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1、公共关系写作（Public Relations Writing）Public Relations WritingChapter 1 Introduction to public relation writing1, why introduce public relations consciousness?Public relations are objective existence. Second, to improve the efficiency of Public Relations Writing2, the introduction of public relations awar
2、eness mainly refers to the introduction of what?Public awareness: the organization of public relations work must focus on the public and serve the interests of the publicLets make public awareness: public relations writing should fully embody this spirit and be full of frankness, gentleness and frie
3、ndliness to make people happy to accept itMarketing awareness: make a presentation with salesmanship,Should pay attention to the following points: A, B, naoaki intention about tattoos beautyFourth, credit consciousness: through writing to promote the credibility of the main body, and should not be d
4、ue to the credibility.Note: A B C for daring to speak the truthCreative aesthetic consciousness: every PR activity in the process of shaping a good image, both planning and designing need innovation.The policy, legal consciousness: public relations writing is used to deal with all kinds of public re
5、lations and public relations coordination achievements, its policies and laws is very strongEmotional awareness: in writing to fully reflect the publics affectionNote: temperature, politeness and modesty, so sincere, straight from the heartType 3, PR writing the meaning classification:There is condu
6、cive to the mutual penetration and influence of the same language, different requirements and the differences between languages is divided into different classesIt is easy to master the basic characteristics and rules of the same language writingThird, it is conducive to the management of the textTy
7、pe classification principle 4, PR writing: unity, sense of commonality,5, PR writing text typesCategories: public relations advertising, public relations posters, public relations notices, commercial advertisements, statements, brochures, speeches and so forthPlanning Category: public relations inve
8、stigation report, public relation advice, suggestion report, public relation plan, public relation summary, public relation briefing, etc.News: public relations, news, public relations, communication, etc.Letters: letters of introduction, letters of proof, applications, letters of recommendation, op
9、en letters, proposals, etc.Official documents: reports, instructions, announcements, announcements, letters, minutes of meetings, etc.The etiquette: etiquette, speech and correspondence, name card, invitation letter of appointment, and the eulogy obituary etc.The statute: letter of intent, agreement
10、, contract, articles of association, rules and regulations, such as the ConventionThe lawsuit: complaint and petition, appeal and complaint letter of authorization.And so on two chapters public relations writing elementary knowledge1. Direct materials: materials obtained through direct perception of
11、 real life2. Indirect materials: materials derived from indirect perception of literature and research3, people refer to the source material as writing material. Materials used for processing are referred to as article data4, access to materials:(1) A. observation: (1) clear the purpose of observati
12、on, determine the object of observation; secondly, the observation should be objective and meticulous; the observation should be good at comparison;B. survey: to respect objective facts and to be enthusiastic and correctThird, use interview skills to pay attention to the art of conversation(2) consu
13、lting materials: clip material: extensive reading, good at classification, indicating source, frequently remember experienceCreate cards: categories, topics, summaries, and other projectsCollection of documentsBrowse onlineThe third chapter is about public relations writing1, the strength of adverti
14、sing: in the form of advertising, to the public display the strength of the organization.2. Concept advertising: advertising to the society to manage philosophy, values, traditions, and organizational spirit.3, the credibility of advertising: publicity organizations and the credibility of a good ima
15、ge of the most direct form of public relations advertising.4, momentum advertising: propaganda organization of large-scale activities for the content, designed to create momentum and expand influence.5, trademark advertising: publicity products trademarks as the main content of public relations adve
16、rtising.6, congratulations to all kinds of social public advertising: Hershey as the main content.7, apology advertising: used to admit mistakes, eliminate misunderstandings and apology, in order to obtain public understanding of advertising.8 advertising thank you: an advertisement to express appre
17、ciation for the support of the public or partners.9 response advertising: in the form of advertising in response to social life in a major theme, that organizations and social life of relevance and publicity, in order to seek public understanding and support of all parties.10, statement advertising:
18、 also known as interpretative advertising, is to show the organizations position on certain events, attitudes advertising.11, public service ads: Show organizational support for the public cause of the enthusiasm of the ads, the content is not necessarily related to the organization, and public util
19、ities.12, creative advertising: in the name of organization, take the lead in launching some kind of movement or promoting some useful ideas.13, public relations advertising headlines mode:The chronicle of the problem of the imperative of the type the comparison the boast of suspense and metaphor14,
20、 the AIDA rule: it refers to the advertisement writing, first of all to pay attention (Attention), and then to make the readers interest (Interest), and to develop the desire to buy (Desire), and finally led to the purchase behavior (Action) advertising title and a few sentences at the beginning was
21、 to seize the attention of readers, and then gradually make readers read on and reach the expected purpose of advertising15, the rules of DDPC: advertising must start with conspicuous, and description of goods or services; and then to buy the goods that after the use of the benefits, finally decide
22、to trade16, advertising writing seven steps:Make a promise in the title or in the first paragraphFollowed by a detailed description of this benefitTell exactly what the reader will getConfirm your statement with facts (or praise of the public)Tell the reader what he will lose if he does not actIn th
23、e last the promised benefitsThe proposed act immediately17, public relations advertising writing requirements: first, public relations awareness must be reflected, the content must be true and reliableThe language must be accurate, concise, conform to no conventional pattern image18 features of publ
24、ic relations posters: timely introduction of a particular item, activity, event to the public. Most publicity, cultural and recreational activities, generally undertaken by the organizers, the cost is relatively low, rarely appeared in the media, there is a certain regional.The fourth chapter, plann
25、ing public relations writing1, public relations investigation report meaning: written on the basis of public relations survey, used to reflect the facts of the survey and summarize the views and conclusions of written materials.2, Public Relations Advisory advice report meaning: reflect the results
26、of public relations consulting activities and to the relevant departments to make suggestions, programs, measures, methods of written materials.3, the meaning of public relations plan: public relations personnel from the actual needs of the work of the organization of public relations, public relati
27、ons to investigate the basis of clear objectives of public relations, puts forward corresponding measures and methods, specific action plan and expressed in written language in a certain time of public relations or public events.4, summarize the meaning of time: public relations public relations wor
28、k or a certain period of the activities of the past, review and evaluation of the overall, and it systematically, draw some regularity understanding of written materials.5, the characteristics of public relations investigation report: first, the material is informative and the facts are complete6, t
29、he role of public relations plan: evaluation effect, determine content, improve efficiency7. Basic format and writing of public relation investigation report:(1) Title: title of official documentNews report title: A. question title, B. general title, C. double title(2) the text: 1 Introduction: A. a
30、ccount opening opening C. B. discussion question at the beginning of the D. touch type at the beginningThe main body: A. vertical structure B. the horizontal structure of C. vertical and horizontal alternating structure(3) ending8, public relations advice, recommendations, reports:Providing backgrou
31、nd material for decision objectives. 2. Developing and demonstrating various plans and predicting the development and change of organizational activitiesAnswer difficult and expand knowledge9, the role of public relations plan: evaluation effect, determine content, improve efficiency10. Steps for ma
32、king public relations plans:Determine the public relations goals; identify the public; define the topic; choose the medium; budget expenses11, public relations summary writing requirements:Adhere to the principle of seeking truth from facts; narrative combination; rational combination; clear rules a
33、nd regulations; the language is accurate and concise and vividThe fifth chapter is news public relations writing1, public relations news features: authenticity, freshness, importance, proximity, fun2 basic requirements, public relations message Title: accurate, vivid, concise, vivid, BiaoXin3, lead
34、is the soul of a public relation message. It contains the most important information. It is usually the first natural paragraph or the first sentence of the public relation.4, narrative lead: using narrative method, briefly write the news of the freshest and most important news facts. Can be divided
35、 into summary, summary, results, contrast, etc.5, talk lead: discussion, or comments, or reference clause files, or in the news bulletin, conversation, or question, or to tell the reader will reveal the conclusion, reported the meaning of things. It can be divided into question type lead, quotation
36、lead and conclusion lead6. The common narrative methods of public relation information are: inverted pyramid, parallel type, pyramid type, chronological order, logical order, combination of time order and logical order7, public relations, communications and public relations messages in writing on di
37、fferent points:Generally only one main title, occasionally add a subtitle, more than public relations news delay, focus on the plotThe structure is more flexible, the expression way is changeable, and the content is vivid8, character communication: report news story or communication process9. Event
38、communication: Communication reporting the development of news events10, work communication: report a region, an organization in the actual work of advanced experience or explore the existing problems of communication11, general picture communication: communication with the basic appearance or great
39、 change of organization development as the report object12 basic requirements for public relation writing:(1) in-depth interviews, to grasp the details (2) refining the theme, careful selection(3) the use of a variety of ways of expression, enhance the communication performance: narrative clear, viv
40、id and precise to describe to talk, to moderate LyricThe sixth chapter, letters, public relations writing1, address: Sir, your excellency, madam, your company, etc.2, praise words: visit, visit, patrons, advice, work etc.3, common modest words: read, wish, and my opinion, courtesy and correction etc
41、.4, starting with the letter, grateful terms. The end of this term: in reply, wait for the return letterThank you for your kind words. Thank you very much. I invited pragmatic visit, honored:Discussion term: sincere, please forgive me. Teaching language: if receive the news, thanks toUrgent words: l
42、ook forward to, waiting for good news. Sorry, urgent book, early arrival, late apologyYou trust the trouble after the person. Miss: from day, hope that you are well.5, the difference between a letter of commendation and a letter of thanks:A letter of appreciation; a thank-you noteFocuses on praise,
43、focusing on gratitudeA person or unit that is subordinate to an individual for a subordinate department or leadershipIt is necessary to reveal the practical significance of the deeds to reveal the exemplary significance of the deedsThe language of emotional encouragement reverenceThe seventh chapter
44、 is pr writing1, the main points of writing documents:The pen as title, written at the beginning: according to the type, purpose, type, reason and purpose whyWrite the text around the centerAnd when you break, write a good number.2, the official language features: plain, clear, concise, and a large
45、number of standardized and specific use of words.3, report writing requirements: first, the content of the report should be trueNo written instructions may be written in the report.4, asking for instructions is the most direct document to bring benefits to the government.5, request approval type ins
46、tructions: in the work, production or operation, the processing of some problems, need higher authorities to review or approve.6, problem solving instruction: in the work, production or operation of the Department within the scope of authority can not solve the human, material and financial difficul
47、ties, need higher authorities to help solve.7, to solve the question type for instructions: in the implementation of superior policies, laws and regulations, rules and regulations of the spirit are not allowed to grasp or have questions, please explain the superior to the original provisions; no nee
48、d to work, or difficult to implement, and work in the new situation to a certain treatment needs superiors for approval and approval; there are differences of opinion, not understanding, to the higher authorities ruled.8, ask for instructions: ask for approval, ask questions, ask questions, ask questions, ask for instructions9, notice: communication, i