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WRITING FOR THE EYE AND EAR

WRITING FOR THE EYE AND EAR. Chapter Eighteen. Writing for the Eye and Ear. In other words writing for reading and speaking……

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WRITING FOR THE EYE AND EAR

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  1. WRITING FOR THE EYE AND EAR Chapter Eighteen

  2. Writing for the Eye and Ear In other words writing for reading and speaking…… The objective in writing is to be as clear as possible. Each piece needs to be in the correct format and style, carefully proofed and edited. This requires that the writer thoroughly understand its client’s intent and prepares accordingly.

  3. Writing for the EyeTypes of Publications • Media Kit • Biography • Backgrounder • Fact Sheets, Q&A, Photos, Etc.

  4. What is a Biography? • Sometimes called a bio, it provides information about a key executive in the form of facts about the executive • There are two types of biographies • Straight Bios • Narrative Bios

  5. Writing for the Eye Types continued • The Case History • By Liner • Op-Ed • Roundup Article • Pitch Letter • Newsletter

  6. Internal Writing Tools • E-Mail Memorandum • Position Paper • Standby Statement

  7. What is a Standby Statement? • Standby statements are used when an organization anticipates it may be called upon to give information to clarify a position.

  8. Question to ponder……..Are electronic tools and techniques as good as traditional types?

  9. Writing for the Ear • The speech is an important part of the public relations mix. • The Speech Writing Process • Preparing • Interviewing • Researching • Organizing and Writing

  10. Making Presentations • The intent is generally to sell a product, service, or idea • In order to make an effective presentation, it is important to do the following: Plan and organize Get to the point

  11. Making Presentations continued • Be logical • Write it out • Anticipate negatives • Speak, don’t read • Be understandable

  12. Making Presentations continued • Use graphics wisely • Be convincing • Know when to stop

  13. Exercise • Visit Vital Speeches of the Day either online or at your library Search for a recent speech given by a CEO, can you identify any research used and cited in the speech? Is the speech organized? Can you identify the pattern or organization?

  14. Question…… • Name some further examples of writing for the eye and ear.

  15. Question….. MS&L public relations and Kraft were finalists for the best use of the of Internet award. Kraft puddings teamed up with a favorite childhood menagerie treat for this kid-friendly dessert. Name this treat. • Hint: Originally imported from England, celebrating its l00th anniversary, Shirley Temple sang a song about them in her soup. • Answer: Barnum and Bailey Animal Crackers

  16. Exercise • Visit the website http://www.cdc.gov/powerfulbones/index2.html Assess the National Bone Health Campaign: Powerful bones. Powerful girls. What was their written objective? Does it work? Does the site have both appeal and credibility? What is your assessment of their campaign effort on the web?

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