By Erica Wenham, Wednesday 31 October 2012.
Public
Relations Practice & Skillset (Week 6)
PR Professionals = Creativity & Creative People
1.
Able to view
things in new ways or from a different perspective
2.
Generate new
possibilities or new alternatives.
3.
Tests of
creativity measure: Not only the number of alternatives that people can
generate. But the uniqueness of those alternatives.
4.
The ability to
generate alternatives or to see things uniquely does not occur by chance...
5.
...It is linked
to other, more fundamental qualities of thinking, such as flexibility,
tolerance of ambiguity or unpredictability, and the enjoyment of things heretofore
unknown.
·
Typically 40% of PR content is opportunistic and
demands a creative insight
·
Creative solutions are only effective if they
answer real problems for a client
·
Creative means: Extending/re-spinning formal
content and generating wholly new content
·
Create may be prompted by: Captured
ideas/opportunities database true brainstorming, market research etc.
Generating creativity can be achieved by implementing the De
Bono “Six Thinking Hats” concept (1986);
Why is Photography important in creating PR material?
·
Truly worth a 1000 words
·
Editorial pick-up rises dramatically
·
Reader retention doubles
·
BUT: flight to quality – power of professional
·
AND: remember to deal with picture or photo-desk
“If a picture supports and augments a publishable, newsworthy
story for that publication, it is highly likely to get printed.” Photography
Composition is about:
·
Writing/drawing the brief like a mini storyboard
·
Defining and labelling the location
·
Placing the product, personality or service in
relevant context
·
Always scaling where any doubt might exist
·
Creating the shot to news context – “win-win”,
will it appeal to the readers (Baines, Egan and Jefkins 2004)
The photograph(s), suitably captioned, essentially tell(s)
the story in a precise format. They are also included to back up the contents
of the story. No photograph should ever be issued without a proper caption (no
more than 15-20 words though) and if used effectively, they will be an instant
point of interest for viewers and will often turn space in a magazine or
newspaper from a “page flipper” into a reader.
Television Opportunities & Multiple Targets
In relation to PR, broadcast messages (whether advertising
or news) are referred to as “spots” which typically last around 30 seconds.
Classic PR formats via television can also be created in the form of VNRs
(video news releases). Details regarding VNRs are outlined below;
1. Usually
pre-negotiated: Ensure broadcasters will take them
2. Complete
kit of shots:
A = Interviews and VO Commentary
B = Pictures and SX only.
3. Supports
niche/local:
Increasingly important with channel
proliferation
4. Gaining
broad acceptance:
All video formats passing into common use
and rolling news insatiable demand for footage
5. Simple:
One or two messages in 30 seconds
6. Few
scenes: Don’t confuse your audience
7. Running
order: From general to specific, BUT strongest visual first if possible, with
DEMOS to add value.
8. Talking
heads: Testimonials add value but celebrities distort
“When you write for TV or video, you write for the eye as
well as the ear... Your image must be crystallised into words that will tell
others how to recreate it on tape or film”
Rich Radio Opportunities
·
Rich, diverse programme market – from very local
·
Speed essential – Print = Days. Radio = Hours
·
Promise must be deliverable
·
Pitch and go
·
Regional tours welcome
·
Syndicated tape opportunities
·
Local editing facilities easily available
·
Crucial training is needed
Similarly to Video/VNRs, Radio can implement ANRs (Audio
News Releases). As a result, the content is ready to “play to air” with an
accompanying script and covering letter. When writing for audio content it is
essential to keep the following aspects into consideration;
1. Think
Simple Messaging
2. Think
Audio, think Spots:
·
10 seconds = 25 words
·
20 seconds = 45 words
·
30 seconds = 65 words
3. What
will the announcer say?
4. Uniform
Formatting (like a press release):
·
Head up with source/phone etc
·
Title spot – length at beginning
·
Type all radio spots in UPPER CASE,
DOUBLE-SPACED.
Feature Writing
1. Feature
Writing is almost anything that isn’t straight news:
·
Reflective
·
Relaxed
·
Descriptive
·
Creative
2. Human
interest/human locus very common
3. Adds
context to the straight story:
·
Housekeeping habits/trends to a soap powder
·
Road test to a new car
·
Golf Play/Course to new golf clubs etc.
Unlike straight news stories must have:
1. Beginning
(lead),
2. Middle
(body) and
3. End
(ending)
Options for a lead:
·
Quote
·
Anecdote
·
Analogy
·
Scene-set
·
Metaphor or Simile
Development of body:
·
Core information
·
Logic and transitions (backwards and forwards)
·
Support with facts and specifics
Ending:
·
Summary (summarise highlights)
·
Referral (circular to beginning)
·
Response (call to action)
In relation to press releases, written features are much
longer in length and paragraph with richer use of photographs and captions to
relate to the written story. Other embedded features are also successfully used
such as headings, crossheads, stand firsts, boxed paragraphs, draw-down quotes
and more.
IP Papers, Articles and Features are the “ultimate form” of
content creation and can be anything up to 5,000 words in length. They all
focus on key topics where organisational clients have an agenda in which it
wants to drive. For example, the ability of a major software company to play a
leading role in the global drive to energy efficiency. Overall, final copies of
these documents can then be successfully used to achieve client’s goals at
conference briefs, major speeches, customer presentations/packs and/or to
support other active news material in the public media.
Web Writing
Creating written content has an overwhelming impact when
published online via the internet. A few advantages are as follows;
1. Over
a billion people online every day (1/6 global population)
2. 65%+
UK homes online every day (14.2 million households)
3. When
searching a company/product, most journalists start here!
4. Makes
website:
·
Ultimate controlled medium
·
A very powerful PR tool
·
The front door for your PR team
·
A critical responsibility – your “zone of
meaning” starts here...
A common PR recommendation is that customers will not go out
of their way to find your product, your service or your written content. As a
result, when creating written web documentation, organisations must take “the
scanning eye” concept into consideration. Visitors will not stop to read
written information if it does not interest them. It must be visually appealing
and encourage the visitor to read more.
·
Crucial on headings
·
Readability top virtue
·
Easy to move
·
Easy to navigate
·
Easy to access/update
·
Engage, inform, entertain: “Make it easy. Make
it compelling.”
Write for the scanning eye... So:
1. Active
Cross-Heads & Easy Links
2. The
eye wants to move quickly – Move it where you want it to go
3. Advertising
Formats:
·
Call to attention
·
Call to action.
4. Make
it easy in terms of typography
Overall Guidelines for Written & Creative Content
1. Set
a goal – Inform, sell, persuade, create dialogue
2. Develop
an outline
3. Use
graphics with care
4. Integrate
graphics and copy
5. Ensure
successive pages have “look and feel” consistency
6. Keep
it simple
7. Make
it easy. Make it compelling.
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