Writing For Public Relations: On Spreading Messages introduces public relations students to the concept of how messages spread in the modern world. It represents about 20 percent of the material covered in class. It was presented by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.

1. On Spreading Messages
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

2. Ancient Origins
reach
persuasion outdoor advertising oratory town criers press propaganda
98,000 B.C.? 4,000 B.C.? 2500 B.C.? 700 B.C. 650 B.C. 1470 1622
talk cave painting papyrus paper bulletin newspaper
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

3. Modern Origins
reach
early pr marketing publicity modern pr media relations mass adv. social media
1762 1900 1910 1923 1940 1960 2000
e-mail
fax
press release Internet
yellow journalism objective journalism radio film television advocacy journalism validation
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

4. Mass Media
• As communication tools are innovated so are new models for manipulating information.
• As communication reaches a larger and larger audience, it is more difficult to manage.
• As communication reaches a global audience, it is more difficult to target proximity.
• As communication reaches a global audience, it is more difficult to identify publics.
• As communication increases in frequency, the more people select other messages.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

5. Communication Challenges.
Mass Media intended message
• The likelihood of a message remaining
intact is increasingly diminished as it
passes through multiple channels. original message
• By the time it is received, the average
media filtered
message is five steps removed from its
original source.
media bias neg
• When multiple trusted sources relay
information, people tend to believe the media bias pos
most frequently reported, not the most
social media
accurate.
*Edelman Trust Barometer. Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

6. Communication Challenges.
Mass Media
• There is a diminishing rate of return
250,000
on news stories, especially print.
total circulation
150,000
• Most people never read a newspaper circulation today
or magazine from cover to cover.
50,000 5,000 5
specific section
• The chances that someone will see an see specific story
organizational story, with the ability to
take action, is significantly reduced. act on story
Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

7. Communication Challenges.
Mass Media
multiple secondary sources
direct from source
• There is an increasing rate of opinions
overlaid on existing media stories.
original message
• There is a steady drop in the number
of people who trust the media, with intended public
print, radio, and television down 12-20
points.* media
• The circle of direct communication has employees
shrunk as people get their news from a
variety of secondary sources. unintended publics
*Edelman Trust Barometer. Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

8. Communication Challenges.
Mass Media
• Average American consumed 100,000
words of information per day in 2008.
• The amount of information consumed
increased by 6 percent every year.
• The number of times someone has
to see a message before they retain it
has increased from about 80 times in
1990 to more than 300 times in 2010.
University of California, San Diego
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

9. negative
Communication Challenges. positive
neutral
Mass Media blogger
• The accuracy of the media is in a identified source.
steady decline, with most considering
accuracy at a low of 28 percent.*
• Dailies have an error rate of about 50
percent; broadcast about 35 percent.** faux news media
• The erroneous demise of Gordon
Lightfoot was a pivotal example of the
decline of accuracy in media reporting.
*PEW Internet
**Approximation from Regret The Error, Craig Silverman Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

10. A Lesson In Expanding Publics.
entire planet
Case Study social media
major media
• Airline has localized crisis
related to 10 flights. local media
• Local media coverage and
then company’s use of social impacted
10 flights
media make it a global crisis.
• Company continued to talk about
the crisis and problem for six months.
Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

11. A Lesson In Internal Publics.
media coverage reach
Case Study social media reacts
• Company reported layoffs to
shareholders before
employees. original message
• Media coverage showed
intended public
cheering executives, ready to
turn the company around.
internal public
• Productivity fails as employees
panic and investors quickly change
their minds after negative coverage.
Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

12. A Lesson In Prioritizing Publics.
customer push back
Case Study
• Company tells customers of
rate increase.
original message
• Customers push back on
unaware employees and the intended public
media, which receives no
comment. internal public
• Media seeks input from legislators media
and advocacy groups.
legislators
advocacy
Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

13. Communication Solutions.
Messages
• The most effective messages are shared internally before they are released externally.
• The most effective messages prioritize the delivery to multiple publics.
• The most effective messages consider how every public will react to the message.
• The most effective messages have singular ideas, supported with facts for specific publics.
• If you don’t manage the message, the message will manage you.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

14. Social Media Integration.
Solutions
• Social media can assist public
relations in delivering
communication.
• Social media is not the only
means to deliver a message
direct to public.
• Social media requires real-
time supervision.
• Ignoring social media does not
mean social media ignores you.
* one of several Copywrite, Ink. models
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

15. Social Media Integration.
Journalists
• Write fact-based commentaries that are reasonably objective.
• Do not write to make friends, and friendship has no impact on reporting.
• Consult with a brain trust of five people, which may or may not be known.
• Fact check for accuracy. Seek outside sources. Have limited oversight.
• Do not discriminate between the level of expertise/popularity and insight.
Thomas L. Friedman
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

16. Social Media Integration.
Bloggers
• Write some fact-based commentaries, but emphasize advocacy and special interest.
• Most write to make friends because there is an incentive to do so.
• Are influenced by select peers and those peers are not always known.
• Do not fact check on a regular basis and do not seek additional sources.
• Do discriminate between expertise/popularity and value of insight.
Copywrite, Ink.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

17. Six Divisions Of Modern Media.
Blurred
• Editor-driven media is the closest model to what we consider traditional news.
• Blogger-driven media focuses on specific niches with opinion-based influence.
• Citizen-driven media include young journalists, network newspapers, crowd-sourced wikis.
• Consumer-driven media is designed to provide readers with affirmation and validation.
• Propaganda-driven media is predisposed to reinforcing a singular point of view.
• Advertising-driven media is organizational content or news that caters to clients.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

18. Image: 360 Digital Influence, Ogilvy
News Releases
• The origin of the modern
news release is generally
considered to be 1907.
• The original intent was to
establish a “story” before other
versions were put out.
• Press releases later became a
tool to generate publicity,
suggest stories, and share
announcements.
wikipedia example
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

19. Image: 360 Digital Influence, Ogilvy
News Releases
• The news release became a
preferred method of initiating
contact with journalists.
• They were mailed to editors
or journalists.
• With the advent of fax
machines, most firms faxed
releases or used a wire service.
• With the advent of e-mail,
most firms e-mailed releases or
used a wire service.
az example
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

20. Image: 360 Digital Influence, Ogilvy
News Releases
• The modern news release is
much more interactive.
• It providers additional
resources and background
information.
• It allows for journalists,
bloggers, and the public to
share information.
• It allows public relations
professionals to summarize
content and provide a link for
pitchengine example
the release and content.
*hat tip to Todd Defren for one of the first conceptualizations in 2007.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

21. Post Media External Check List.
Impact
• Are all the facts in the story accurate and were they double checked?
• Is the story complete and in the proper context?
• If outside opinions are included, was the story fair and comments fair?
• Was the story told with sufficient depth to capture reader interest?
• Did the media give the appropriate amount of time or space to the story?
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

22. Post Media Internal Check List.
Impact
• Did we accomplish the objectives of the release beyond exposure?
• What else was accomplished that we did not anticipate?
• Did the spokesperson exhibit credibility or express empathy?
• Were core messages included in the story to help define our organization?
• Was the media satisfied with our information and did we deepen the relationship?
• What is the feedback from our various publics and is there follow up to do?
• What did we learn and what can we do better next time?
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas

23. On Spreading Messages
Richard R. Becker, ABC
President, Copywrite, Ink.
copywriteink.com
copywriteink.blogspot.com
702.341.7135
Writing For Public Relations
Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas