PR 전략론 시험공부(2,3통합기말)

목차

12. Corporate Social Responsible _ CSR
13. The Internet and Social Media
14. Preparing Materials for Mass Media – Media Relations
17. Corporations _ MPR
19. Politics and Government
20. Global Public Relations
21. Nonprofit, Health, and Education

본문내용

교재에서 많이 안 나오고 영상(YTN사태 계기제공 엠바고 영상)/강의 위주의 공부! (14-15)

The News Release: 보도자료: Publicity를 위한 tool
 언론관계는 그 관계를 규정하는 요소들이 쉽게 분리되거나 구분되지 않기 때문에 이를 분석하는 것은 매우 어렵다.
 PR은 다양한 요소는 물론 그 요소들간 상호 관련성을 모두 포함하는 복잡한 커뮤니케이션의 과정이다.
 The news release continues to be the most commonly used public relations tactic, although the advent of the Internet and social media has changed its basic purpose and format.
Planning a News Release
Before writing any news release, several questions should be answered to give the release direction and purpose. A planning worksheet should be used to answer the following questions:
 What is the key message? This should be expressed in one sentence.
 Who is the primary audience for the release? Is it journalists in traditional media, bloggers, or consumers looking for information via a search engine?
 What does the target audience gain from the product or service? What are the potential benefits and rewards?
 What objective does the release serve? Is it to increase product sales, enhance the organization’s reputation, or increase attendance at an event?
 Is a news release the best format for the information?
The Basic Online News Release
 Use single spacing 한 줄씩 띄어서 쓰기
 Keep the news release to 200 words or less.
 Use the inverted pyramid approach, in which the most important information is first, followed by less important details. 역 피라미드형
 The top line should give the name of the organization and perhaps its logo.

참고자료

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