecdotes
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11. Dont be afraid to say, “I don’t
understand.”
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Interview Exercise
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Pick an Angle (make it “newsie”)
Know what you to get
1 anecdote
1+ quotes
A dash of make believe
Interviewees: play the game
Rules of the game
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Writing News Releases
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News Releases are like Journalism
Provide key information: who, what, where, why, when
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News Releases are like Journalism
Tell a story that interests readers
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News Releases are like Journalism
Include characters and quotes
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News Releases are like Journalism
Writer must think from multiple vantage points
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News Releases are like Journalism
Writer must pitch the story to an editor
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News Releases are like Journalism
The topic should be “newsie”
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News Releases are NOT like Journalism
You’re working for a client
“Journalism’s first loyalty is to citizens”
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News Releases are NOT like Journalism
You may not choose to write about the opposing view.
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News Releases are NOT like Journalism
Your goals are tied to the client’s business objectives
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Organizing and Outlining
Organizing and
Outlining
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1. Lead: Anecdote of 2 mothers’ different shopping methods
2. Introduction of main idea: After learning the basics of consignment shopping, you can save lots of money
3. Body: Benefits of consignment shopping (use quotes)
4. Body: Tips to be a good consignment shopper
5. Body: List of local consignment shops
6. Conclusion: anecdote to tie in with learn
Informal Outlines
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Christmas Traditions
Gift Giving
homemade presents
Church service
Family Get-togethers
Secret Santa
Cluster Outlines
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Article Leads
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Body
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Conclusion
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Outline Exercise
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Writing Exercise
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Formatting Guidelines
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Pitching or Submitting your Story
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1. Know the person to whom you are pitching.
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2. Introduce yourself to orient them
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3. Get their attention
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4. Layout some details
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5. Wrap it up by with a what’s included statement
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Writing Exercise
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Getting Paid
Getting Paid
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4 Selected Stories – $50 each
2 Selected for newspaper – additional $25
1. Create a professional services invoice template
2. Submit invoice by email to Program Admin in 1st week of the month
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1. Your name and contact info
2. Date of Invoice
3. Invoice #
4. Bill to:
5. Description of service and amount (totaled at the bottom)
6. Instructions on how to pay the invoice
7. Terms of payment
8. Thank you message
Invoice Should Have this Information
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Mark LeonardPrincipal ictusmarketing.com